Modern life is too demanding to turn out the lights and we're more sleep deprived than ever before. How can we get back in the habit of grabbing shut-eye? Ask someone how they are and their response, more often than not, is "fine but a bit tired". Not surprising when one in three of us have sleep problems, according to recent research.
The medical profession calls it tatt, short for "tired all the time". It's one of the most common complaints that doctors hear. The disappearance of rest from daily life is also one of the themes of a major new exhibition on sleep at the Wellcome Collection in London.
We just aren't getting enough sleep and it's slipping down people's list of priorities. It seems modern life is just too demanding - and exciting - to switch off.
As a result sleep deprivation is becoming a national problem, say experts.
Sleep is so important because it allows the brain to recover from the rigours of the day. Not getting enough has been found to increase the risk of obesity, heart disease and depression. The government is keen to tackle these health issues, efforts doomed to failure unless getting enough sleep is made a priority as well.
"Sleep is as important as diet and exercise when it comes to the nation's health," says Doctor Neil Stanley, a sleep expert at the Norfolk and Norwich University Hospital.
"But we place no importance on it in our culture. When you are sleep deprived you are putting yourself in a stress situation. In our culture it is socially acceptable to have had no sleep and go into work, even though your ability to function is severely impaired and you could be dangerous."
