NIVEA Launches Global Initiative to Combat Social Isolation and Foster Meaningful Human Connections

NIVEA Launches Global Initiative to Combat Social Isolation and Foster Meaningful Human Connections

(IN BRIEF) NIVEA has launched a global initiative called NIVEA CONNECT to address the growing issue of social isolation, which affects both mental and physical health. A survey conducted by NIVEA revealed that one in four people felt isolated in the past year, with 40% feeling ashamed of their loneliness and 58% feeling helpless in finding support. The initiative aims to reduce the stigma surrounding isolation, promote meaningful connections, and support communities. NIVEA plans to implement projects in 40 countries by 2026 and collaborate with experts to combat isolation and create a more inclusive society.

(PRESS RELEASE) HAMBURG, 26-Sep-2024 — /EuropaWire/ — NIVEA has launched a global initiative called NIVEA CONNECT, aimed at tackling the pressing issue of social isolation, which has become a significant challenge to both physical and mental health. According to a global survey conducted by NIVEA with 8,000 participants from eight countries, one in four people reported feeling isolated in the past 12 months, with 40% feeling ashamed of their loneliness and 58% feeling helpless in seeking support.

Through NIVEA CONNECT, the company seeks to reduce the stigma surrounding isolation by raising awareness, fostering human connections, and supporting communities and individuals. NIVEA plans to partner with organizations in 40 countries by 2026, using its global presence to promote social engagement.

The survey also highlighted alarming statistics about the impact of isolation on health, with loneliness linked to a higher risk of heart disease and stroke. Notably, younger individuals, hybrid workers, and heavy social media users are among the most affected groups.

NIVEA CONNECT will collaborate with scientists, experts, and organizations worldwide to combat the rise in social isolation and create an inclusive environment that encourages people to seek help.

The NIVEA CONNECT Global Social Mission

NIVEA aims to fight social isolation head-on through NIVEA CONNECT, an initiative that works to educate and support communities, organizations, and individuals across the world to reduce the stigma surrounding social isolation and encourage meaningful human connection through three core steps.

First, NIVEA will set up local NIVEA CONNECT projects with partners in 40 countries by 2026. Second, NIVEA will utilize its voice and global presence to communicate and engage with communities on the issue. Finally, NIVEA will collaborate with a global community of scientists, experts, and organizations, and join them in their fight against social isolation.

By combatting social isolation and fostering social connection, NIVEA will create bridges of belonging and trust. In doing so, the brand joins its parent company, Beiersdorf, in its commitment to champion a more inclusive society that is anchored in the company’s CARE BEYOND SKIN Sustainability Agenda.

Study deep dive: Social isolation fuels a world of mistrust

The research further reveals that people between the ages of 16-24 (38%), hybrid workers (52%), and heavy social media users (34%) feel the most isolated in society.

When considering what is driving the increase in isolation, 40% of study respondents acknowledge social anxiety as a key contributing factor, while 30% blame long distances from friends and family. Lack of finances (27%) is seen as a key barrier to inclusion, followed by discrimination, exclusion, bullying (22%), and age (17%).

The results also indicate social isolation is fueling a world of mistrust. 81% of people said they believe that everyone is out for themselves in today’s society. Half of the study respondents said they feel that no one knows them well, and 58% of them reported feeling alone even when they are around other people.

Crucially, the stigma surrounding social isolation and loneliness remains a significant barrier to seeking help and support. Forty percent (40%) of respondents said they feel ashamed of their social isolation, while over half (58%) expressed helplessness, further exacerbating an already critical issue. While the majority of those surveyed (67%) said they know where to find support when feeling lonely or isolated, far fewer (46%) said they find it easy to ask for help. Those who struggle the most with asking for support include those aged 16-24 and 55-74, the very groups that are more vulnerable to isolation in the first place.

The role of community in addressing social isolation

On a more positive note, nearly everyone (90%) who knows someone isolated has tried to help, and of those who have been unable to help, it is due to either not knowing how, or not wanting to cause shame or embarrassment. When asked who should be helping those who feel socially isolated or lonely, most see family and friends as having the responsibility (75%), followed by social institutions (36%) and the affected persons themselves (34%).

For more information about NIVEA CONNECT, its projects, partners, and the fight to combat social isolation, or to learn how you can get involved, please visit https://nivea.com/nivea-connect.

About NIVEA CONNECT

NIVEA CONNECT is a social mission by NIVEA launched in September 2024. NIVEA is committed to fighting social isolation and fostering meaningful connections in response to a global epidemic of social isolation and loneliness, affecting the health and well-being of people of all ages, socio-economic backgrounds, and cultures. NIVEA believes that by fostering genuine human connections, embracing inclusivity, supporting mental health, and empowering individuals, we can build a world where fewer people feel isolated or disconnected.

Research methodology

The NIVEA research was conducted by Ipsos, a global market research and public opinion firm, as computer-assisted online interviews (CAWIs) with 8,000 people in the following eight countries (1,000 interviews per country): Brazil, China, France, Germany, Philippines, South Africa, the United Kingdom, and the United States. Survey respondents were between 16-74 years of age, with access to the Internet. The study was conducted from January 3-16, 2024. The quantitative research was supplemented by a qualitative study of participants in five countries (Brazil, Canada, South Africa, the United Kingdom, and the United States) that consisted of online diary entries, individual interviews, and mini-group discussions. The qualitative research was conducted between February 2 and March 6, 2024.

1 https://www.uhhospitals.org/blog/articles/2023/11/how-the-loneliness-epidemic-affects-physical-and-mental-health

About Beiersdorf AG
Beiersdorf has stood for innovative skin care and pioneering skin research for over 140 years. The company headquartered in Hamburg, Germany, employes more than 22,000 people worldwide. In the fiscal year 2023 Beiersdorf generated sales of €9.5 billion and an operating result (EBIT margin excluding special factors) of €1.2 billion. Leading international brands such as NIVEA (the world’s no. 1 skin care brand*), Eucerin, La Prairie and Hansaplast are cherished by millions of people around the world every day. Renowned brands such as Aquaphor, Coppertone and Chantecaille complement the extensive portfolio in the Consumer Business Segment. Through its wholly owned subsidiary tesa SE, Beiersdorf is a globally leading manufacturer of technical adhesive tapes and provides self-adhesive solutions to industry, craft businesses, and consumers. Guided by the purpose ‘Care Beyond Skin’, Beiersdorf pursues an ambitious sustainability agenda with the goal of net zero emissions from 2045.

Additional information can be found at www.beiersdorf.com

Media Contact:

Corporate Communications
Anke Schmidt
Phone.: +49 40 4909- 2001
Email: cc@beiersdorf.com

SOURCE: Beiersdorf AG