As social isolation becomes an increasing concern, new research from Velo, a leading nicotine pouch brand, reveals that nearly two in five adults (39%) find building meaningful connections harder with age. The study, conducted across five countries, identifies key barriers including difficulty finding like-minded individuals (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 synchronized livestreams designed to recreate the communal spirit of the famous Belgian festival.
The initiative is backed by findings that highlight the dancefloor as a powerful space for self-expression and connection. According to the research, 30% of respondents agree that the dancefloor is where they feel most able to be their authentic selves, while 61% feel more comfortable expressing themselves when they see others doing the same. This environment fosters genuine friendships, with 27% of 25-35 year olds stating that friendships formed at live music events are more authentic than those in other social settings.
To demonstrate the contagious nature of self-expression, Velo kicked off the campaign with a social experiment at the Tomorrowland Store in Ibiza. Guests received a physical butterfly half and were challenged to find a stranger with the matching piece, instantly transforming a room of strangers into a collaborative community. The event, held on July 17, featured a headline set by Ukrainian DJ Korolova and a livestream from Tomorrowland's mainstage, attended by fans, media, and influencers from around the globe.
Korolova reflected on the night, 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 research, conducted among 2,009 nicotine users aged 18+ across the UK, Spain, Pakistan, Poland, and Austria, underscores the growing need for shared experiences in an increasingly digital world. By extending Tomorrowland's unique culture through "Echo" events in Ibiza and beyond, Velo aims to provide a space where fans can fully express themselves and forge meaningful connections, proving that even in a fragmented world, the dancefloor remains a unifier. For more information, visit Velo Global.
