We all know the overwhelming feeling of a mounting social calendar or the pressure of a group chat that never stops pinging. But according to new research from Moonpig, the UK’s leading online greeting card and gift retailer, the era of the ‘high maintenance’ friendship is coming to an end.
The study of 1,500 Brits reveals a significant shift in social behaviours, with the nation moving away from expensive, highly orchestrated events in favour of low-pressure connections. In fact, 63% of the nation now values a physical card in the post more than a big party or dinner out, as 69% believe that a strong bond doesn’t depend on constant contact.
The move towards low-pressure relationships is being driven by a combination of social exhaustion and financial concerns. With 40% of Brits admitting to feeling burnt out by high-maintenance friendship groups, many are now looking for ways to protect their social battery and purse.
A third of the UK (34%) admits to feeling the need to keep up with friends financially, feeling the strain of funding expensive gifts or attending social events, while nearly six in ten (59%) now say they prefer low-key, spontaneous catchups over planned social events.
The top 5 factors driving the UK’s shift towards low pressure socialising:
- Prioritising time with small, close-knit circle – 70%
- Wanting social interactions that are low maintenance – 67%
- Finding small, personal gestures more meaningful – 67%
- Choosing activities requiring less planning or organisation – 65%
- Scaling back to save money or manage a budget – 62%
(Percentage of respondents who said they’ve avoided a large or expensive social commitment for these reasons)
The data also suggests that Brits are evolving social norms to keep their friendships stress-free. Nearly two thirds of the nation (61%) have now adopted a ‘mental energy’ texting policy, an agreement to only reply to messages when they have the capacity to do so, even if that is several days later.
The top ways Brits are re-negotiating the rules of friendships include:
- Low-pressure texting, where it’s okay to reply to a message days later – 61%
- Sharing a meme or social post to someone, with no obligation for them to reply – 57%
- Cancelling plans due to feeling socially exhausted – 56%
- Celebrating birthdays with cards or small tokens, instead of extravagant gestures – 56%
- Voice noting without the expectation of an immediate response – 45%
- Sending a card, letter or note just to check in – 45%
(Percentage of respondents who said they do, or would like to, have these unspoken rules with their friends)
While Brits may be moving away from high-maintenance friendships and constant contact, this isn’t having an impact on their relationships. In fact, nearly two thirds (65%) of Brits said they have a friend that they can go months without speaking to, without it causing any issues.
And when it comes to keeping in touch, Brits are opting for smaller gestures, with a simple “checking-in” text being the gesture we value the most.
- A “Checking-In” text – 60%
- Remembering a small but important date – 58%
- A 10-minute phone call just to say hello – 57%
- Dropping off a favourite snack – 51%
- Receiving a “just because” card in the post – 49%
(Percentage of respondents who said that they find these gestures more valuable than a large social event)
Moonpig’s Kristof Fahy comments:
“As a nation, we are moving towards a more honest, low-pressure way of connecting. It’s clear that we care deeply about our friends, but the need to constantly be ‘on’, whether that’s replying to texts instantly or attending every big event is leading to social burnout.
“What’s really heartening to see is that it’s the small, unexpected gestures that truly resonate. Whether it’s a card in the post just because you saw it and thought of them, or a quick text to wish someone luck, these are the moments that sustain our bonds. We don’t need the big night out to prove we care, we just need to know we’re being thought of.”
For more information, visit the Moonpig website: https://www.moonpig.com/uk/blog/moonpig-and-friends/low-maintenance-friendships/
Photo by Magda Ehlers: https://www.pexels.com/photo/three-people-holding-each-other-s-hands-797731/
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