Could 'professional cuddlers' help solve the loneliness epidemic?
Key Takeaways
Industry Buzz
“We are in a time of social isolation despite novel technological advances in social connection such as cell phones, social media, [and] ubiquitous connectivity.” — Eileen Anderson, EdD
There is no reason to think that a cuddling situation could not [...] be professionalized, though a number of safeguards and preferences would have to be in play.” — Eileen Anderson, EdD
Find more of your peers' perspectives and insights below.
Loneliness has become an epidemic in the modern world, with increasing online connectivity paradoxically making it harder for people to find connections in their everyday lives.
“Humans are wired to be social, and psychoneurobiological processes depend on it,” Eileen Anderson, EdD, a medical and psychological anthropologist from Case Western Reserve University in Cleveland, OH, tells MDLinx. “The pandemic exaggerated a problem of social isolation already in process.”
Many interventions have been tried to help people suffering from a lack of social contact, some with more success than others, and a new one has emerged—professional cuddlers who provide “platonic touch therapy” for those feeling stressed, anxious, or lonely.[]
We need a solution to loneliness
Dr. Anderson points out that new technologies, instead of tightening interpersonal connections, are actually driving people apart, by blocking in-person interactions or causing people to present false pictures of their lives on social media, for instance.
These types of social isolation can have detrimental effects on both mental and physical health, including greater risk of cardiovascular disease, dementia, stroke, depression, anxiety, and premature death.[]
Related: Loneliness can indeed killWhy not hire a hug?
The concept of professional cuddlers who introduce physical touch into the lives of people who are lonely or isolated has not been well studied, but it is a provocative idea, says Dr. Anderson.
She likens it to other aspects of life that have been professionalized throughout history and across cultures, including professional mourners in some Caribbean cultures that wail at funerals to make it comfortable for other people to grieve. “We do have to take the professionalization of ‘natural’ components of human life seriously—such as ‘cuddlers’,” she says.
@60secdocs Fei is a professional cuddler. She currently charges $100/hr for a session. #entrepreneur #sidehustle #cuddles #fyp ♬ original sound - 60 Second Docs
Professional cuddling as a means of touch therapy may work, if prior successes with massage are any indication, Dr. Anderson suggests. “However, the client has to feel comfortable with the arrangement. When there are a set of professional rules that both people agree upon, everyone has a better experience," she explains. "There is no reason to think that a cuddling situation could not also be professionalized, though a number of safeguards and preferences would have to be in play.”
Indeed, the risk of sexual assault is an obvious potential drawback to this approach, and clear boundaries about the types of touch that are allowed would be needed. In addition, Dr. Anderson says, issues like a person’s oral hygiene or body odor may interfere with any potential benefits of cuddling, and it is possible that such an interaction could spark body image issues.
“For example, if a woman sensitive about weight had a smaller cuddler, that could make her feel even worse,” Dr. Anderson observes.
“Like many things, this idea may work for a niche of people who are isolated, platonic-touch hungry, and not likely to be triggered by their own issues if (and only if) ethical, safety, and comfort practices were in place,” she stresses.
Other tested solutions
Some interventions have been shown to have beneficial effects in people experiencing loneliness or social isolation, notes Peter Hoang, MD, a geriatrician from the University of Toronto, Canada, who has studied the impact of interventions to reduce loneliness and social isolation. He cites examples of social prescribing, physical activity, and psychological therapies like cognitive behavioral therapy.
Related: Take a hike! ‘Social prescriptions’ offer a medication alternativeDr. Hoang and his colleagues examined interventions for adults 65 and older in a systematic review and meta-analysis published in JAMA Network Open, finding that the biggest benefits come with animal therapy—mostly with living dogs or robotic animals—and technological solutions like videoconferencing for those in long-term care.[]
Moreover, a review in Perspectives on Psychological Science suggests that a combination of cognitive behavioral interventions and short-term use of adjunctive medications, such as antidepressants in the selective serotonin reuptake inhibitor class, neurosteroids, and oxytocin, may help reduce loneliness and its downstream harms.[]
Related: A nasal spray to cure lonelinessAccording to Dr. Anderson, an important way to address the problem and promote social connection involves people identifying “trustworthy close others with whom they can share their authentic experiences." Participating in group activities may help, too, she says: “Volunteering for a charity event or joining a club, religious organization, class, or other group based on shared purpose makes most people feel better.”
But above all, Dr. Hoang says, people experiencing loneliness or social isolation should know, “You are not alone in your experience. You deserve supportive relationships. Strive for realistic and feasible goals for yourself when trying to manage loneliness and social isolation. This can be picking one person to connect to today, or an activity that you can make meaningful connection in.”
What this means for you
Loneliness and social isolation affect many people, with numerous interventions that have been tried with mixed results. Studies have suggested that interventions involving animal therapy, videoconferencing, cognitive behavioral therapy, and other approaches may have some benefits. Could a new effort, professional cuddling, make an even greater impact on the loneliness epidemic?