Efficient supermarkets are great for the younger crowd – but they’re robbing the elderly of a social pastime that many depend on. With advancements in technology minimising human interaction in the name of efficiency, ‘slow aisles’ are defending a social space for seniors.

Social isolation is increasing across both nations and generations, meaning that many countries are facing a 'loneliness epidemic'. Global research has warned that the negative impacts of social isolation are so vast that it's becoming a greater public health problem than obesity.

Dog food brand Pedigree has launched 'Dog Dates', a campaign that matches elderly people with dogs in their local area. The campaign plays on the benefits of spending time with pets as a remedy to loneliness, and serves to portray Pedigree as a brand that does more than just sell dog food.

As a means of tackling rampant loneliness among older people in the UK, Royal Mail posties have been enlisted to check up on people’s wellbeing when they deliver their mail. The tactic hopes to address rising social isolation in the UK, while safeguarding Royal Mail jobs from automation.