Businesses are well positioned to tackle loneliness, with a new report urging organisations to take a leading role in combating the societal issue.
The University of Manchester’s Business vs. Loneliness report highlighted that, contrary to common belief, loneliness decreased with age.
Based on research involving 50,000 individuals across five countries, the report found 29 percent of Gen Z felt lonely compared to 14 percent of Baby Boomers and the Silent Generation.
“Yet, most interventions still focus on the elderly — highlighting a gap for products, services, and workplace cultures that prioritise belonging amongst young people,” the report stated.
The report showed that more than 44 percent of people around the world felt moderately to very lonely and suggested loneliness was a wider social and economic problem that needed large-scale, system-wide solutions.
It found 14 percent of people who completed the survey said they had nowhere to go when they felt lonely, but wanted to connect with others.
“This is a clear opportunity for businesses to create connection-friendly spaces in places such as cafés, retail stores, and offices.
“Perhaps surprisingly, more than 50 percent of people find positive alone time a helpful way of overcoming loneliness — revealing a powerful opportunity for businesses to design environments, products, and experiences that support solitude, not just social interaction,” it stated.
It found 60 percent reported experiencing “relational” or “collective” loneliness, not just “intimate” loneliness, opening the door for brands to design experiences that foster everyday social connection.
Access the report: Business v Loneliness.
