Promoting social connection in the great British pub

Small moments of connection can have a positive impact on people experiencing loneliness, and there’s no better place to get talking than the Great British pub. Heineken UK has been a key Marmalade Trust partner since 2023. 

The brewing giant has been a powerful supporter of Loneliness Awareness Week, raising funds and creating connection opportunities across its 2,500 UK pubs.

Through its partnership with Marmalade Trust, Heineken has integrated social wellbeing into its broader sustainability strategy, Brew a Better World. “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 partnership with Marmalade Trust is driven by a desire to increase our environmental sustainability and social contribution, while encouraging responsible consumption.”

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 encourages its network of pub landlords 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 give our landlords the freedom and support to develop activities and events that reflect the diversity of their communities,” says Emmaline. “What matters most is that people feel they’re part of something authentic.”

Heineken’s 2024 Pub Alone campaign reframed the idea of going to the pub alone as a positive experience, highlighted that pubs today just places to drink, but social spaces where you can enjoy everything from coffee to low- and no-alcohol options.

Heineken UK also supports Marmalade Trust with fundraising initiatives. Select menu items available during Loneliness Awareness Week generate contributions to the charity. Heineken even brewed a special edition beer, with a portion of proceeds from every pint donated to Marmalade Trust.

Outcomes & impact

The partnership has helped bring the issue of loneliness into the mainstream, both within the hospitality sector and among the wider public. 

In a challenging financial environment, Heineken is providing loneliness training to its landlords and pub staff. “We want to show our landlords and their staff that we understand the impact of loneliness and give them some practical tools for recognising and managing it,” said Emmaline.

Thousands of people have taken part in events across Heineken’s pub network, raising over £19,000 for Marmalade Trust. “Our work with Marmalade Trust goes beyond financial support,” says Emmaline. “We’re a strategic partner, supporting the chai in its life-changing work. 

The partnership has also seen Heineken reflect on what loneliness means to its thousands of staff. “We’ve seen an open and honest conversation on loneliness emerge at Heineken,” said Emmaline. “Senior leaders have shared their stories and helped staff to understand that loneliness is normal and nothing to be ashamed of. We hope it will inspire new conversations and break the stigma of loneliness, benefitting us all.”

Building for the future

Building on the success of the past two 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. “We want our pubs to be friendly and open spaces, and the people in them to be the same. It’s what makes the Great British pub great.”

Promoting social connection in the Great British pub

Small moments of connection can make a big difference – and there’s no better place to get talking than the Great British pub. Since 2023, Heineken UK has partnered with Marmalade Trust, supporting Loneliness Awareness Week and creating connection opportunities across its 2,500 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.

Through its partnership with Marmalade Trust, Heineken has built social wellbeing into its Brew a Better World sustainability strategy. “The partnership with Marmalade Trust is driven by our desire to increase our environmental sustainability and social contribution, while encouraging responsible consumption.”

Each year, Heineken encourages pub landlords to run activities that spark conversation and connection. “We give our landlords the freedom and support to develop activities and events that reflect the diversity of their communities,” says Emmaline. “What matters most is that people feel they’re part of something authentic.”

Campaigns like Pub Alone have helped reframe the idea of going to the pub solo as something positive. This involves reframing pubs as social spaces where people can relax, chat, and enjoy everything from coffee to low- and no-alcohol options.

Heineken’s fundraising efforts, including a special-edition beer, have raised vital funds for Marmalade Trust. “The relationship goes beyond financial support,” says Emmaline. “We’re a strategic partner, supporting Marmalade Trust in its life-changing work. Our pubs are more than local businesses – they’re community hubs where small moments of connection can make a big difference.”

Looking ahead, Heineken and Marmalade Trust will continue to grow their partnership, proving that small acts like a chat, a smile, or simply acknowledging loneliness, can truly bring people together.