As Philadelphia unveils its latest campaign aimed at promoting friendship, it comes to light that approximately 11% of Irish adults reveal they do not have someone they identify as their closest friend. The new campaign from the brand seeks to foster meaningful connections and address the challenge of individuals feeling without a best friend. This launch coincides with the emergence of a new formula from world leading friendship expert Professor Robin Dunbar, who says we only need 9 minutes per day to nourish friendship.
According to research, Irish individuals typically have between one to three close friends, with around three-quarters of them maintaining contact at least once a week. Additionally, nearly two-thirds of Irish adults are in touch with another 1 to 4 friends on a weekly basis. However, despite the importance of these friendships, meeting up in person has become challenging due to busy work schedules, family obligations, and an increase in time spent at home.
The significance of close friendships cannot be overstated. Recent medical studies* have highlighted that the quantity and quality of these connections serve as the most reliable predictors of both mental and physical health and overall well-being. It underscores the vital role friendships play in promoting a happier and healthier life.
The way people spend their time together is also crucial. Research demonstrates that whilst people maintain friendships in a variety of ways, including digitally (for example by phone, text and social media), food and drink play by far the most important role, with 80% 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.
Inspired by its origins in the Greek word ‘Philia’, which means ‘the love friends feel towards each other’, deliciously and comfortingly creamy Philadelphia is marking the launch of its new brand platform You’ve Got a Friend in Philly by working with leading friendship expert Professor Robin Dunbar. To encourage people around the world to spend time with those closest to them, Dunbar has calculated that only 9 minutes a day, or just over an hour a week if combined, is required to sustain each close friendship.
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 with little to no contact that the emotional connection of close or best friendships would then be lost.
Robin Dunbar, friendship expert and evolutionary psychologist, comments: “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 wellbeing and happiness”.
Carla Reynolds, Philadelphia Brand Manager at Mondelez Ireland adds: “Our research emphasises that it's the small, meaningful moments of connection that truly make a difference in sustaining and enhancing relationships with close friends. Whether it is getting together for a quick and easy snack, or sharing delicious recipes, Philadelphia is the perfect accompaniment to sit down with friends and catch up.’’
Research was conducted to celebrate the launch of Philadelphia’s brand-new platform - You’ve Got a Friend in Philly – which recognises the importance of spreading friendship and firmly cements Philadelphia as a dependable and delicious, friend in your fridge. For more information visit the Philadelphia website here.
