New global research from Velo, the leading nicotine pouch brand in Europe, reveals a growing need for shared experiences as people find it harder to connect with others. The study, conducted across the UK, Spain, Pakistan, Poland, and Austria, found that 39% of adults say building meaningful connections has become more difficult with age. Barriers include trouble finding like-minded people (28%), feeling awkward (27%), fear of rejection (24%), and fear of judgment (21%).
To address this, Velo has launched 'Echoes of Tomorrowland,' a global network of live events and synchronized livestreams that bring the festival experience to fans worldwide. The campaign is rooted in the belief that music and the dancefloor are powerful catalysts for connection. According to the research, 30% of respondents feel most able to be their authentic selves on the dancefloor, and 61% feel more comfortable expressing themselves when they see others doing the same. Notably, 27% of 25-35 year olds say friendships made at live music events are more genuine than those formed elsewhere.
Kicking off the campaign, Velo hosted a bespoke social experiment at the Tomorrowland Store in Ibiza on July 17th. Guests received a physical butterfly half and were challenged to find a stranger holding the matching piece. This interactive activity turned strangers into an active community, headlined by Ukrainian DJ Korolova, with a livestream from Tomorrowland's mainstage. The event welcomed fans, media, and creators from around the globe.
Korolova commented: "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, said: "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' campaign includes connected events featuring live stages, synchronized streams, and DJ sets, creating unique spaces for dance music fans to express themselves and experience something new together. For more information, visit @velo.global.
