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- Why the pharmacy started a “Friend Care” workplace trial
- What employees can do with their Friend Care time
- How a customer-focused project turned inward
- Staff reactions and the Swedish cultural backdrop
- How this sits alongside existing Swedish workplace benefits
- Early lessons and possible implications for employers
A Swedish pharmacy chain has launched an experiment with a straightforward question at its heart: can giving staff a few minutes each day to focus on friendships help ease loneliness? The pilot program, rolled out across store locations, gives employees brief, paid time specifically to connect with others — and it’s already prompting conversations about how employers can play a role in social wellbeing.
The move follows national research that painted a stark picture of social isolation in Sweden. With a surprising share of adults reporting no close friends, the chain decided to test whether small, scheduled pockets of time and modest financial support could make a measurable difference for workers and the customers they serve.
Why the pharmacy started a “Friend Care” workplace trial
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Apotek Hjärtat, one of Sweden’s largest pharmacy groups, began the initiative after participating in a separate program that trained staff to recognize loneliness among customers, particularly older adults. Managers realized the same pressures that affect patrons — busy lives, reluctance to intrude, and a cultural emphasis on personal space — could also be affecting their own teams.
Instead of large-scale perks or broad wellness offerings, the company opted for a targeted experiment: give employees protected time each workday to invest in social connections. The policy has been framed as a workplace benefit aimed at strengthening bonds both inside and outside the workplace.
What employees can do with their Friend Care time
The program is deliberately simple and flexible. Staff members are allowed roughly 15 minutes per shift (or an alternative equivalent adjusted to schedules) to step away from their duties and use that time for social purposes. Acceptable activities under the policy include:
- Calling a friend or family member to check in
- Making plans to meet someone in person
- Having an informal chat with a colleague
- Organizing or planning small social activities
Apotek Hjärtat also provides a modest annual stipend—about $100—to help cover social expenses tied to building friendships. The idea is to lower practical and psychological barriers to connection by making time and a little funding part of the workplace culture.
How a customer-focused project turned inward
The company’s initial work involved staff using friendly prompts to encourage isolated customers to engage more with their communities. That approach, designed to help seniors and others who might be socially isolated, led leadership to ask a new question: are we doing enough for our own people?
Executives say the Friend Care trial grew from that reflection. Instead of treating loneliness only as an external issue to be flagged at the counter, they wanted to see whether employer-driven support could help employees build stronger personal networks.
Staff reactions and the Swedish cultural backdrop
Employees interviewed about the scheme report tangible benefits. One worker described feeling more energized to arrange social outings and reach out to people after using the allotted time — small steps that can break long-standing patterns of isolation. According to staff, those few minutes often serve as the nudge people need to reconnect.
Experts point out that Sweden’s cultural norms — a strong respect for privacy and a reluctance to impose on others — can make meeting new people harder. That context helps explain why a formal, employer-supported window for social contact might be especially effective in the Swedish setting.
How this sits alongside existing Swedish workplace benefits
Workplace wellbeing benefits are not new in Sweden. Many employers already offer “friskvård,” a benefit that supports physical and mental health activities such as gym memberships, massage, or fitness classes. Apotek Hjärtat’s trial coins a playful name for its new approach, referring to the initiative as “vänvård” — literally a nod toward care for friendships.
By packaging social time as an explicit workplace benefit, the company is reframing friendship-building as part of employee health rather than an informal, private task. Observers say that kind of reframing can make it easier for employees to prioritize relationships amid busy schedules.
Early lessons and possible implications for employers
The pilot is still in its early stages, but the program offers a low-cost, low-friction model that other employers could adapt. Key takeaways so far include:
- Small, scheduled allowances for social activity can lower activation energy for employees to reach out to others.
- Pairing time with a modest stipend helps remove both psychological and practical barriers.
- Cultural fit matters: benefits framed to align with local norms are more likely to be used and accepted.
As more companies explore employee wellbeing beyond traditional health perks, experiments like Friend Care will be watched closely for evidence on whether intentional, employer-supported social time can reduce loneliness and strengthen workplace morale.
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Michael Thompson is an experienced journalist covering U.S. and global news. With ten years on the front lines, he breaks down political and economic stories that matter. His precise writing and keen attention to detail help you grasp the real‑world impact of every event.
Man, I wish my job paid me to make friends! Swedens on to something with this Friend Care project. Wonder if theyll start offering friendship bonuses too. Sign me up for that gig!
Dude, I feel ya on that one! Making bank by making friends? Sounds like the dream job! Maybe we should pitch a BFF Benefits program at our workplace too, eh? Who wouldnt want a friendship bonus in their paycheck? Count me in for that hustle!
I mean, imagine getting paid to make friends at work! Its like a real-life version of Friends but with a salary. Wonder if theyll have a Ross and Rachel situation going on in the break room. *laughs*
Man, I wish my job would pay me to make friends, thatd be sweet! Like, Hey, want to grab a coffee and bond for work? But, knowing my luck, Id probably end up with a frenemy or just a coworker who talks too much about their cats.
Man, wish my workplace cared bout friendships like that. Were all just strangers stuck in the same grind. Wonder if this Friend Care thing would actually make work a bit more bearable.
Man, I hear ya! Workplaces can be like a lonely island sometimes, huh? But hey, who knows? Maybe if we start a Friend Care movement, well turn that office grind into a friend-filled fiesta! Imagine work with more high-fives and less side-eyes. Could be the start of something beautiful, right?
Man, why didnt my workplace come up with something cool like Friend Care? Id trade in my coffee breaks for some quality time with colleagues. Swedish companies really know how to keep their employees happy, huh?
Man, imagine getting paid to make friends at work! Thats like a sitcom plot come to life. Swedish companies really out there taking employee benefits to a whole new level. Wonder if they have team-building exercises at IKEA.
Ah, Swedish companies really be onto somethin with this Friend Care gig. Imagine gettin paid to make friends at work! Next thing you know, theyll be payin us to eat meatballs and listen to ABBA. Sign me up, Im Swedish at heart now!
I mean, they pay you to make friends now? Back in my day, we just had to share our lunches to bond. But hey, if it boosts morale and productivity, why not? Just hope theyre not forcing friendships, thats a recipe for awkwardness.
Man, that Friend Care thing sounds like a wild ride. Reminds me of that time I tried speed-friending at a convention. Hope those Swedish folks dont end up with too many awkward office BFFs!
Man, I wish my company paid me to make friends! I mean, what a concept, right? Bet those Swedish employees are having a blast with this Friend Care thing. Wish I was there to join in on the fun!
I mean, paying peeps to make friends? Is this a new level of corporate weirdness or sheer brilliance? Imagine clocking in to chat about life, hobbies, and dreams with colleagues. Is this the cure for workplace blues or just another quirky experiment?
Man, this Swedish companys onto something with this Friend Care gig. Like, works tough enough without having to fake smiles. But, paying peeps to be pals? Thats some next-level office drama waiting to happen, yknow?
Oh man, I hear ya on that! Like, who needs fake office buddies, right? But paying folks to be pals? Thats a recipe for some juicy drama, no doubt. Cant even imagine the gossip mill on that one! Bet thered be more twists and turns than a soap opera. What do you think would happen if that Friend Care thing went down in our workplace? Sounds like a sitcom waiting to happen, dont you think?
Man, I wish my workplace had a Friend Care trial. We could use some extra time to bond. Maybe then Karen from accounting wouldnt give me side-eye every time I microwave fish for lunch. Lets hope it catches on!
Man, I feel ya! Karens side-eye game is strong, huh? Maybe a little workplace bonding could help her chill out. Who knows, maybe she just needs a friend care buddy to defrost that icy stare. Hang in there, buddy!
Man, I wish my workplace paid me to make friends! I mean, who wouldnt want that gig, right? But hey, big ups to the Swedish pharmacy for trying out this Friend Care thing. Hope it boosts morale and productivity for them!
Man, wish my job paid me to make friends! Swedish companys onto something with this Friend Care gig. Bet theyre all buddy-buddy at work now. Wonder if its all smooth sailing or if theres drama behind those fika breaks.
I mean, paying peeps to be pals? Feels like a sitcom plot, but hey, if it works, why not? Hope they dont end up with frenemies instead. Friendship on the clock sounds like a Swedish fairy tale.
Yo, totally feel you on that! Paying for pals? Sounds like a wild sitcom, right? *insert laugh track* But hey, if it works for some folks, why not? Just hope it doesnt turn into a real-life episode of Frenemies: The Sequel. Imagine clocking in for friendship? Thats some next-level fairytale stuff, like Cinderella but with time cards. Weird world we live in, huh?
Man, I wish my company would pay me to make friends. Friend Care sounds like a dream gig. Guess Ill just keep staring at my screen pretending to work and hoping for some office camaraderie to magically happen.
Man, I wish my workplace had a Friend Care thing going on! I mean, getting paid to hang out with coworkers and build friendships? Sign me up! Who knew a Swedish pharmacy could be the ultimate friendship matchmaker!
Man, I wish my job paid me to make friends! Id be rolling in dough by now. But hey, kudos to that Swedish company for trying something different. Wonder how the whole Friend Care thing is working out for them…
I once worked at a place where youd be lucky to get a smile from a colleague, let alone a friend. This Swedish friend care thing sounds bonkers, but hey, who wouldnt want some extra cash for making pals? Sign me up!