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Sweden Tackles Loneliness Epidemic with Paid “Friendcare” Time for Workers
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Sweden is pioneering a novel approach to public health, recognizing loneliness not just as a social issue, but as a notable economic and medical concern. A growing number of businesses, spurred by a new national strategy, are now offering employees paid time off to cultivate friendships and combat social isolation, a move highlighted by the innovative “friendcare” scheme at pharmacy chain Apotek Hjärtat.
A Nation Confronts Isolation
The initiative comes as Sweden grapples with rising rates of loneliness. recent research indicates that approximately 14% of the Swedish population reports feeling lonely some or all of the time – a figure slightly higher than the EU average. A 2024 study by Statistics Sweden revealed that 8% of adults in the country lack a single close friend. These statistics prompted the government to commission Sweden’s first national strategy to minimize loneliness,released in July,emphasizing collaboration between businesses,municipalities,and civil society.
“We need to… have a greater awareness about this, that this is something that really affects health, and affects the economy,” explained Minister for Social Affairs Camilla Waltersson Grönwall during the strategy’s launch.”Loneliness is not just a matter of feeling bad; it can lead to serious health problems and increased healthcare costs.” The strategy aims to integrate loneliness prevention into existing healthcare and social services, and to encourage initiatives like Apotek Hjärtat’s “friendcare.”
“Friendcare” in Practice
Apotek Hjärtat’s “friendcare” benefit allows employees to take up to three hours of paid time each month to engage in social activities with friends or family. This could include anything from grabbing coffee to attending a concert, or simply spending quality time together. The program is currently being piloted with a select group of employees, but the company hopes to expand it based on initial feedback.
“We want to create a workplace where it’s okay to talk about loneliness and where employees feel supported in building and maintaining relationships,” said Linda Backman, Apotek Hjärtat’s HR director. “We certainly know that strong social connections are vital for wellbeing, and we want to empower our employees to prioritize those connections, just as they prioritize their physical health.” The idea stemmed from observing how people increasingly connect through the internet like most people do these days.”
The concept of “friendcare,” or “vänvård” in Swedish,is a purposeful play on words with “friskvård,” the established Swedish benefit offering employees wellness allowances for fitness or massages.”This is a reflection on that, but targeting loneliness and relationships instead,” explained Monica Magnusson, Apotek Hjärtat’s CEO. The company previously collaborated with the mental health charity Mind, discovering that even brief, meaningful conversations between pharmacists and customers could alleviate feelings of isolation.
A Broader Business Response
apotek Hjärtat’s initiative is part of a larger network, “Together against involuntary loneliness,” launched by Minister Forssmed in 2023.This network includes approximately 20 major Nordic brands, including Ikea, strawberry, and HSB, all sharing strategies to address loneliness. Representatives from these firms have even participated in Apotek Hjärtat’s online loneliness training, demonstrating a willingness to collaborate beyond customary competitive boundaries.
“it’s quite a different approach to working together,” Magnusson noted, “collaborating as companies in an area where you just let competition go, and instead try and figure out ‘how can we tackle this common obstacle that we have?'”
Similar initiatives are emerging elsewhere in Sweden. In Piteå, northern Sweden, 20 businesses are offering wellness grants for employees to attend cultural events, aiming to boost wellbeing and social inclusion.
Cultural Factors and Future Outlook
Experts suggest that cultural factors contribute to loneliness in Sweden.Daniel Ek, a Swedish psychologist and co-author of The Power of Friendship, points to the Swedish emphasis on personal space and a reluctance to initiate social interaction. “The Swedish mentality is like – you shouldn’t disturb others. We value personal space a lot,and we have a hard time breaking the ice,” he said. Additionally, the prevalence of single-person households – over 40% of Swedish homes – exacerbates the issue.
While it’s too early to determine whether Apotek Hjärtat’s “friendcare” project will be expanded company-wide, initial self-assessment surveys indicate increased life satisfaction among participants. Minister Forssmed is closely monitoring the program’s progress, but stopped short of promising government funding or tax incentives for similar initiatives.
Ek believes these initiatives are a positive step, but emphasizes the need for broader societal reflection. “What is happening in society that makes us have to have those lower thresholds for meeting and connecting? I think that
