Swedish Firms Trial 'Friendship Hour' to Combat Loneliness

Imagine getting paid to catch up with a friend or make a new connection. That's exactly what's happening in Sweden, where a major pharmacy chain is trialling a unique "friendcare" scheme, giving employees paid time off to socialise, all in an effort to tackle the growing issue of loneliness. Yasmine Lindberg, a 45-year-old pharmacy worker in Kalmar, is one of the first to benefit. After separating from her partner four years ago, Yasmine found herself feeling increasingly isolated. "I'm really tired when I go home. I don't have time or energy to meet my friends," she explained, highlighting a common struggle for many balancing work and family life. Now, thanks to her employer, Apotek Hjärtat, Yasmine receives 15 minutes a week, or an hour a month, during her working day specifically for nurturing friendships. This dedicated time can be used for a phone call, texting to make plans, or even meeting someone in person. She also received £80 and online training to help recognise and combat loneliness. Yasmine reports feeling "happier" since the pilot began, finding genuine connection more fulfilling than endless scrolling online. This innovative workplace initiative isn't just a feel-good perk; it's part of a broader national strategy. Sweden's government has identified loneliness as a significant public health concern, with Health Minister Jakob Forssmed warning of its links to serious illnesses like heart disease and strokes, and even early mortality. Businesses, he argues, have a crucial role to play, as loneliness impacts employee wellbeing, productivity, and ultimately, public finances through healthcare costs. Research suggests Sweden faces a particular challenge, with around 14% of its population reporting loneliness, slightly above the EU average. A recent study even found 8% of Swedish adults don't have a single close friend. Factors like long, dark winters, a cultural emphasis on personal space, and a high proportion of single-person households are thought to contribute. Apotek Hjärtat's "friendcare" project is inspired by Sweden's existing "friskvård" benefit, where many companies offer tax-free allowances or dedicated hours for fitness and wellness activities. This new scheme simply shifts the focus to social connection. Early self-assessment surveys from the pilot show participants reporting higher levels of life satisfaction. The pharmacy chain is also part of a wider network, 'Together against involuntary loneliness', initiated by the Health Minister. This group includes major Nordic brands like Ikea, who are collaborating to share strategies for tackling loneliness. While it's too early to say if "friendcare" will become widespread or receive government incentives, the interest from other businesses is clear. Psychologist Daniel Ek, co-author of 'The Power of Friendship', believes such initiatives can help "lower the threshold" for social interaction. However, he also urges a deeper look at structural issues like unemployment, income inequality, and the impact of digital device use, suggesting that societal changes are needed alongside workplace efforts to truly build a more connected future. --- Managing your business finances? TaxAce provides smart online accountancy services for UK businesses with flexible monthly plans. Image and reporting: https://www.bbc.co.uk | Read original article