We all scroll through social and think 'wow, what a great life those people lead' - but all may not be as it seems.
At a time when we are more connected than ever before many of us share ‘our best lives’ on social media.
But new research by Heineken reveals that almost half (46%) of adult Brits experience feelings of loneliness at least once a week.
And here's the rub, the same number of Brits (45%) will conceal loneliness by fibbing to friends about what they did at the weekend.
Fake weekend social plans with friends include 40% saying they went to the pub, 36% fibbing about going into town and 34% will make up fictitious shopping trips with pals.
Instead of enjoying busy, exciting, fun-filled time with friends, they are too embarrassed or ashamed to say they spent the weekend alone.
And to coincide with Loneliness Awareness Week (June 12-18) Brits are in fact longing for more moments of social interaction - with 45% of saying we'd like to go on more night’s out, but we just don’t get the invites.
Heineken's new charity partner Marmalade Trust, one of the UK’s leading loneliness charities, which is dedicated to raising awareness of loneliness and helping people to make more social connections.
Together they will work together on a number of initiatives designed to combat loneliness. They include introducing loneliness awareness training for Heineken colleagues and rolling out fundraising and conversation starter kits across its 2,400 strong Star Pubs & Bars estate.
Marmalade Trust founder Amy Perrin: “We’re thrilled to be partnering with Heineken on a cause which is incredibly important to both of us. At Marmalade Trust we know just how prevalent loneliness is amongst those living in the UK and we also know how important the role pubs can play in bringing people together and fostering connections.
"With Heineken’s support, we hope to be able to raise even more awareness of loneliness across all demographics in society, and most importantly continue to provide people with the resources that they need to feel and get more connected.”
The Marmalade Trust partnership follows numerous initiatives that have brought people together under its ‘Brewing Good Cheer’ Christmas platform. Thousands of people have gathered together and forged connections in pubs across the country as part of the campaign which has run since 2016.
Adam Griffiths, the owner of The Duke of Wellington pub in Chewmoor-Lostock has set up a Local Friendship Group which has led to group members now participating in pub quizzes and visiting the pub at other times to socialise.
Adam said: “Being at the heart of the community, pubs can and do play a central part in bringing people together. Putting on events, providing people with a reason to come out, and opportunities to talk to one another is essential for the health and wellbeing of everyone.”
MD of Heineken's Star Pubs & Bars Lawson Mountstevens said: “Most of us experience loneliness at some point in our lives, but the study shows almost half of us experience it on a weekly if not daily basis. While it’s nothing to be ashamed of, it’s something that we need to talk about and address.
"Social connections are key to helping people who are experiencing feelings of loneliness. Pubs are at the heart of communities. They are places where we can meet family and friends, make new connections, laugh, share problems, and build bonds with people over a cider or beer.
"Partnering with Marmalade Trust is a natural fit for us – we’re going to work together with them to build a more connected world.”
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