Over half (52%) of adults consider maintaining friendships to be a 'second job', spending more than half an hour each day keeping in touch with others, according to new research. The survey of 2,000 UK adults revealed that 44% are worn out from always being the first to make contact, while 46% wish they had greater support in keeping their friendships alive.
Social Connection Takes a Back Seat
The findings from White Claw's Social Refresh Report reveal that despite 76% believing social connection gives life purpose and meaning, only 14% choose to spend their free time socialising - with hobbies and exercise taking priority instead. As a result, adults spend just 34 minutes per day catching up with friends.
The report found 55% believe being a good friend now requires more effort than it used to, with 41% spending less than 10% of their energy on social connections. Nearly a fifth (20%) of those polled via Ordnance said their friendships aren't an equal effort as only 23% have people who check in on them unprompted.
Pandemic Aftermath and Loneliness
A quarter socialise less in person than they did a few years ago, with 40% saying they haven't returned to pre-pandemic social habits. However, 49% worry they aren't doing enough to be a 'good friend' despite 44% craving deeper connections – but are too exhausted to do anything about it.
Psychologist Katherine Templar Lewis, who has partnered with the drinks brand, said: "Research shows a friendship recession through a decline in friendship and friendship circles, but what we are really seeing is a decline in the conditions that allow friendship to form: time, proximity, ritual, shared attention and low-pressure togetherness. We are more contactable than ever, but not necessarily more connected. As loneliness increases, we are facing a real challenge, as connection is not a luxury, it is a fundamental pillar of our emotional and mental health."
Partnership Aims to Foster New Friendships
In a mission to bring people together, White Claw has partnered with Cliq, a social networking app, to create 50,000 new friendships this year. They worked with Olympic gold medallist Sam Quek MBE, who took part in a walk and talk event organised by the brands in London.
Speaking at the event, the former field hockey player said: "Making friends as an adult is actually wild, when you're younger, friendships just seem to happen, but as an adult you have to be much more intentional. I think we forget that meeting people is so much easier when the whole point isn't just 'meet people' - it's on doing something you genuinely enjoy. I've started joining local clubs, playing netball, football and trying new activities, and it's been a brilliant way to meet like-minded people while naturally growing my friendship circle. It doesn't have to feel like another job."
Barriers to New Friendships
In a separate study conducted by OnePoll.com, it was discovered money (20%), distance (22%), and emotional risk (19%) are significant barriers to forming new friendships. It also revealed the average adult has eight friends in total – but only four of these are regarded as 'close' mates. A third feel they already have sufficient friends and aren't looking to expand their circle, while 22% believe making new friendships has become more difficult.
Of those who believe this, 44% argue people are too attached to their existing friendship groups and also less inclined to start conversations with strangers (34%). However, exactly a quarter would be more likely to strike up a new friendship with someone if the other person spoke to them first.
Samantha Reader from White Claw added: "Our research shows that while people value connection more than ever, the realities of our lives today are driving a shift toward hyper-independence and convenience, often at the expense of shared experiences with our friends. Our partnership with Sam Quek focuses on creating more opportunities for fans to connect through music and celebrate the simple joy of being with friends, old and new, because we know time with friends isn't just good fun, it's good for you."
