New research has found that nearly four in 10 Brits feel lonelier now than they did five years ago, with those who feel lonely likely to distract themselves through entertainment
Over half of Brits experience loneliness at least once a month – yet feel too embarrassed to admit it. Almost four in 10 confessed to feeling more isolated now than they did five years ago. A survey of 2,000 adults disclosed that nearly two thirds of Brits would rarely or never contemplate discussing their feelings of isolation.
Reasons for this include not wanting to impose on others, doubting anyone else will comprehend, and reluctance to show vulnerability. Instead, those who feel lonely are likely to distract themselves through entertainment, such as watching telly, browsing social media, or tuning into the radio.
The research was commissioned by audio brand, Pure, which is collaborating with Marmalade Trust, a Bristol-based charity committed to raising awareness of loneliness and helping people forge meaningful connections.
As part of this collaboration and in support of Loneliness Awareness Week, Pure will be donating 150 radios to individuals across the UK who are seeking support during a period of loneliness.
Dr Lalitaa, a behavioural psychologist and expert in emotional wellbeing, remarked: “Loneliness remains a taboo subject, often shrouded in shame and stigma. It’s encouraging to see initiatives like this that provide simple, tangible comfort and help people feel part of something again.
Tara Fisher, COO from Marmalade Trust, commented: “Loneliness is a natural human emotion that we are all likely to experience in our lifetime.
“There is still a stigma around loneliness, which means a significant portion of the population are reluctant to speak about these feelings to others – either because they don’t feel they have anyone to talk to or are worried about doing so.”
Despite these feelings of shame around loneliness, eight in 10 acknowledged it as a common feeling among the general population. A fifth of all those asked agreed a day is the limit for not speaking to another person before feeling lonely.
However, the study emphasised that women were found to feel lonelier than men, with only 16% of women saying they never feel lonely, compared to 26% of men.
Gen Z, those born between 1996-2011, also reported feeling lonelier than any other age group, with a third feeling lonely more than once a week, while 11% said they experienced loneliness every day.
Regionally, Londoners were most likely to report feeling lonely with 33% of those living in the capital saying they feel lonely at least a few times a week.
The top locations people reported feeling lonely were also established as at home alone, in a crowd, and when having a meal by themselves.
According to data from OnePoll.com, people often listen to the radio when they’re home alone. Aside from tuning in for news and their favourite music, 38% use their radios for background noise, 20% for company, and 19% to make the house feel less quiet.
An additional 16% stated that listening to the radio helps them feel less lonely, with 15% enjoying hearing other people’s voices, and 13% liking being part of the conversation. The stations providing the best company were identified as pop music (30%), oldies music (24%), and talk radio stations (21%).
Hubert Eiter, spokesperson for Pure, which is donating £5 for every Pure radio sold between June 9 – July 9, 2025 in support of Marmalade Trust, said: “Pure has been active in supporting loneliness charities over many years and we are proud to partner with the Marmalade Trust this year.
“It’s great to see that everyday listening can bring a lot of comfort to people, as it has the power to immediately make a room feel livelier and less quiet – we love the fact that radio is able to provide some company for those who feel lonely from time to time.”
