Furniture and homewares retailer DUSK has launched a new a tongue-in-cheek awareness campaign about the nation’s most annoying sleeping habits.

DUSK has conducted research, highlighted across earned media assets, organic social, and DOOH creatives, the study of 2,000 UK adults revealed that 68% believe the person they share a bed with has annoying sleeping habits. Despite this, only 24% of Brits consider themselves to be an annoying sleeper.

Furthermore, the study found that although snoring is Brits’ most berated sleeping habit, more than half of the nation is guilty of doing it (54%).

In addition to our partners’ frustrating sleep habits, the research found that 36% of Brits say their sleep is currently being hindered by an uncomfortable bed.

In response to this surprising statistic, DUSK has also announced a brand-new Cosy Consultant initiative, in which members of the public can apply to become product testers for DUSK.

Alongside gift vouchers for compensation, the five Cosy Consultants will be sent a range of products from DUSK to review and feedback on, helping to inform the brands’ future product developments.

Speaking about the aim of this multi-channel campaign, which is a first for the homeware specialists, Sian Guest, Head of Brand at DUSK, comments: “We know how important comfort is to quality sleep, which is why our ethos when creating bedding has always been to give the luxury experience for less. And while our customers often turn to us to improve the comfort of their beds, this National Bed Month, we wanted to better understand the different barriers to a good night’s sleep that the nation is facing.

“Through tactical earned media, engaging organic social, and DOOH creatives, we want to get the nation talking, as our findings show that so many Brits are sharing the bed with an annoying sleeper.

“But beyond an opportunity to poke fun at your loved one’s sleeping sins, whether that be duvet hogging or disruptive snoring, the campaign also aims to highlight that these seemingly minor frustrations could be consistently or seriously impacting many people’s sleep routines.”