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.