Which U.K. areas have become the most forgetful due to the pandemic?

• Two thirds (65%) say they’ve become more forgetful since lockdown began
• On average, Brits forget 93 things per month and 7-9am is the prime time for forgetfulness
• A third (32%) of British pet owners are forgetting their animals’ flea treatment

Brits are forgetting an average of 1095 things per year, as nearly two thirds (65%) admit they have become more forgetful since the pandemic began in March 2020.

The research by pet wellness experts Itch finds that over two thirds (69%) of the nation, and in particular, pet owners, admit they are forgetful and this is affecting their day-to-day activities. Brain fog, a term used for certain symptoms that can affect your ability to think, is also on the increase, with 71% saying they have experienced symptoms since the start of lockdown.

The inability to switch off (32%), a lack of diverse routine (34%) and a lack of sleep (40%) are the main reasons why people are experiencing an increase in forgetfulness and brain fog.

The study also finds that on average, Brits forget at least three things per day, equating to 93 things on average per month, with lockdown likely to blame. It is revealed that the hours of 7-9am are when Brits are at their most forgetful.

When it comes to the things people are most likely to forget, passwords for different accounts tops the list with nearly two thirds (65%) admitting they find them hard to remember. Over half of Brits (55%) are forgetting shopping items when they’re out and not realising until they get home and almost half of Brits (48%) are consistently forgetting people’s names. It’s also clear the pandemic is still having an impact, with 46% forgetting their face coverings when out and about.

The top 10 items most likely to be forgotten:

Jo Hemmings, an experienced Behavioural Psychologist and registered member of the British Psychological Society (BPS), comments:

“Whether it’s going upstairs to do something and then forgetting why you went there, or telling a story with a point that you can’t quite recall halfway through your first sentence, we have all had one thing in common during this pandemic – we have suffered in one form or another from ‘brain fog’.

“Brain fog is undoubtedly a form of cognitive impairment, but unlike many more serious conditions, it is nearly always temporary and will return once we get back into a recognisable and familiar routine.

“Did you know that doing something like walking your dog at the same time each day can create micro-doses of order out of potential chaos and offer that all-important structure?

“As Itch’s research found that flea treatment is the most likely forgotten pet responsibility, with  forgetting poo bags during walks following shortly behind, it’s worth trying to keep to a routine with your pet. This will help both of you!”

With summer and peak flea season upon us and pet owners most likely to forget their pet’s flea treatment, this is bad news for their fluffy companions. With pets being a saviour and companion for many during lockdown, it’s important that we don’t forget their needs too.

The top 5 things most likely to be forgotten by pet owners:

Dr Paul Manktelow, well-known TV vet and Itch advisory panellist, comments:  

“The pandemic disrupted our daily routine and schedules in many ways, so it’s no surprise that things were forgotten.

“But parasites don’t go away! So having your pet’s preventive treatments delivered directly to your door is a great way of reminding you to administer them on time.”

Itch is a winning combination of pet health and well-being products, including highly effective parasite treatments and automatic delivery to your front door, exactly when you need it. So you’ll never forget to protect your pet again.

For further advice and top tips from Jo Hemmings on how to deal with brain fog, plus tips from Paul Manktelow on dealing with fleas, please visit https://blog.itchpet.com/covid-brain-fog.