A trailblazing new report, Business vs. Loneliness, published by the Economics of Mutuality Alliance and The University of Manchester, has urged companies to take a leading role in addressing one of the most pressing yet overlooked challenges of our time - loneliness.
The report presents the results of an extensive global study on loneliness funded by Mars, Incorporated and conducted by the Economics of Mutuality Alliance's Mutual Value Labs and The University of Manchester. The research is based on over 50,000 individual responses from participants in five countries around the world - the largest dataset of its kind. Respondents from the U.S., Mexico, the UK, Germany, and China shared their experiences in response to survey questions and open-ended prompts.
The report shows that more than 44% of people around the world feel moderately to very lonely. It reframes the issue of loneliness as a wider social and economic problem that needs large-scale, system-wide solutions, rather than as a personal failing.
Drawing on practical case studies, the report demonstrates how purpose-driven companies can turn loneliness into an opportunity for generating both social impact and sustainable business growth by applying the Economics of Mutuality operating model.
One example given is how Asahi Europe & International used hospitality spaces and an online platform to help young adults overcome loneliness through meaningful social connections, based on an in-depth study conducted in the Czech Republic with the Economics of Mutuality Alliance's Mutual Value Labs.
"Applying the Economics of Mutuality operating model has helped our brands to drive positive societal impact and meaningful commercial growth at the same time," said Mandikova Drahomira, Group Chief Sustainability Officer at Asahi Group Holdings. "I encourage more companies to join the Business vs. Loneliness change platform and take action toward lasting change."
Key Findings
- Contrary to common belief, and consistent with other recent large-scale studies, loneliness decreases with age. 29% of Gen Z feel lonely compared to 14% 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.
- Perhaps surprisingly, more than 50% 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.
- 14% of people who completed the survey say they have nowhere to go when they feel lonely, but want to connect with others - a clear opportunity for businesses to create connection-friendly spaces in places such as cafés, retail stores, and offices.
- 60% report experiencing 'relational' or 'collective' loneliness, not just 'intimate' loneliness - opening the door for brands to design experiences that foster everyday social connection.
- People not belonging to a group are 1.6x more likely to feel lonely - giving businesses a chance to build community through memberships, loyalty programs, and shared identity experiences.
- Dissatisfaction with income doubles the likelihood of loneliness, regardless of actual earnings - suggesting companies can drive loyalty and retention among their workforce by improving perceived financial well-being, not just financial status.
The report launch invites purpose-driven business leaders to join the Business vs. Loneliness change platform, working together with public and non-profit partners to help create a more connected world through business.
