Oma’s Soep, a Dutch soup brand, has launched a campaign in Amsterdam’s Albert Heijn grocery stores to facilitate connections across different age groups. They have placed green baskets with the text “I’m open to a good chat” next to the usual blue baskets. Accompanying flyers offer conversation starters and space for exchanging phone numbers. This initiative is part of Oma’s Soep’s efforts to reduce loneliness among older adults. Loneliness is recognized as a global health concern, and Oma’s Soep demonstrates how companies can contribute to battling social isolation. Supermarkets have the potential to facilitate unexpected connections, but screen-centeredness and self-scanning remove opportunities for interaction.
| Signal | Change | 10y horizon | Driving force |
|---|---|---|---|
| Oma’s Soep launches campaign for intergenerational connections in supermarkets | Social and Cultural Change | Increased opportunities for intergenerational connections in supermarkets | Recognition of the impacts of loneliness and the need for social connection |
| Loneliness is recognized as a global health concern | Social and Cultural Change | Enhanced efforts to address and combat loneliness on a global scale | Awareness of the detrimental effects of loneliness on health |
| Companies pitch in to battle social isolation | Business and Industry Change | More companies develop initiatives to combat social isolation and foster connection | Desire to contribute to social well-being and address a pressing issue |
| Supermarket Jumbo designates cash registers for checkout chats | Social and Cultural Change | Increased opportunities for conversations and social interactions in supermarkets | Recognizing the value of social interactions in retail settings |