A great article today in the New York Times summarized several studies that point to the positive impact of friendships on our individual health. What I read totally meshed with what I’ve heard women respondents say over and over, “My girlfriends keep me sane, grounded, insert adjective here.”
Marti Barletta, author, marketing to women guru, has long stressed the importance of girlfriends in women’s lives – particularly as they age. Check out her fabulous website or follow her on Facebook or Twitter. She always has the latest, most interesting numbers and being exposed to her thinking will change how you approach your entire business.
Some excerpts from the article:
Researchers are only now starting to pay attention to the importance of friendship and social networks in overall health. A 10-year Australian study found that older people with a large circle of friends were 22 percent less likely to die during the study period than those with fewer friends. A large 2007 study showed an increase of nearly 60 percent in the risk for obesity among people whose friends gained weight. And last year, Harvard researchers reported that strong social ties could promote brain health as we age.
“In general, the role of friendship in our lives isn’t terribly well appreciated,” said Rebecca G. Adams, a professor of sociology at the University of North Carolina, Greensboro. “There is just scads of stuff on families and marriage, but very little on friendship. It baffles me. Friendship has a bigger impact on our psychological well-being than family relationships.”
In 2006, a study of nearly 3,000 nurses with breast cancer found that women without close friends were four times as likely to die from the disease as women with 10 or more friends. And notably, proximity and the amount of contact with a friend wasn’t associated with survival. Just having friends was protective.
Bella DePaulo, a visiting psychology professor at the University of California, Santa Barbara, whose work focuses on single people and friendships, notes that in many studies, friendship has an even greater effect on health than a spouse or family member. In the study of nurses with breast cancer, having a spouse wasn’t associated with survival.
Exactly why friendship has such a big effect isn’t entirely clear. While friends can run errands and pick up medicine for a sick person, the benefits go well beyond physical assistance; indeed, proximity does not seem to be a factor.
It may be that people with strong social ties also have better access to health services and care. Beyond that, however, friendship clearly has a profound psychological effect. People with strong friendships are less likely than others to get colds, perhaps because they have lower stress levels.
How can you build programs that strengthen these bonds, insert your brand into these trusted circles? There are great rewards to be found, my friends.
Born Curious 
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