More than half (52%) of UK adults now class maintaining friendships as a 'second job', spending over half an hour each day on socialising, according to a poll of 2,000 people. The White Claw Social Refresh Report found 44% feel burnt out from always being the one to reach out first, while 46% wish they had more support to keep up with friendships.
Socialising takes a back seat
Despite 76% believing social connection gives life purpose and meaning, only 14% choose to spend spare time socialising, with hobbies and exercise taking priority. Adults spend just 34 minutes per day on socialising. The report also showed 55% believe being a good friend now takes more effort than it used to, and 41% spend less than 10% of their energy on social connections.
Friendship effort unequal
Nearly a fifth (20%) of those polled via Ordnance said their friendships are not an equal effort, with only 23% having people who check in on them unprompted. A quarter socialise less in person than a few years ago, and 40% say they have not returned to pre-pandemic social habits. However, 49% worry they are not doing enough to be a 'good friend', while 44% crave deeper connections but are too tired to act.
Partnership to foster new friendships
White Claw has partnered with social networking app Cliq to create 50,000 new friendships this year. Olympic gold medallist Sam Quek MBE took part in a walk and talk event in London, set up by the brands. Quek 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." She added: "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."
Psychologist's insight
Psychologist Katherine Templar Lewis 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." She added: "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."
Barriers to new friendships
A separate study conducted by OnePoll.com found money (20%), distance (22%), and emotional risk (19%) are major blockers for igniting new friendships. The average adult has eight friends in total, but only four are counted as 'close' pals. A third feel they already have enough friends, while 22% believe making new friendships has become harder. Of those, 44% argue people are too wedded to their existing friendship groups and less likely to start conversations with strangers (34%). A quarter would be more likely to strike up a new friendship if the other person spoke first.
Company comment
Samantha Reader from White Claw said: "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." She added: "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."
