Comfortable seating, natural light and the absence of noise are the most crucial factors in encouraging creative thought, according to a study released today. The report, carried out by Land Rover with organisational psychologist Sir Cary Cooper and the Institute of Directors, questioned over 900 global CEOs, directors and high-level managers to assess the optimum environment for inspiring creative ideas.

It found that 84% of business leaders believe their environment is important for enabling creative thought. They listed fresh air, a feeling of space and natural materials (wood, leather etc.) as being vital for a creative environment, whilst two thirds thought being in comfort, having time to think were the required psychological conditions for having the best ideas. 1 in 5 executives said they have their best ideas in the car. For those who are working in the car, the most common activity is creative thought as they use the respite of a journey to relax and reflect inwardly. 

“Creative thoughts will often come to us at a time when we least expect them - when we are relaxed or not thinking about a problem. Experiments have shown that when dopamine is released into our brains from habitual or instinctive distractions, such as driving a car, we are more able to allow our brains to be creative." - Sir Cary Cooper.

With almost 1 in 10 execs revealing that they spent more than a quarter of their working week in their car, Land Rover has worked hard to perfect its luxury Range Rover vehicles, often driven or used by senior executives.

"We designed an interior for the Range Rover that ... promotes calm and serenity, and which creates that sense of elevation Range Rover is renowned for; something that just feels right.” - Gerry McGovern, Land Rover’s Chief Design Officer