As the world becomes increasingly digital, the quest for authentic human connection has never been more challenging. New global research from Velo, the leading nicotine pouch brand in Europe, reveals that nearly two in five adults (39%) find it harder to build meaningful connections as they age. The study, which surveyed over 2,000 nicotine users across the UK, Spain, Pakistan, Poland, and Austria, identifies key barriers including difficulty finding people with similar interests (28%), feeling awkward (27%), fear of rejection (24%), and fear of being judged (21%). These findings underscore a pervasive issue in modern society: the struggle to forge genuine bonds.
In response, Velo has launched 'Echoes of Tomorrowland', a global network of live events and synchronised livestreams designed to bring the magic of the renowned Tomorrowland festival to fans worldwide. The initiative is rooted in the belief that music and the dancefloor are powerful catalysts for breaking down social barriers. According to the research, 30% of respondents feel most able to be their authentic selves on the dancefloor, 'dancing like nobody's watching', while 61% feel more comfortable expressing themselves when they see others doing the same. This sense of freedom fosters connections, with 27% of 25-35 year olds stating that friendships made at live music events are more genuine than those formed elsewhere.
The campaign kicked off with an innovative social experiment at the Tomorrowland Store in Ibiza, where guests were given a physical butterfly half and challenged to find a stranger with the matching piece. This interactive icebreaker transformed a room of strangers into a collaborative community, proving that self-expression is contagious. The event, held on July 17th, featured a headline performance by Ukrainian DJ Korolova and a livestream from Tomorrowland's mainstage, recreating the festival's unique culture of spontaneous connection. Attendees included fans, media from the UK and Spain, and lifestyle and music creators from around the globe.
Korolova reflected on the night's energy, stating, "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 the campaign's purpose: "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 launch and others featuring live stages, synchronised streams, and DJ sets, provide a unique space for dance music fans to express themselves fully and experience something new together. As the research and campaign demonstrate, the dancefloor remains a vital arena for fostering the meaningful connections that many find elusive in their daily lives. To watch the official event wrap film and discover more about Velo, visit velo.global.
For +18 nicotine consumers only. This product contains nicotine and is addictive.
