Startups Turn Loneliness Into a Lucrative Market, Experts Warn of Risks
Researchers Julianne Holt-Lunstad and Noreena Hertz say most loneliness-focused startups lack viable models, warning that commodifying friendship may deepen social divides.
Julianne Holt-Lunstad of Brigham Young University and Noreena Hertz of University College London report that roughly 50-60 loneliness-focused startups have sought their input, yet none have presented a convincing business case. Their research, which popularized the claim that loneliness equals smoking 15 cigarettes a day, underpins many of these ventures. The emerging “loneliness economy” now offers everything from $3,000 coaching programs to $250 voice-responsive pendants, yet scholars warn that such products are often too expensive for the very people who need them most.
The sector surged after the pandemic, with high-profile funding rounds for projects like Adam Neumann’s new residential brand and the AI matchmaking app 222. Users like video-game artist Brian Choi find that occasional events rarely lead to lasting friendships, highlighting the difficulty of turning social connection into a consumable service. Critics such as Sam Pressler and Cindy Rippé caution that monetizing loneliness can exacerbate class and racial inequities, while researchers stress that genuine relationships require repeated, in-person interaction over time.
Why it matters
It shows how turning a basic human need into a profit motive may worsen inequality and fail to address loneliness.
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