Apotek Hjärtat, a well-known pharmaceutical company in Sweden, has launched a pilot initiative called “friendcare.” This launch comes in response to a growing recognition of loneliness as a significant public health concern, as noted by the World Health Organization.
The Swedish government has encouraged businesses to play an active role in combating loneliness, which inspired this program. “Friendship Hour,” as part of the initiative, allows employees to take 15 minutes a week, or one hour a month, during working hours specifically dedicated to engaging with friends or making new connections.
Yasmine Lindberg, one of the employees participating in the program, shared her experience, stating, “I’m really tired when I go home. I don’t have time or energy to meet my friends.” After a divorce four years ago, Lindberg noted that she often feels quite lonely but emphasized that the Friendship Hour is helpful in improving her social interactions.
Participants in the program receive a stipend of 1,000 kronor (approximately $100 USD) to support social activities throughout the year. Additionally, the program includes online training for employees to recognize and address signs of loneliness among themselves and their peers.
Lindberg expressed a desire to enhance her social life, mentioning how the program encourages her to reach out to others. “I feel happier. You can’t live through the internet like most people do these days,” she remarked.
This initiative builds on existing practices within many Swedish workplaces, such as “friskvård,” which provides employees tax-free allowances for wellness activities. The “friendcare” program aligns with initiatives already taken to promote well-being at work.
CEO of Apotek Hjärtat, Monica Magnusson, highlighted the aim of the pilot program, stating it seeks to evaluate whether dedicating time to friendship can positively impact employee well-being. The program evolved from previous collaboration with the mental health charity Mind, which found that brief, meaningful conversations between pharmacists and customers could alleviate feelings of isolation in the workplace.
The program commenced in April 2025, and while it is still in its early stages, preliminary self-assessment surveys from participants suggest higher levels of life satisfaction compared to before the program began. Although no definitive conclusions have been drawn regarding wider implementation, Magnusson expressed interest in the outcomes of this pilot.
Swedish Health Minister Jakob Forssmed acknowledged the initiative’s significance, commenting on its potential while steering clear of making any immediate commitments to expand it on a governmental level.
Apotek Hjärtat is also part of a collaborative effort called “Together against involuntary loneliness,” which comprises 20 significant Nordic brands, including Ikea. This network aims to share strategies for addressing the issue of loneliness across various sectors.
The initiative represents an important step within the corporate world, focusing on well-being and addressing loneliness, which many find as an increasingly common issue. By allowing time for social interaction, Apotek Hjärtat seeks to contribute to a more connected and supportive work environment for its employees.
As conversations about workplace wellness continue, programs like Friendship Hour may serve as an important part of broader efforts to strengthen social bonds and reduce feelings of isolation in professional settings.
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