Apotek Hjärtat, one of Sweden’s largest pharmacy chains, have recently started an exciting new project named “friendcare”, or “vänvård” in Swedish. With this initiative, the organization is directly addressing the increasing problem of loneliness among its staff. Led by Monica Magnusson as CEO, the program provides each participant 1,000 kronor, roughly $100 or £80. As social relationships and community building are vital for safety, this funding specifically supports friendship-building activities during the year-long trial. Health Minister Jakob Forssmed kicked off this initiative during the run-up to this year’s global phenomenon of involuntary loneliness. This issue has turned into a key public health issue in Sweden.
Participants such as 45-year-old Yasmine Lindberg are given uninterrupted hours to develop deeper bonds with friends they’ve brought along or work on building new ones. Each participant is allotted 15 minutes per week or an hour each month during working hours, offering a structured opportunity to prioritize social interactions amid busy schedules.
Magnusson emphasized the importance of this initiative, stating, “We try and see what the effects are from having the opportunity to spend a bit of time every week on safeguarding your relationships.” The friendcare project was inspired by our earlier work with mental health charity Mind. This strategic partnership is a testament to the commitment each organization has to improving employee mental health.
Sweden’s Public Health Agency issued its first national strategy to reduce loneliness this last July. This endeavor brings to life Forssmed’s assertion that loneliness is a widespread public health menace. Studies indicate that those who are often lonely are at increased risk of developing major health conditions such as coronary heart disease and strokes.
Daniel Ek, a Swedish psychologist, attributes some of the loneliness experienced by individuals in Sweden to cultural factors and environmental conditions. The Swedish mentality is a bit – don’t bother your neighbor. We Americans really value our personal space, and as soon as you get a little close, we have trouble getting past that awkward initiation,” he continued. Additionally, Ek notes that Sweden’s long, brutal winters and high unemployment rate—currently sitting at 8.7%—add to the isolation.
She noted that the numbers around loneliness in Sweden are shocking. Since over 40% of U.S. homes are single-person households, they are not needed. According to research from the Public Health Agency of Canada, individuals who reside alone report feeling lonelier than their counterparts who live in larger households do. The increase in income inequality and overuse of digital devices among young Swedes add to this disturbing trend.
As we learned from her testimony, written on the SURJ Action personal account of her life since splitting with her partner four years ago. She acknowledged that she was “I think quite lonely. Consequently, she was invited to fewer social events hosted by couples in her professional and personal network.” “I wanted to make it better for myself… like, kick myself in the back to do stuff,” she said, reflecting on her motivation to participate in the friendcare program.
Lindberg has begun to see these changes since becoming a part of the initiative. “I feel happier. You can’t live through the internet like most people do these days,” she remarked. Participant self-assessment surveys indicate a remarkable increase in improved quality of life measures. This positive development is particularly striking in contrast with the time prior to starting the project.
Monica Magnusson expressed optimism about the project’s potential impact, although she cautioned that it is too soon to determine whether it will be implemented more widely across Apotek Hjärtat or other businesses involved in the ‘Together against involuntary loneliness’ network.
Other businesses in this independent network are eager to learn more about the friendcare concept. This governmental shift reflects a growing recognition of the need for cross-sectoral collaboration to tackle loneliness head-on. Forssmed also called out the importance of addressing loneliness, not just as a major health concern, but as an influence on economic viability as well. “We need to… have a greater awareness about this, that this is something that really affects health and affects [the] economy as well,” he stated.
Beyond the scope of this initiative, we hope to see more focus on societal structures and systems that perpetuate loneliness. Daniel Ek noted, “What is happening in society that makes us have to have those lower thresholds for meeting and connecting? I think that’s an important thing to look at.” He further elaborated on how urban planning and social accessibility could play crucial roles in alleviating loneliness: “Income differences matter. Availability to events and places matter. How we build cities matters.”