Swedish Pharmacy Chain Pilots 'Friendcare' Scheme to Combat Loneliness
Apotek Hjärtat in Sweden has launched a pilot program called 'vänvård'—a play on the word for wellness—to combat loneliness by encouraging employees to invest time in their friendships. Starting in April, 11 participants in the year-long trial in Kalmar are given 15 minutes per week, or one hour per month, of paid time specifically to focus on friendships, along with 1,000 kronor to fund friendship activities. The scheme is complemented by online loneliness training available to 4,000 employees.
CEO Monica Magnusson stated that the pilot aims to assess the impact on wellbeing; participants include both those who feel lonely and those who do not. Self-assessments so far indicate higher life satisfaction among those involved.
The initiative aligns with wider efforts by the Swedish government and Public Health Agency to prioritize loneliness as a health concern. Health Minister Jakob Forssmed has emphasized awareness of both health and economic consequences of loneliness but has not committed to a national scale-up or tax deductions related to such programs. National statistics indicate around 14% of Swedes feel lonely, with 2024 data from Statistics Sweden showing 8% have no close friend. Loneliness is notably higher among one-person households, which constitute over 40% of such cases.
Further efforts include the 'Together against involuntary loneliness' network, comprising about 20 Nordic brands such as Ikea and HSB, which facilitates cross-company collaboration to address loneliness. Separately, a project in Piteå involves 20 businesses offering wellness grants aimed at group cultural activities to enhance wellbeing and social inclusion.
Health Minister Forssmed is monitoring the Apotek Hjärtat pilot but notes it is too early to decide on a broader rollout.
