Report: Unyoked finds that time in nature improves creative output
A new report from brand consultancy Interbrand and nature-focused startup Unyoked finds that employee wellbeing and creativity spikes after time in nature.
A new report from remote cabin startup Unyoked and brand consultancy Interbrand Australia has found that time in nature improves employee wellbeing and creativity.
Starting with a hypothetical “Can spending time in nature have an impact on our creative output?” the study tested participants’ output after a few days in an Unyoked cabin.
Scientific studies have shown that spending extended time in nature disconnected from attention-distracting technology enhances creativity and improves problem solving skills by up to 50%.
Positioning themselves as ‘the Nike of nature’, and expanding fast internationally after 2023’s $28m raise, Sydney-based startup Unyoked believes nature is the answer to modern working life’s problems, what co-founder Cam Grant describes as “a superpower in front of our noses”.
To help everyone access the benefits of being outdoors, Unyoked have built a network of typically off-grid cabins in secluded natural locations – mostly less than an hour from major cities.
Nature x Creativity
Unyoked is keen to explain the benefits of its cabins to companies as well as consumers, creating packages to support employees, foster loyalty, and boost productivity.
“One of the least understood benefits of time in nature is creativity,” Grant told SmartCompany.
“If entrepreneurs and SMEs go out to nature and use that time to think deeply about a challenge or opportunity, it’s likely that they will have better, more original ideas than they would have staying in the office.”
“We’re trying to develop positive habitual behaviour – a nature habit – by helping people understand the use cases and benefits of helping time in nature.”
To explore the impact of time nature on its employees, Interbrand sent staff on solo trips to Unyoked cabins in NSW to work on client briefs.
Participants document their feelings during their stays. Back in the office, their output was evaluated and four key findings emerged: less pressure leads to more flow, constraints spark creativity, solitude builds confidence, and nature heightened experiences.
One participant, creative director Megan Schierhout, said: “Beyond the break from routine, the focus and clarity that came from a meeting-free day was a true luxury. Removing the usual distractions gave me the space to be more intentional with my time.”
“Unyoked at Work offers partners a range of things,” explained Grant.
Packages help team members unwind, recharge and reconnect with their wellbeing. Businesses immersing them their employees in natural surroundings, away from the usual work stressors, foster a sense of appreciation and gratitude among employees, contributing to a positive and motivated work culture.
“Nature is built into these companies’ operating rhythms,” said Grant.
“Their staff go to nature before their creative planning, go during the discover phase to come up with ideas, then they use nature to recharge and build resilience after peak periods of stress: end of financial year is a good example.”
Win! Work In Nature policy
The study will be rolled out globally this year, with Interbrand and Unyoked developing a ‘Work In Nature’ (WIN) policy that businesses can adopt to help spark creative thinking.
“The world of work continues to change for creatives, and not necessarily for the better,” said Interbrand Ausralia’s CEO Nathan Birch.
“Long hours have led to staleness. Economic pressures mean a need to do more with less. Tech has people questioning their processes and validity. Maybe things need to change a bit, starting with the environment in which people create.”
Founded in 2017 by twin brothers Cam and Chris Grant, Unyoked’s mission is to get more people into nature more often by raising awareness of nature’s scientifically-proven benefits, and helping people (including employees paid for by their companies) access the bush a little more easily.
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