Love Sleep Report Final 2020 Love Sleep Report FINAL | Page 2

the
importance
of intimacy
the sleep
experts
When it comes to the UK
population, the importance
of physical intimacy
in modern relationships
is pretty clear
Introducing a new category
in the language of sleep
of endless digital connectivity, it’s no surprise
that many are seeing intimacy take a back seat
in the bedroom. We wanted to understand the
impact this was having on our sex, relationships
and health and worked with CORST accredited
psychosexual and relationship
therapist, Kate Moyle, to achieve
this – and to deliver a product
that really works.
BETWEEN WORKING
At This Works, understanding circadian
rhythm and how it affects skin health has driven
our passion to educate consumers about the
importance of a good night’s sleep. As a result,
we have established ourselves as the market
leaders and experts in sleep and
wellness beauty.
“
For our latest innovation, we wanted
MORE HOURS THAN
to use our pioneering approach to
EVER BEFORE AND
product development: a combination
LIVING IN AN AGE OF
ENDLESS DIGITAL
of research, the art of aromatherapy
CONNECTIVITY, IT’S
and the science of brain imaging and
NO SURPRISE THAT
EEG studies (run in collaboration with
MANY ARE SEEING
INTIMACY TAKE A
leading neuroscientist, Professor Gaby
BACK SEAT IN THE
Badre), to provide us with invaluable
BEDROOM
insights that enable us to target modern
lifestyle and health concerns. This time,
that has meant defining, conducting research
and providing targeted solutions for a new sector
of wellness: sex and intimacy. Between working
more hours than ever before and living in an age
In November 2019, we asked 1,000 UK adults in a
relationship some very probing questions to better
understand the importance we place on intimacy in
our relationships and to help identify some of the
most common daily barriers we face in achieving
our intimacy goals.
Scientific rigour is applied to
everything we do to ensure that
This Works is more than just
our name – it’s our promise,
and Love Sleep is no different.
P
“
Anna ersaud
DR ANNA PERSAUD
CEO AT THIS WORKS
Unless otherwise stated all research referenced was carried out between
22/11/19 and 24/11/19 by ON AIR GLOBAL on behalf of This Works.
The research sample comprised of 1,000 UK Adults in a relationship. The study
adhered to the Market Research Society (MRS) Code of Conduct.
In an age where we are constantly ‘on’, even the
most ardent wellness enthusiast can struggle to
switch off, unplug from the day and prioritise time
with the ones they love. And, as experts in sleep
and wellness, we’ve recently begun to suspect our
bedrooms are seeing more screen time than sex
– and set out to see if our suspicions were correct.
PHYSICAL INTIMACY
IS AN ESSENTIAL
PART OF A
SUCCESSFUL
RELATIONSHIP
82% AGREED
The results showed 82% of us agree that physical
intimacy is an essential part of a successful
relationship, yet over half (56%) crave more of it
with their partner. For some, it’s so essential that it
is considered a ‘deal-breaker’. Over a quarter (27%)
of us have ended – or would consider ending – a
relationship where physical intimacy is lacking;
which rises to nearly half (49%) of those under 25.
Clearly there is appetite for more intimacy in our
relationships, but exactly how much of an ‘intimacy
deficit’ is there in the UK?