Launched to coincide with Loneliness Awareness week (12 to 18 June), the new partnership will see the introduction of loneliness awareness staff training within both organisations.
The firms will also focus on raising awareness of the charity and its work through the Star Pubs & Bars estate and the wider hospitality industry.
Star operators wanting to get behind the charity will have access to free PoS kits including double sided beer mats, conversation starter topics, and a fundraising QR code for customers scan and donate directly to Marmalade Trust.
Marmalade Trust founder Amy Perrin said: “We’re thrilled to be partnering with Heineken on a cause which is incredibly important to both companies.
“At Marmalade Trust we know just how prevalent loneliness is amongst those living in the UK and we also know how important the role pubs play is in bringing people together and fostering connections.”
Get more connected
She continued: “With Heineken’s support, we hope to be able to raise even more awareness of loneliness across all demographics in society, and most importantly continue to provide Brits with the resources that they need to feel and get more connected.”
Recent data, commissioned by Heineken UK, revealed almost half (46%) of adults across Britain experience feelings of loneliness at least once a week.
In addition, almost the same number of Brits (45%), stated they concealed their loneliness by exaggerating or lying about weekend plans, with 40% saying they’d been to the pub, 36% claiming to have gone into town and 34% choosing to say they’d gone shopping with company.
Moreover, 45% of respondents stated they would like to go on more nights out but are not often presented with opportunities to do so.
Heineken UK managing director of Star Pubs & Bars Lawson Mountstevens said: “Most of us experience loneliness at some point in our lives, but the study shows almost half of us experience it on a weekly if not daily basis.”
Heart of communities
He continued: “While it’s nothing to be ashamed of, it’s something that we need to talk about and address.
“Social connections are key to helping people who are experiencing feelings of loneliness.
“Pubs are at the heart of communities. They are places where we can meet family and friends, make new connections, laugh, share problems, and build bonds with people over a cider or beer.
“Partnering with Marmalade Trust is a natural fit for us – we’re going to work together with them to build a more connected world.”