America has a vacation problem.
Paid time off is a sore subject for American workers. Yes, you know about the paid time off sitting in your account. You worked for it. But as the year slips by, each month, it remains unused. Suddenly, it’s nearly the end of summer, with no vacations, no road trips, or even overnight plans to see your favorite cousin on the horizon.
Why? You’ve earned those days fair and square. They’re yours. But with that earned time also comes a nagging guilt, which can take the form of voices saying “I’m too busy,” or “the rest of the team will resent me” when you need to rest the most.
- YouTube www.youtube.com
Which brings us to an unexpected champion: siggi’s, the Icelandic yogurt company that’s calling out America’s toxic work culture. In a campaign that’s as refreshing as their skyr (a thick, creamy, high-protein yogurt that hails from founder Siggi Hilmarsson’s home country, Iceland), siggi’s is offering $5,000 plus a $1,000 flight voucher to ten Americans who commit to taking all their paid time off this year. It’s called the “PT-YO Challenge,” and it’s rooted in something that might surprise you—Iceland’s approach to work-life balance and their consistently high rankings in global happiness indexes.
Iceland PTO policies: A model for well-being
While Americans struggle to use their limited vacation days, Iceland has built an entire culture around the importance of rest. Icelandic workers are legally entitled to 24 days of paid vacation per year, regardless of whether they’re part-time or full-time employees. On top of this, Iceland observes 13 public holidays each year (including Christmas Eve, Christmas, and the day after Christmas, which they refer to as “Second Day of Christmas”), bringing Iceland’s total guaranteed time off to at least 37 days.
Sounds nice, right? That’s because it is.
siggi's is challenging Americans to use their PTO. All of it. Photo credit: siggi's
Research consistently shows that generous PTO policies like Iceland’s promote employee well-being, reduce burnout, and boost productivity. Countries with robust vacation cultures, like Denmark (which grants workers 25 days of PTO), the United Kingdom (28 days), and France (25 days) report higher job satisfaction, better mental health, and improved organizational loyalty.
So, in Iceland, taking your vacation isn’t seen as slacking off—it’s seen as essential maintenance for both your mental health and your ability to contribute meaningfully when you return.
It’s a virtuous cycle that benefits everyone: rested people are more effective at work. Simple as that.
“As an entrepreneur, I know how hard it is to step away,” said Siggi Hilmarsson, the company’s founder, in a press release. “But stepping away is where the real breakthroughs happen.”
And it’s more than talk. Beyond the PT-YO challenge, siggi’s and its parent company Lactalis Group support and offer a competitive suite of benefits for employees. Upon hire, siggi’s workers are granted automatic PTO days, and can build towards life insurance and a generous 401K plan.
The mantra here? “Life is stressful—but you’ll be surprised by how much simpler it gets when you slow down.”
America’s PTO problem: Why aren’t we taking time off?
Now, for the not-so-fun part. The contrast with American work culture is stark. Unlike Iceland and most European nations, the United States lacks any federal law mandating paid vacation, personal time, or paid time off for private-sector workers. The average American private-sector worker receives about 12 days of PTO per year, less than half of what Icelandic workers get as a legal minimum. But remember, this only goes for those with full benefits, and many workers (especially low-wage, part-time, or gig employees) get far less or even none.
But here’s the kicker: even those measly 12 days often go unused. A 2024 study found that nearly two-thirds (62%) of Americans do not use all of their PTO, with 5.5% of American workers not using any of their PTO at all. The same study revealed that on average, employees only use 67% of their PTO allocation, leaving 33% behind! How many days is that, collectively? Well, siggi’s did the math.
Americans left 700 million PTO days unused in 2024. That translates to $312 billion in untouched vacation days, just sitting there, relaxing, like you were supposed to be in Saint-Tropez last year. That’s not a typo, by the way. Billion. With a B.
A billboard in Times Square advertising siggi's PT-YO challenge. Photo credit: siggi's
Dig a little deeper, and the reasons Americans give for not taking time off reveal a fractured work culture that’s filled with complex, overlapping issues and is fundamentally broken.
Marta Turba, WorldatWork’s vice president of content strategy, explains that the top three reasons why American workers struggle to take time are:
- They lack adequate support and encouragement in this area from their employers.
- They exhibit a compelling need for job and career security, which often leads to an “always on” mindset.
- Their organization’s PTO plan designs do not incentivize taking time off.
“While a PTO policy may offer generous benefits, the subtleties of company culture—daily workflows and unspoken expectations—often signal whether taking leave is truly acceptable and how it might impact one’s career,” she continued, to Workspan Daily.
This lack of rest on a nationwide scale has disastrous effects on the working public: research shows that employees who don’t take mental health days are more likely to experience stress and anxiety, as well as health problems, like heart disease, obesity, and depression.
Not taking breaks or vacations actually makes you less productive and more stressed. Photo credit: Canva
According to Tim Osiecki, a director at Harris Research, Americans have found themselves in a dysfunctional paradox—as employees continue to work without breaks (and employers enable this behavior), this can lead to burnout, decreased productivity, and increased mistakes. It pays to prioritize your employees’ right to rest, because for companies, the opposite can be disastrous: higher absenteeism rates and reduced job satisfaction/morale, which can lead to a decline in overall performance and loyalty.
siggi’s: A company that puts their money where their mouth is
The PT-YO Challenge isn’t just a marketing stunt—it’s a direct challenge to American work culture.
By offering $5,000 to help cover the costs of taking time off, siggi’s is addressing one of the real barriers Americans face: the expense of taking vacations that keeps so many workers chained to their desks, even when they have the days available.
Ready to join the challenge? Head to siggi’s website to submit your PT-YO request, or start by planning that vacation you’ve been putting off. Your future self will thank you.
NOTE: The deadline to submit to siggi’s PT-YO Challenge is Tuesday, August 5th.
This could be you! Enter siggi's challenge today! Photo credit: Canva
Ever stare at the clock and repeatedly wonder why you can't fall asleep? It's called "spectatoring." Photo by 
Deep, intentional breathing may jumpstart melatonin production, helping us sleep. Photo by 
