How to stay motivated during the winter months

woman standing outside a window looking at a snowy scene holding a tea — (Image credit: Getty Images)

It’s cold out there. And dark almost as soon as the working day is done. And the rain. When will it ever stop raining?!

Amidst all this, the challenge is, how to stay motivated? Where do the ideas come from when you’ve hibernated for the last few months, haven’t seen the sunshine in longer than you’d care to remember and the words and images just aren’t flowing?

The importance of other people

Bristol creative industries meetup — Lis Anderson, co-chair of Bristol Creative Industries and founder of strategic comms agency AMBITIOUS believes in the importance of creative meet-ups (Image credit: Lis Anderson)

It can be easy to squirrel yourself away in the winter, your sofa taking on the perfect indentation of your body. But being around people, if only for an evening, can do wonders for your mood and creative output.

“For me, the best antidote to the winter slump is getting in a room with other creative people," says Lis Anderson, co-chair of Bristol Creative Industries and founder of strategic comms agency AMBITIOUS.

"Face‑to‑face events have a kind of energy you simply can’t replicate on a screen. It’s those spontaneous conversations, unexpected connections and shared moments of humour or inspiration.

"When the days are short and motivation dips, showing up in person reminds us that creativity is a collective sport. It reconnects us to our community, lifts our mood and sparks the sort of thinking that carries us through the darker months."

woman at a desk with a sketchbook — Lizzie Hutchison is senior copywriter at AML Group (Image credit: Lizzie Hutchinson)

Lizzie Hutchison, senior copywriter at AML Group gets the same kind of energy from pitching: “This year, I must have landed on the naughty list, as I've been back-to-back pitching through the winter.

"Pitches, for all their faults – stress, sleep deprivation, sugary snacks and a severe lack of vitamin D – make you more creative. You get to do the blue sky thinking when it’s pitch black outside. And the razzle-dazzle adrenaline rush that comes from standing in a room of strangers, persuading them that your idea will save their business. Honestly, I couldn’t recommend it more. Sleep, shmeep."

woman in a cafe — Freddie Smithson, Creative Director at The Midnight Club and the brains behind the @freddiemade Instagram account (Image credit: Freddie Smithson)

According to Freddie Smithson, creative director at The Midnight Club and the brains behind the Instagram account @freddiemade, the secret is to get moving: “I go to the gym or exercise every day after work without fail, unless it’s unavoidable. I find I look forward to it throughout the day and use it to blow off steam, it forces me to put my phone down for an hour and socialise with others (not about work). It means I can return to work with a fresh reset and go again."

man with glasses and a zipper top — Michael Ruby is co-founder and chief creative officer of Park & Battery (Image credit: Michael Ruby)

Michael Ruby, CCO at Park & Battery has a novel way to connect: “I sing in a local choir every week; it’s my way of staying connected to creativity outside the brand world.”

man with glasses and a brown shirt — (Image credit: Joseph Slawinski)

“No amount of Vitamin D in the world can keep a winter hermit motivated," adds Joseph Slawinski, social impact creative at Shape History. "Get out, go to the office, see your friends. Even if you hate people, the interactions we have with each other do magical things inside our brains that we’ll probably never understand. And they may even give you an idea."

Don't fight the season, embrace it

woman sitting in a cafe at a macbook — Sinita Khela is a 3D Designer at Wonder (Image credit: Sinita Khela)

There’s no point in trying to live like it’s the height of summer when it’s light for five hours a day. Instead, embrace the season you’re in, say our creatives.

"Maintaining creative momentum during a wet British winter requires a shift in perspective," believes Sinita Khela, 3D Designer at Wonder. "Rather than try to fight the gloom, embrace the season’s stillness. Set gentler goals, prioritise warm lighting, comforting music and steaming bowls of lasagne soup."

woman sitting at a desk holding a cup of something — Bri Miller is a creative copywriter at Bray Leino (Image credit: Bri Miller)

Bri Miller, creative copywriter at Bray Leino offers a running-based tip: "After complaining about having to run in the rain, a fellow runner said to me: lean into the misery. That’s how I’ve been dealing with creative motivation lately. When my mind feels clouded with lethargy, instead of fighting it, I lean into what’s demotivating me. I accept I’m not ‘feeling it’. In doing so, I release the pressure to perform, and strangely, that’s when I start performing."

Sweet spot bakery with branding in red and white — Alice Bird, midweight designer at Backlash, is behind the Clarin's Sweet Spot work (Image credit: Alice Bird)

“I believe it’s important to embrace spending time inside during the frosty months which allows me to slow down, recharge and explore cozy hobbies such as reading and cooking with friends," says Alice Bird, a midweight designer at Backlash.

"I find myself seeking indoor spaces for fun and new experiences that spark creativity whether this is visiting a new art exhibition, strolling around a museum on a rainy Sunday or eating at a restaurant that’s been on my ‘to visit’ list. These activities bring me the inspiration and good energy I can use to refresh day-to-day life and my creative process."

Let your mind, or body, wander

man with beard and a dark shirt on a spotty background — Charlie Pendarves is associate creative director and partner at BBH London (Image credit: Charlie Pendarves)

It’s important in winter to not be so hard on yourself. To give your brain, and your body, time to explore. To not be constrained by the season they find themselves in.

"This might seem counterintuitive, but one thing that’s helped inspire me to be more creative recently is by not looking for anything to inspire me," says Charlie Pendarves, associate creative director and partner at BBH London.

"And by that I mean, consciously taking time where I can just sit with my own thoughts, without the distractions of daily life. Like in the sauna or on a walk without my phone or if I can be bothered, a run. Just having that space to actually think and let my mind wander for a bit has been so valuable these past few months."

man on a balcony with view behind him — Stan Hines Jr., senior creative at Amplify (Image credit: Stan Hines Jr)

Stan Hines Jr., senior creative at Amplify says: “I’m a lefty and a Gemini, so my creative energy is usually in go mode. I believe you have to experience things in real life instead of staring at a screen all day to get ideas flowing. I like to let my imagination roam free, like horses in an open field. You never know what you’ll find.

"During winter, I can’t just sit inside and expect inspiration to hit. If it’s not disrespectfully cold, I get out. If I can travel, I’m gone. Exploring other cultures and creative spaces always resets me."

view of a desk with a lamp on it and a chair behind it — Roberto Max Salas, co-founder and president of creative agency Young Hero, escapes to the sun (Image credit: Roberto Max Salas)

And if all else fails, escape says Roberto Max Salas, co-founder and president of creative agency Young Hero: “During the winter I usually head back to Ecuador, where I grew up, with my wife and kid to escape the cold. But honestly, it’s more than just the weather. The change of scenery really resets me.

"Different pace, different routines and conversations with friends and cousins who see culture through a completely different lens. It always gives me a broader perspective, and I end up bringing that fresh energy back with me to New York in the spring."

Make actual stuff

woman with long dark hair and pinstriped outfit — (Image credit: Madeline Meade)

Many creative roles in our industry involve a lot of thinking with the brain rather than making with the hands. But this physical making can be a balm for waning motivation in the winter, as Madeline Meade, co-founder and head of creative of female-founded social agency Corner Table Creative says:

"I’ve been dusting off my jewellery tools lately. I started making and selling pieces at 13 and later studied jewellery design at FIT. While it’s not my career now, it’s a hobby that fuels me creatively. After so much screen-based work shaping decks and narratives, it feels refreshing, and grounding, to make something physical with my hands."

If you're still feeling stuck, see our tips on how to beat creative block.

TOPICS

Izzy Ashton is a journalist, editor and PR professional who’s held editorial and communications roles at comms and entertainment group Common Interest, B2B PR agency Propeller, global creative agency 180 Global and insights and trends platform BITE (Creativebrief). She’s a panel host, published author, one-time voice over artist and distinctly average surfer. She is also the founder and editor-in-chief of Lift As You Climb, a platform that supports, celebrates and shouts loudly about exceptional creative talent, of every level. It’s designed to offer a reminder that none of us got where we are without someone paving the way before us.

You must confirm your public display name before commenting

Please logout and then login again, you will then be prompted to enter your display name.