Small talk improves lives

What comes to mind when you think about loneliness? An older person sitting at home on their own for days on end? Something you should be ashamed or embarrassed about feeling? If so, then think again. The truth is that nearly everyone, of all ages and from all walks of life, experiences loneliness at some point – and it certainly doesn’t mean there’s anything wrong with you. In 2023 in the UK, 85% of UK adults had experienced loneliness in the last 12 months and 44% felt chronically lonely at some point*.

The WHO Commission on Social Connection (2024–2026) highlighted loneliness as a global public health priority, whilst the US Surgeon General has raised alarm about the devastating impact of loneliness on individuals and wider society.

Whilst loneliness is a natural feeling, a normal human reaction to when our social needs are not being met, the recent studies (mentioned above) highlight if we don’t address those needs, it can start to affect our mental and physical health and can have a significant impact on us as individuals. We’re social beings after all, and we need human interaction to thrive. And in a world still recovering from the impact of the COVID-19 pandemic and one which, at times, seems more divided than ever before, the need for social connection and bringing people together has never been greater.

That’s why at HEINEKEN UK we’re proud to support Marmalade Trust in its work to do something about it and change the way we think about loneliness. It’s a charity very much aligned to our business, which is built on social connections and Brewing the Joy of True Togetherness.

Loneliness Awareness Week this year highlights the need for Random Acts of Connection – the impromptu social interaction with people you don’t know. We know from research that over half of people feel happier and less lonely after spontaneous encounters with strangers – small talk really does improve lives.

Pubs, of course, are at the heart of communities and play a key role in bringing people together. Since partnering with Marmalade Trust in 2023, we’ve used the scale of our Star Pubs estate to build awareness of loneliness and the importance of social connections to all of us, while HEINEKEN UK colleagues across the country were quick off the mark to help amplify the charity’s mission with some phenomenal fundraising efforts.

Highlights of our charity partnership’s inaugural year included Loneliness Awareness Week, where we helped to deliver over 1,500 events and drive nearly 25,000 visits to the Marmalade Trust website, while festive initiatives featured well over 200 Christmas lunches, hampers and doorstep visits. The high point of the year saw us host the Marmalade Ball to celebrate the partnership and raise further funds.

Fuelled by  achievements last year, we’re raising the bar in 2024 to increase awareness of the fantastic work Marmalade Trust does and to help reach even more people impacted by loneliness and social isolation. Colleagues have already shown they’re up for the challenge by clocking up the miles during our regional Star Turns Orange initiative, which saw wonderful collaboration across our teams, while the return of the Marmalade Ball is sure to deliver another night to remember in October.

Right now all eyes are on Loneliness Awareness Week, when colleagues from all areas of HEINEKEN UK will once again come together to raise funds, boost recognition of an important cause and make a positive social impact both in communities and across our business. This is what makes me proud to be part of HEINEKEN UK. A very big thanks to all those taking part.

*Source: Marmalade Trust / Nextdoor research June 2023