Adult friendship,
by design not default.

Science-backed ideas to help you build and maintain more meaningful friendships.

The science is non-negotiable.

Three numbers that explain why adult friendship needs intention, not luck.

200

It takes ~200 hours of shared time to move from acquaintance to friendship.

Hall, 2019
1/3

One in three adults report feelings of loneliness on a regular basis.

Cigna, 2022
45%

Nearly half of friendships fade after a major life change.

Wrzus et al., 2013
About

Hi, I'm Greta, an expat science nerd fascinated by adult friendship.

I've lived in seven cities across four countries, often in expat environments where there's a constant revolving door of people. Living abroad has taught me that adult friendships can be beautiful, surprising, and sometimes really hard to maintain, especially across distance.

My background is in science. I studied biomedical sciences at Oxford and science communication at Imperial College London, and I've spent the last decade helping translate research at the New Scientist, the Francis Crick Institute, OIST, the World Economic Forum, and now GESDA.

Friendship by Design is where I bring that same lens to the relationships most of us never get formal training in, using small habits, reflection, and insights from research to bring more intention into the connections that matter most.

Greta Keenan portrait
Start here

Three issues to read first.

Browse the archive →
The Friendship Reset workbook cover
Free download

Rethink your friendships with clarity and intention.

A short workbook to help you reflect on what's nourishing, what feels heavy, and where you want to focus your energy next.

The Friendship Reset offered me something I didn't know I needed: practical tools to be more intentional about the people I choose to invest in and how to show up meaningfully.
Tatiana · Friendship by Design subscriber
Work with me

Speaking, workshops, and partnerships.

Friendship by Design isn't just a newsletter. If you're building something where adult connection matters, here's where we might meet.

Speaking

I speak about adult friendship, loneliness, and the science of connection at conferences, retreats, and corporate events.

Get in touch

Workshops

The Friendship Reset Workshop is coming this summer — a guided practice for designing the friendships you want.

Email me ‘I’m in’

Press & partnerships

For media enquiries or brand collaborations on connection, loneliness, and friendship, I'd love to hear from you.

Email me
The newsletter

One short, science-led letter. Every Thursday.

No fluff, no algorithms — just thoughtful, research-backed ideas to help you build the friendships you want.