Brits are tied up for nearly 23 days a year just making decisions, caught in two minds over simple things like what's for dinner or what to watch on TV. A study delving into the decision-making habits of 2,000 adults found we're faced with 16 different choices daily, taking us an hour and 32 minutes thinking it through, even though almost half reckon choosing bores them senseless. The research, conducted by OREO, has also uncovered that Brits regularly freeze up with 'decision paralysis', with 58% saying they get stuck sweating the small stuff.
There seems to be no respite when it comes to the big questions either. Can't settle on whether it's dinner or tea come evening? A hefty 14% of Brits are wrestling with the same dilemma, while 13% cant choose whether to put milk in their tea before or after the water. And don't mention scones - a lurking indecision about jam or cream first is plaguing 12% of the population.
To help inject more fun into decision-making and sharpen the choice game in a playful way, the cookie brand has drafted in ex-Premier League referee and Gladiators adjudicator, Mark Clattenburg. He's fronting the Trust the Twist service a social media tool answering the public's prayers as 74% say they crave more amusement in their day-to-day lives, and many desire spontaneity (58%) alongside playfulness (56%). Mark Clattenburg weighed in: "I'm known for making decisions in high pressure tournaments, but everyday choices can often feel intense too, so it's no surpri.