42% of Brits feel lonelier than they did five years ago, reveals new survey by McVitie’s

• Almost two in five (37%) of Gen Z often experience feelings of loneliness, with one in three (32%) feeling they don’t get enough regular human interaction
• 45% of Brits polled say they spend more time talking to people digitally than in person
• More than one in five (22%) saying they don’t know how to start a conversation with a stranger
• Over three-quarters (78%) believe loneliness is a growing issue in society
• McVitie’s have teamed up with mental health charity Mind and viral documentary film maker A Mug of Life to help people and communities strike up conversations over tea and biscuits and connect with one another 

A new study released today reveals 42% of Brits feel lonelier than they did five years ago, with Gen Z emerging as the generation who most often experience feelings of loneliness. 

Whilst 15% of Gen X and 11% of Boomers often experience feelings of loneliness, almost two in five (37%) of Gen Z’s do, with 32% feeling they don’t get enough regular human interaction.

McVitie’s surveyed 2000 British adults for the poll which reveals that many of us now spend more time talking to people on digital or social media platforms compared to real life. The survey has given rise to a new campaign which encourages people to spark in-person conversations through simple gestures like sharing tea and biscuits.

A snapshot of loneliness 

With digital and social media platforms making it easier for us to keep in touch, nearly half of Brits (45%) are chatting more online than face-to-face, with people spending on average 5.5 hours on screens every day and almost a third (31%) saying they’ve gone a few days without speaking to someone in person.  

More than one in five respondents (22%) say they don’t know how to start a conversation with a stranger and over three quarters (78%) of those surveyed believing loneliness is a growing issue in society. 

In response, McVitie’s and Mind have teamed up with viral documentary film maker A Mug of Life. Known for his poignant and candid chats with strangers over a cup of tea on a bench, this partnership aims to spotlight the nation’s struggles with loneliness and share simple ways of striking up conversation. 

Will Shears, the creator behind A Mug Of Life, says: “In a digital world where we're able to spend time in front of our screens to connect with others, it's important to remember we can have meaningful connections away from technology too.” 

“Making strangers cups of tea across the UK has highlighted to me the power that having a chat can have on your mental health. A cup of tea, a biscuit and a lovely chat can have such an overwhelmingly positive impact on you and a stranger's day.”

A call to connect

“Whether it’s asking about someone’s day over a cup of tea and a biscuit; going for a walk with an old friend; or opening the biscuit tin during a work break to find out how your colleague is, these day-to-day activities are gateways to conversation”, says Sarah Webster, Mental Health Ambassador at McVitie’s. “We want to see people put the kettle on, enjoy some biscuits and have a good old chat.”

Andrew Berrie, Head of Corporate Partnerships at Mind, said: “In a world that has seen so many challenges, including a pandemic, political instability, war and unrest, and an ongoing cost-of-living crisis, it is perhaps no surprise that many of us are feeling lonelier now, compared to five years ago. Although loneliness isn’t in itself a mental health problem, having a mental health problem can increase feelings of loneliness. And some research suggests that loneliness can increase stress and is associated with an increased risk of certain mental health problems like depression and anxiety. 

“That’s why we’re partnering with McVitie’s to encourage people to connect over a cuppa and a biscuit, and to have those conversations with family, friends, colleagues and neighbours. We know talking isn’t the whole solution, but it can help us feel less alone, more able to cope and encouraged to seek support if we need to.”

Mind also offers online resources to help tackle loneliness, including tips to manage loneliness [LINK] and advice on looking after your mental health online [LINK]. 

5 conversation starters from McVitie’s, Mind and A Mug of Life: 

• How are things going for you lately?
• What’s been on your mind recently?
• Would you like a cup of tea and a biscuit?
• What’s something you’re looking forward to?
• What’s your most memorable cup of tea?