Apotek Hjärtat has launched a pilot program called Friendcare, giving staff paid time during work to connect with friends or build new social ties.
Yasmine Lindberg, a 45-year-old employee in Kalmar, admits that balancing work and family left her feeling socially isolated after separating from her partner. Under the scheme, she gets 15 minutes a week, or one hour a month, to focus on friendships—whether that’s a phone call, a text conversation, or meeting someone in person. Participants also receive 1,000 kronor ($100) to spend on friendship activities.
The project also includes online training for all 4,000 Apotek Hjärtat employees to help them recognize and combat loneliness. CEO Monica Magnusson says the idea grew from earlier work with mental health charity Mind, which showed that even short, meaningful conversations can reduce social isolation.
Sweden’s government is closely monitoring these initiatives. Health Minister Jakob Forssmed has called loneliness a serious public health concern, linking it to increased risks of heart disease, strokes, and early death. Around 14 percent of Swedes report feeling lonely regularly, and 8 percent have no close friends, according to recent studies.
The friendcare project is part of a wider movement among Swedish companies to encourage social well-being. Similar efforts include wellness grants for cultural experiences, and several Nordic brands are collaborating in the network Together Against Involuntary Loneliness. Experts say these initiatives can help break social barriers and create stronger personal connections, though they stress that structural issues like city planning, income inequality, and digital habits also need attention.
Early feedback from Apotek Hjärtat shows improved life satisfaction among participants. While it is still too early to tell if the program will expand nationwide, the results suggest that even small, intentional social breaks at work can have meaningful impacts on mental health and happiness.
