Well above one-third of people in the country do not feel well rested in the morning, while a similar part of society constantly feels lack of sleep. A recent representative survey, conducted by IKEA, also reveals that one-fourth of Estonia’s citizens do not sleep enough. Psychologist and sleep consultant Kene Vernik attributes these results to the fast pace of life and the glorification of overwork. However, she emphasizes that sleep deprivation reduces productivity and creativity.
“People often sacrifice sleeping hours to have more time for themselves, accomplish their goals, and just do more. However, research reveals that we are less productive and creative with fewer hours of sleep. Sleeping 7 hours or less can reduce productivity by up to 30%. Additionally, research has found that sleep debt can affect our ability to make clear decisions and make us more likely to make risky choices. This can make planning and managing complex tasks more difficult. According to research, poor sleep can also cause problems with time management and work productivity. Reduced sleep also affects energy levels, motivation, and resilience to stress,” - lists psychologist and sleep consultant Kene Vernik the consequences of sleep deprivation.
Not getting enough sleep also has an impact on physical health, such as immunity, she says: “Sleep and the immune system are closely related. Having enough sleep can aid in wound recovery and healing or fighting infections. On the other hand, insufficient sleep can impact a more serious and longer illness and harder to recover. It also significantly contributes to mental wellbeing and mental resistance”
“People admit sacrificing sleep for work or study (28%), watching movies or TV series (22%), using social media or browsing the internet (20%). Among the primary reasons for insufficient sleep also lists concerns about work and other responsibilities (32%), as well as taking care of children or other family members (20%),” says Marko Põder, Market Manager at IKEA Estonia, which commissioned the study.
Meanwhile, sleep researcher Kene Vernik attributes the results to living in a society that encourages overwork and therefore people lack the time for themselves and/or their close ones.
“Sleep is often sacrificed for work or leisure due to the fear of missing out or not getting things done—commonly referred to as FOMO. FOMO is common in adolescents and young adults, who spend a lot of time on social media often at the expense of a night's sleep. However, scientific research indicates that only after a good night’s sleep can we achieve optimal productivity and motivation, enabling us to accomplish more and do it more efficiently,” says the psychologist.
According to her, there’s no need to look for complicated recipes. The key is to get the recommended amount of sleep and maintain a regular sleep schedule, going to bed and waking up at the same time every day, even on weekends. This helps train your brain to fall asleep more easily and ensures a more qualitative night's rest.
In collaboration with experts, IKEA is launching the new financial year with a campaign called “Wake up! It’s time to sleep”. The goal of the campaign is to raise awareness about the importance of regular quality sleep among its employees and the society.
“Scientific facts clearly shows that sleep deprivation makes us less satisfied with life, more likely to make mistakes, making it harder for us to get along with other people, our teammates and our customers. That's why talking about the importance of sleep and offering solutions ensuring it, is relevant to us, both as a brand that advocates for a better life at home and as an employer who cares about its employees and their work-life balance,” says the IKEA representative.
The representative online survey was conducted by Norstat on behalf of IKEA in July 2024, involving 1,000 residents of Estonia aged 18-74.
“People often sacrifice sleeping hours to have more time for themselves, accomplish their goals, and just do more. However, research reveals that we are less productive and creative with fewer hours of sleep. Sleeping 7 hours or less can reduce productivity by up to 30%. Additionally, research has found that sleep debt can affect our ability to make clear decisions and make us more likely to make risky choices. This can make planning and managing complex tasks more difficult. According to research, poor sleep can also cause problems with time management and work productivity. Reduced sleep also affects energy levels, motivation, and resilience to stress,” - lists psychologist and sleep consultant Kene Vernik the consequences of sleep deprivation.
Not getting enough sleep also has an impact on physical health, such as immunity, she says: “Sleep and the immune system are closely related. Having enough sleep can aid in wound recovery and healing or fighting infections. On the other hand, insufficient sleep can impact a more serious and longer illness and harder to recover. It also significantly contributes to mental wellbeing and mental resistance”
Estonian citizens most often sacrifice sleep for work and other responsibilities
Vernik recommends aiming for 7-9 hours of sleep each night. However, a recent survey on sleep habits reveals that a fourth of people in Estonia get just six hours of sleep or even less.“People admit sacrificing sleep for work or study (28%), watching movies or TV series (22%), using social media or browsing the internet (20%). Among the primary reasons for insufficient sleep also lists concerns about work and other responsibilities (32%), as well as taking care of children or other family members (20%),” says Marko Põder, Market Manager at IKEA Estonia, which commissioned the study.
Meanwhile, sleep researcher Kene Vernik attributes the results to living in a society that encourages overwork and therefore people lack the time for themselves and/or their close ones.
“Sleep is often sacrificed for work or leisure due to the fear of missing out or not getting things done—commonly referred to as FOMO. FOMO is common in adolescents and young adults, who spend a lot of time on social media often at the expense of a night's sleep. However, scientific research indicates that only after a good night’s sleep can we achieve optimal productivity and motivation, enabling us to accomplish more and do it more efficiently,” says the psychologist.
According to her, there’s no need to look for complicated recipes. The key is to get the recommended amount of sleep and maintain a regular sleep schedule, going to bed and waking up at the same time every day, even on weekends. This helps train your brain to fall asleep more easily and ensures a more qualitative night's rest.
Wake up! It’s time to sleep.
“Many people link sleep with rest and relaxation—indeed, 3 in 4 survey respondents consider sleep essential for health, happiness and success. However, other responses reveal that, in reality, commitments and entertainment often take precedence. We are now in a position where we need to advocate for the importance of sleep and remind people that a better everyday life begins with a good night’s rest,” says Põder.In collaboration with experts, IKEA is launching the new financial year with a campaign called “Wake up! It’s time to sleep”. The goal of the campaign is to raise awareness about the importance of regular quality sleep among its employees and the society.
“Scientific facts clearly shows that sleep deprivation makes us less satisfied with life, more likely to make mistakes, making it harder for us to get along with other people, our teammates and our customers. That's why talking about the importance of sleep and offering solutions ensuring it, is relevant to us, both as a brand that advocates for a better life at home and as an employer who cares about its employees and their work-life balance,” says the IKEA representative.
The representative online survey was conducted by Norstat on behalf of IKEA in July 2024, involving 1,000 residents of Estonia aged 18-74.