New global research from Velo, the leading nicotine pouch brand in Europe, highlights the growing need for shared experiences as a way to combat the challenges of forming meaningful connections. The research, which surveyed over 2,000 nicotine users across five countries, found that almost two in five adults (39%) say building meaningful connections has become harder with age. This difficulty is driven by factors such as trouble 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 around the world. The campaign is rooted in the belief that music is a powerful catalyst for breaking down social barriers. According to the research, 30% of respondents agree that the dancefloor is where they feel most able to show up as their authentic selves, and 61% feel more comfortable expressing themselves when they see others doing the same. This leads to more genuine connections, with 27% of 25-35 year olds agreeing that friendships made at live music or cultural events are more genuine than those formed in other social settings.
The campaign kicked off with a social experiment at the Tomorrowland Store in Ibiza on Friday 17th July, headlined by Ukrainian DJ Korolova. Guests were given a physical butterfly half and challenged to find a stranger holding the matching half to complete the butterfly. This interactive experiment turned a room of strangers into an active, collaborative community, demonstrating the contagious nature of self-expression. The event featured a livestream from Tomorrowland's mainstage and was attended by consumer fans, hosted media from the UK and Spain, and lifestyle and music creators from around the globe.
Korolova reflected on the event's unique energy: "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, commented: "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 live stages, synchronised streams, and DJ sets, aim to create unique spaces for dance music fans to fully express themselves and experience something new together. For more information, visit Velo Global.
