In an era where digital interactions often replace face-to-face ones, a new global study from Velo, the leading nicotine pouch brand in Europe, underscores a growing yearning for authentic human connections. The research reveals that nearly two in five adults (39%) say building meaningful connections has become harder with age, citing difficulty finding like-minded individuals (28%), feeling awkward (27%), fear of rejection (24%), and fear of being judged (21%) as primary barriers.
To address this, Velo has launched 'Echoes of Tomorrowland,' a global network of live events and synchronized livestreams designed to bring the magical experience of Tomorrowland to fans worldwide. The initiative is rooted in the belief that music, particularly on the dancefloor, serves as 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, while 61% feel more comfortable expressing themselves when they see others doing the same. This sense of freedom fosters meaningful connections, with 27% of 25-35 year olds saying friendships made at live music events are more genuine than those formed elsewhere.
The campaign kicked off with an interactive social experiment at the Tomorrowland Store in Ibiza on July 17, featuring a headlining set from Ukrainian DJ Korolova and a livestream from Tomorrowland's mainstage. Guests were given a physical butterfly half and challenged to find a stranger holding the matching half, instantly transforming a room of strangers into a collaborative community. This unique activation, attended by consumer fans, media, and creators from around the globe, aimed to recreate Tomorrowland's spontaneous culture of connection.
Reflecting on the event, Korolova said, '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 connected 'Echo' events, featuring live stages and synchronized streams, offer dance music fans a unique space to fully express themselves and experience something new together.
The research, conducted among 2,009 nicotine users aged 18+ across the UK, Spain, Pakistan, Poland, and Austria in June 2026, highlights a universal challenge that transcends borders. As Velo continues to expand its 'Echoes of Tomorrowland' initiative, the brand is not only promoting its products but also championing the importance of shared experiences in an increasingly disconnected world.
