Steelcase Foundation
Opinion Editorial: We must address the epidemic of loneliness
Goal: Use earned media to prime policymakers and family advocates with the Steelcase Foundation and Capita’s loneliness research to inform future conversations around policy structures and changes while the data is at its most relevant.
Notable Awards/Recognitions:
- PACE Pinnacle Award for Editorials/OP-ED Columns
Situation Overview:
Even before the pandemic, loneliness had emerged as a major public health concern in the United States, undermining physical, mental, social, and economic well-being despite unprecedented digital connectivity and shrinking communal spaces. A groundbreaking 2024 national study by Making Caring Common at Harvard University, supported by Capita and funded by the Steelcase Foundation, found that nearly half of U.S. adults are lonely, with serious consequences including higher risks of heart disease and stroke, increased smoking, and nearly $1 trillion in costs tied to depression, addiction, and suicide.
Research:
Bellwether Public Relations, working on behalf of the Steelcase Foundation, analyzed the data to identify key audiences and uncovered troubling implications for families and children, particularly as Gen Z childbirth rates surpass those of the preceding generation and children absorb the emotional climate of lonely households. We discovered that:
- Loneliness leads to poor social, economic and health outcomes
- 29% increased risk of heart disease
- 32% increased risk of stroke amongst those who also smoke
- There are $960 billion in costs associated with major depression, addiction and suicide
- Children often absorb the emotional climate of their home, which impacts their development, behavior and coping skills
Action Plan & Communication Overview:
With the survey data finalized in late fall, we decided to issue a joint opinion editorial between Capita and the Steelcase Foundation shortly after the survey was announced in a publication most likely to be read by the target audience of policymakers and family advocates. We identified the Detroit News as the strongest option, given its readership and reach across Michigan.
Once the survey data were available, a series of meetings was held between the authors to discuss the tone and direction of the opinion piece. The result was an opinion editorial authored by both organizations that shared high-level data from the survey, and more importantly, underscored why paying attention to data such as this from a policy-making perspective is just as important as data around material resources. Once the final piece was confirmed, Bellwether PR secured placement in the Detroit News in October of 2024.
Evaluation:
From a quantitative perspective, the opinion editorial had an estimated reach of more than 2.85 million. Even more impressive is the social reach of the editorial when shared to the Foundation’s LinkedIn, which achieved 1,069 impressions, a 7.3% engagement rate, and a 5.24% click-through rate – making the article one of the highest engaged posts on their page at that time.
From a more qualitative perspective, the opinion piece was used in conversations at a series of summits held with Michigan policymakers and family advocates, beginning with an in-person presentation to more than 70 attendees, held in October of 2024, to specifically plan for better family and community policies.
