Munster Rugby Partner With Laya Healthcare To Combat Loneliness

A new laya healthcare study reveals a stark reality: loneliness is pervasive in Ireland, impacting nearly half of adults and disproportionately affecting young people.

To address this, laya healthcare has launched a campaign to raise awareness and promote sport, specifically rugby, as a way to help. Connacht Rugby, Leinster Rugby, and Munster Rugby are working with laya healthcare to try and combat the issue.

The research revealed a staggering 93% of people believe loneliness is a problem, with 1.8 million adults experiencing it. Almost 6 in 10 people (59%) report feeling lonely at least monthly, highlighting the widespread nature of this issue.

While loneliness affects all ages, younger generations are bearing the brunt. Those under 44 report feeling lonelier than older demographics, shattering the stereotype of loneliness primarily affecting seniors. Nearly 1 in 5 young adults experience severe loneliness, making them the loneliest age group. This vulnerability stems from various factors, with 44% feeling disconnected from those around them, 42% lacking sufficient friends and family, and 39% lacking social activities.

Impact on Wellbeing

The study also reveals the concerning impact of loneliness on both mental and physical wellbeing. Over half (52%) of those experiencing loneliness report lower self-esteem, while 50% experience increased depression and anxiety. Worryingly, 23% report that loneliness negatively impacts their physical health, highlighting the far-reaching consequences of this issue.

Rugby a ‘powerful antidote’

Despite the startling stats above, the research also offers a beacon of hope: the power of sport, particularly rugby, to combat loneliness and foster connection. With 87% of the Irish population following at least one sport, and rugby ranking among the top three, its potential to address loneliness is significant. The majority of respondents (85%) agree that sport can combat loneliness, with 79% specifically highlighting rugby’s positive impact.

Speaking about the campaign, Kevin Kent, Head of Marketing and Consumer Sales at laya healthcare, states, “As the Official Health and Wellbeing partner of Connacht, Leinster, and Munster Rugby, laya healthcare is committed to tackling loneliness in Ireland. Through the ‘We are one. Always’ programme, we aim to inform, educate, and connect communities, leveraging rugby’s community spirit to support those affected. We are proud to work with the three provinces on this important societal issue, with on field rivalry being put aside to support those in need”.

Laya healthcare has also collaborated with academic psychologist Dr. Joanna McHugh Power to develop three informative papers on loneliness, offering guidance for those affected. To foster connection, laya healthcare will distribute hundreds of game tickets throughout the season, starting with Christmas fixtures, and plan more initiatives for the new year.

Dr. Joanna McHugh Power, emphasises, “This research reaffirms what we as psychologists see every day: social connection is crucial for mental wellbeing. It’s not about being in a room with people; it’s about feeling seen, heard and understood. By offering a sustainable context for social connection, team sports such as rugby, with its inherent team spirit, camaraderie, and strong community ties, may provide a valuable way to reduce or prevent loneliness. This could be incredibly valuable in supporting mental health and fostering overall wellbeing”.

This positive association is reflected in the data, with rugby fans significantly less likely to experience loneliness on the UCLA Loneliness Scale. The UCLA (University of California, Los Angeles) Loneliness Scale was developed by researchers in the field of psychology in 1978 and is used by clinical experts and is the most commonly used measure of loneliness worldwide.

Almost three quarters (73%) of rugby fans feel a sense of companionship and togetherness with other supporters, highlighting the power of shared passion in fostering connection. This translates to increased happiness, with 67% of rugby fans reporting feeling “happy” compared to 60% of non-rugby fans. Furthermore, adults who currently play or have played rugby are more likely to be satisfied with their number of friends (38% vs. 18% of non-players), demonstrating the long-term benefits of the sport’s community aspect.

Dave Kavanagh, Head of Commercial and Marketing at Munster Rugby, said: “Munster Rugby is more than just a team; we’re a family. We understand the power of sport, rugby and community to bring people together and create a sense of belonging. We’re proud to support laya healthcare in their mission to tackle loneliness in Ireland.”

For more information on the campaign, visit layahealthcare.ie/weareone

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