LONDON — New global research from Velo, the leading nicotine pouch brand in Europe, highlights a growing challenge: nearly two in five adults (39%) say building meaningful connections has become harder with age. The study, conducted among 2,009 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%).
In response, Velo has launched "Echoes of Tomorrowland," a global network of live events and synchronized livestreams aimed at recreating the magical experience of the Tomorrowland festival for fans worldwide. The initiative is rooted in the belief that music and the dancefloor serve as powerful catalysts for connection, with 30% of respondents agreeing that the dancefloor is where they feel most able to show up as their authentic selves, and 61% feeling more comfortable expressing themselves when they see others doing the same. Notably, 27% of 25-35 year olds believe friendships made at live music or cultural events are more genuine than those formed in other social settings.
The campaign kicked off with a bespoke social experiment at the Tomorrowland Store in Ibiza on July 17, where guests received a physical butterfly half and were challenged to find a stranger holding the matching half. This interactive exercise transformed a room of strangers into a collaborative community, headlined by Ukrainian DJ Korolova, with a livestream from Tomorrowland's mainstage. The event brought together consumer fans, media from the UK and Spain, and lifestyle and music 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, 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 feature live stages, synchronised streams, and DJ sets, creating unique opportunities for dance music fans to express themselves and share new experiences. This initiative underscores the importance of fostering human connection in an increasingly digital world, and its potential impact extends beyond the festival experience, offering a model for how brands can facilitate meaningful social interactions.
For more information, visit @velo.global. This product contains nicotine and is addictive. For +18 nicotine consumers only.
