Call or visit to combat contact poverty

With the commissioning of four nostalgic telephone booths in Rotterdam, the Mooiste Contact Month officially started today. With this initiative, the KPN Mooiste Contact Fonds draws attention to contact poverty, a growing problem in a society that is becoming increasingly digital. Research* shows that more than a third of Dutch people have days when they don't talk to anyone. More than 37 percent of 40 to 49 year olds find their social contacts insufficient. And 1 in 4 people think that he/she/they receive too few visits. The phone booths will travel through the Netherlands in the coming weeks to inspire people to call someone personally. The fund will also initiate dozens of activities to promote social contact during the rest of the year.

Other notable research findings
The Most Beautiful Contact Month is an initiative to make people more aware of the value of real personal contact. That this is necessary is evident from the research* that the fund conducted in November among more than 2,000 Dutch people:

- 2 out of 3 people say that there are times when they should actually call or visit someone, but it just doesn't happen.
- Almost half (47.5%) of Dutch people sometimes send a message even though they think a phone call or visit would have been better.
- The percentage of people who would have preferred to receive a phone call or visit instead of a text message is even higher: 55.7%.
- Nearly 29% of respondents find their social contacts insufficient, with a peak of 37.1% in the 40-49 age group.
- 30% dare to say more via a message (via email, WhatsApp or other apps) than in a personal conversation.
- More than 45% would consider it a good resolution to make more conscious real social contact in 2025.
- More than 17% of respondents find calling scary, rising to 28.5% among young people under 30.

Marissa van der Sluis, psychologist and author of the book 'Real Connection' was present at the presentation of the research and explains: 'We are digitally connected to each other all day long, but at the same time more and more people seem to be losing the connection with each other. We have to break this. You can make real contact by looking each other in the eye, hearing and meeting each other. In this way, people can literally be seen and heard in a meaningful way. People find making real contact increasingly exciting because it is more unpredictable. For example, you can adjust a message every time before you send it and your first reaction is not visible to the other person from behind a screen. People find that comfortable and gives them confidence. Yet you actually become happier from real contact.'

Stop scrolling, get in touch
The KPN Mooiste Contact Fonds works all year round to reduce social isolation, with collaborations with Kinderpostzegels, the KNVB, the Nationaal Ouderenfonds and the Rijksmuseum, among others. “But especially in January we want to show people that they can easily do something about contact poverty - by stopping scrolling and making real personal contact,” says Mark Versteegen, director of the KPN Mooiste Contactfonds. “In addition to the traveling phone booths that mainly offer inspiration and a perspective for action, we are also organizing a calling course for young people on January 23 to help them feel more comfortable when they call. It is time to really connect with each other again,” Versteegen concludes. “With this month we hope to not only make people aware of contact poverty, but also to offer concrete tools to tackle this problem.”

Influencer Qucee emphasises the importance of paying attention to contact poverty: "My childhood was not a pleasant time, I was bullied and felt very lonely because my peers did not look after me or were genuinely interested in me. Conversely, I did not dare to make contact anymore. Eventually I even ended up in a depression. A healthy social life contributes to our well-being and that is why I want to break the taboo on mental health. Today I want to call on everyone to make real contact, that makes a huge impact."

Sociologist, gerontologist and board member Eric Schoenmakers has been researching loneliness since 2009 and explains: “Social connection is essential for our well-being. Breaking through contact poverty is crucial to prevent social isolation. The actions of the KPN Mooiste Contact Fonds aim to offer people tools to make real contact and strengthen connection.”

* conducted online between November 21 and 27, 2024 among 2,060 Dutch people aged 18 and over, by Panelwizard in accordance with ISO 20252 guidelines.