Social media friend search helps young Finnish women combat rising loneliness

A group of women in Rovaniemi have formed a close-knit friendship circle after connecting through a social media friend search, addressing a growing trend of loneliness among young adults in Finland, public broadcaster Yle reports.

Janette Peltokorpi, 32, placed an ad in an Instagram friend-finder post by local influencer Sita Salminen two years ago after many of her friends moved away from Rovaniemi. “Nothing to lose,” she recalled thinking. Responses came quickly—enough to organize a café meetup in the city center, where 12 women seeking new connections gathered.

“Many had gone through life changes—moving, finishing studies—all sharing that need for new people,” Peltokorpi said. A WhatsApp group soon formed, now with around 20 members who regularly plan outings, from ice swimming to film nights.

The group, called *Seurapiiri* (Social Circle), has become a support network. When Laura Kadenius moved recently, eight women helped her unpack. “I’ve never moved so efficiently—two and a half hours, and everything was done,” she said. Others have bonded over shared interests like hiking in Norway or crafting.

Research from the Family Federation of Finland’s 2025 *Perhebarometri* (Family Barometer) shows Finns value friendship highly, with the average adult having 11 acquaintances, four of them close. Yet loneliness is rising, particularly among under-35s, according to a February 2026 Red Cross survey.

The women encourage others to take the leap. “I never would’ve believed this could happen,” Peltokorpi admitted.