New global research from Velo, the leading nicotine pouch brand in Europe, highlights a growing need for shared experiences as people find it harder to form meaningful connections with age. The study, conducted across the UK, Spain, Pakistan, Poland, and Austria, found that 39% of adults say building meaningful connections has become more difficult as they get older. Factors include 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 magical experience of Tomorrowland to fans worldwide. The campaign is rooted in the belief that music, particularly the dancefloor, can break down barriers to connection. According to the research, 30% of respondents feel most able to show up as their authentic selves on the dancefloor, and 61% feel more comfortable expressing themselves when they see others doing the same. This leads to more genuine friendships, with 27% of 25-35 year olds agreeing that friendships made at live music or cultural events are more authentic than those formed elsewhere.
The campaign kicked off with a social experiment at the Tomorrowland Store in Ibiza on July 17th, where guests were given a physical butterfly half and challenged to find a stranger holding the matching half. This interactive exercise transformed a room of strangers into a collaborative community. The event featured a headline set by Ukrainian DJ Korolova and a livestream from Tomorrowland’s mainstage, attracting a mix of fans, media, and influencers from around the globe.
Korolova reflected on the night: “The dancefloor is one of the few places where people feel completely free to express who they are without judgment. 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 added, “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.”
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.”
The “Echoes of Tomorrowland” events, including the Ibiza kickoff, feature live stages, synchronised streams, and DJ sets, creating a unique space for dance music fans to express themselves and experience something new together. The campaign underscores the importance of shared experiences in an increasingly disconnected world, leveraging the universal language of music to foster genuine human connection.
