Swedish Pharmacy Staff Trial ‘Friendship Hour’ to Tackle Loneliness

Staff at Swedish pharmacy chain Apotek Hjärtat are taking part in a pilot “friendcare” scheme, giving employees paid time off to connect with friends and strengthen social bonds. Participants, like pharmacy worker Yasmine Lindberg, are granted 15 minutes a week or an hour a month during working hours to meet, call, or message friends. Volunteers also receive 1,000 kronor annually to spend on friendship-based activities and online training on recognising and addressing loneliness.

The initiative is part of Sweden’s broader effort to address a growing loneliness concern. Health Minister Jakob Forssmed and other officials are encouraging businesses to play an active role, noting that loneliness poses significant public health risks and economic costs. Around 14% of Swedes report feeling lonely some or all of the time, with structural factors like single-person households, cold winters, and a culture of valuing personal space contributing to social isolation.

Apotek Hjärtat CEO Monica Magnusson says early results from self-assessment surveys show participants reporting higher life satisfaction. The company is collaborating with other Nordic firms through the ‘Together against involuntary loneliness’ network to share strategies and best practices. Psychologists highlight that while these programs help lower the threshold for social interaction, deeper societal issues like income inequality, urban design, and digital habits also need attention for lasting solutions.

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