New global research from Velo, the leading nicotine pouch brand in Europe, reveals that nearly two in five adults (39%) say building meaningful connections has become harder with age. The study, conducted across the UK, Spain, Pakistan, Poland, and Austria, identifies key barriers such as difficulty finding people with similar interests (28%), feeling awkward (27%), fear of rejection (24%), and fear of being judged (21%). In response, Velo has launched “Echoes of Tomorrowland,” a global network of live events and synchronised livestreams designed to bring the festival experience to fans worldwide and counteract these social challenges.
The campaign is a collaboration with Tomorrowland, the renowned electronic music festival. Velo and Tomorrowland believe that music is the ultimate catalyst for breaking down social barriers. The research supports this, showing that 30% of respondents feel most able to be their authentic selves on the dancefloor, “dancing like nobody’s watching.” Additionally, 61% feel more comfortable expressing themselves when they see others doing the same, and 27% of 25-35 year olds say friendships made at live music events are more genuine than those formed in other settings.
To illustrate the power of shared experiences, Velo kicked off the campaign with a social experiment at the Tomorrowland Store in Ibiza on July 17. Guests received a physical butterfly half and were challenged to find a stranger holding the matching piece, instantly turning a room of strangers into an active community. The event featured a headline set by Ukrainian DJ Korolova and a livestream from Tomorrowland’s mainstage, with media and creators from around the world in attendance.
“The dancefloor is one of the few places where people feel completely free to express who they are without judgment,” said Korolova. “That’s the energy I felt throughout the night in Ibiza, thanks to Velo – it was incredible to watch everyone let go, show up as their true selves, and celebrate their originality together.”
Supporting artist Camden Cox noted, “What stayed with me from the night was watching total strangers connect so easily through a shared experience. Sometimes all people need is a small invitation to start a conversation, and seeing the crowd use the physical butterflies to break the ice and dance together was pure magic.”
The “Echoes of Tomorrowland” events include live stages, synchronised streams, and DJ sets, creating unique opportunities for dance music fans to express themselves and connect with others. Malky Brown, Global Head of Content & Partnerships at BAT, explained, “With ‘Echoes of Tomorrowland’, we wanted to recreate the sense of connection that makes the festival so special. By encouraging people to step outside their comfort zones and connect with others, we brought to life Velo’s belief that self-expression can bring people closer together.”
This initiative addresses a growing societal need for meaningful connections, offering a blueprint for brands to foster community through shared cultural experiences. As the world becomes more digitally connected yet emotionally distant, Velo’s approach highlights the importance of creating spaces where people can be their authentic selves. The research underscores a broader trend: adults are increasingly seeking genuine interactions, and events like these provide a powerful antidote to social isolation.
For more information, visit @velo.global.
