Promoting social connection in the great British pub
- Apr 13
- 3 min read
Updated: Apr 24
Small moments of connection can have a positive impact on people experiencing loneliness, and there is no better place to get talking than the Great British pub. HEINEKEN UK has been involved in alleviating loneliness for 10 years, and has been Marmalade Trust’s corporate partner since 2023.
The brewer has since been a powerful supporter of Loneliness Awareness Week, raising funds and creating connection opportunities across its over 2,000 UK Star pubs.
“We know social connection is vital for people who feel lonely. Pubs are safe third spaces that are embedded in our communities,” explains Emmaline Rogers, Head of Sustainability at HEINEKEN UK.
“Our purpose is to brew the Joy of True Togetherness and our partnership with Marmalade Trust is one of the ways we support creating social connections to alleviate loneliness. We understand the importance of human connection and bringing people together, while always encouraging responsible consumption, moderation and choice.”
Creating social connections
HEINEKEN UK has been instrumental in supporting Loneliness Awareness Week, helping to increase awareness, drive public engagement, and create new conversations about loneliness.
Each year, HEINEKEN UK and Star Pubs activate along with its network of pubs to develop activities that create connections. From conversation starters like Table Talk cards to themed quiz nights and community gatherings, it’s about making connections easy and natural. “We provide our landlords with support to develop activities and events that reflect their diverse communities,” says Emmaline. “What matters most is that people feel they’re part of something meaningful and authentic.”
HEINEKEN UK also supports Marmalade Trust throughout the year with fundraising initiatives, such as special marmalade themed menu items which generate contributions to the charity. They even worked with Greene King and Timothy Taylor to brew special edition ales, with donations from every pint sold to Marmalade Trust.
HEINEKEN UK’s 2024 Pub Alone campaign with the Stonegate group brought the spirit of togetherness to life by sharing real stories that showcased the magic of the pub at Christmas. Together, they aimed to spark meaningful conversations on loneliness and encouraged people to connect and build new relationships in safe, welcoming pub environments over the holiday period.
Outcomes & impact
The partnership has helped bring the issue of loneliness into the mainstream, both within the hospitality sector and among the wider public.
HEINEKEN UK is also providing loneliness training to its landlords and pub staff. “We want to provide our landlords and their staff with support to understand how they can create social connections and alleviate loneliness,” said Emmaline.
Thousands of people have taken part in events across HEINEKEN UK’s pub network, raising over £120,000 for Marmalade Trust during the partnership through fundraising alone, and in addition to the corporate donation. “Our work with Marmalade Trust goes beyond financial support,” says Emmaline. “We’re a strategic partner, supporting the charity’s life-changing work.”
The partnership has also seen HEINEKEN UK reflect on what loneliness means to its thousands of staff across its offices and breweries “We’ve seen an increasing number of open and honest conversations about loneliness emerge internally,” said Emmaline. Since the start of the partnership, hundreds of HEINEKEN UK colleagues have participated in loneliness awareness training delivered by Marmalade Trust, helping them to recognise this natural human emotion in themselves and others. Colleagues have also been inspired to ‘Move for Marmalade’ where they ran, cycled, walked and even meditated to earn points and raise money. From fundraising quizzes in head offices, to family days in breweries and colleague-led initiatives in their local communities, across the business colleagues are engaging with the aim of creating moments of togetherness.
Meaningful change in organisations must also come from the top, and HEINEKEN UK hosted a roundtable with its Management Team to discuss what loneliness means to them. “Senior leaders have shared their stories and helped to reduce the stigma around loneliness by emphasising that it is normal and nothing to be ashamed of. We hope these conversations will encourage a deeper understanding and give loneliness a voice, ultimately benefitting us all.” said Emmaline.
Building for the future
Building on the success of the past three years, HEINEKEN UK and Marmalade Trust have extended the partnership into the future. “We know from our work with Marmalade Trust that small actions like a chat at the bar, a smile, or an acknowledgement that we feel lonely, can have a huge impact,” says Emmaline. “Our pubs are friendly and open spaces, and we want local communities to benefit from these local hubs that bring people together. It’s what makes the Great British pub great.”
