Philadelphia has teamed up with world-renowned friendship expert and evolutionary psychologist Professor Robin Dunbar to calculate the time needed to nourish close friendships and prevent them from fading away. In addition, the research reveals that nearly one-third of people have fewer friends now than they did four years ago as a result of becoming increasingly time-poor.
The study[1], which celebrates the launch of the new ‘You’ve Got a Friend in Philly’ campaign, shows that people are struggling to maintain friendships.
However, a new formula from world-leading friendship expert Professor Robin Dunbar (right) says only 9 minutes per day, or just over an hour a week if combined, is required to sustain each close friendship.
Almost one in three (32%) of those surveyed admitted they have fewer friends now than they did four years ago; however, studies prove the quality of close friendships is most important.
Research shows that people have between one and three close friends they contact at least once or twice a week. However, they find it hard to meet up in person, with almost one-third (29%) rarely doing so on a weekday evening, mainly because of busy work schedules, family commitments and spending more time at home.
Yet importantly, as demonstrated in many recent medical studies*, the number and quality of close friendships are the single best predictor of both mental and physical health and well-being.
The way people spend their time together is also crucial. It may come as no surprise that research demonstrates whilst people maintain friendships in a variety of ways, food and drink play by far the most important role, with over three-quarters (76%) of people surveyed believing that sharing food and drink is the best way to bond with each other as it creates little moments of connection.
Furthermore, Dunbar’s calculations show that for every 9 minutes missed, the quality of that close friendship diminishes by 1%, meaning that great friends can soon become ‘just friends’. Dunbar’s calculations show that after 100 days, the emotional connection of close or best friendships would then be lost.
Robin Dunbar, friendship expert and evolutionary psychologist, commented, “In modern life, which increasingly pulls us and our relationships in different directions, it’s more important than ever to nourish close friendships. Many of us are time-poor, but maintaining friendships doesn’t have to be a time-intensive exercise. By spending just 9 minutes consciously prioritising everyday moments together, we’ll stay close and connected with friends – and benefit from greatly enhanced well-being and happiness”.
Raphael Capitani, Senior Brand Manager at Philadelphia, added, “Nourishing friendships is important and connecting over food and drink is proven to be one of the most popular ways to do this. We know everyone is trying to juggle a busy life, and our research shows that it’s the little moments of connection that can make all the difference in maintaining and improving relationships.
Philadelphia is already known as that friend in everyone’s fridge. So whether it’s rustling up snacks together or exchanging tasty recipes via social media, we’re encouraging people to consider the importance of spreading friendship and how much time they invest in their own close relationships.”
* Source: The Anatomy of Friendship Review by Professor Robin Dunbar
[1] Data was conducted by Censuswide on behalf of Philadelphia, which surveyed 8,070 Nationally representative consumers from the UK, Spain, Italy and Germany (Weighted by Gender and Age) between 16/03/2023 – 27/03/2023.
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