New global research from Velo, the leading nicotine pouch brand in Europe, reveals that as people age, building meaningful connections becomes increasingly challenging. The study, conducted across the UK, Spain, Pakistan, Poland, and Austria, found that 39% of adults agree that forming meaningful connections has become harder with age. Key barriers include difficulty finding people with similar interests (28%), feeling awkward (27%), fear of rejection (24%), and fear of being judged (21%).
The research underscores the importance of shared experiences in overcoming these barriers. Velo, known for its association with music and self-expression, has partnered with Tomorrowland to launch 'Echoes of Tomorrowland', a global network of live events and synchronized livestreams designed to bring the festival's magical experience to fans worldwide. The campaign aims to recreate the sense of community and connection that defines the festival.
The dancefloor, in particular, emerges as a powerful space for connection. According to the research, 30% of respondents feel most able to show up as their authentic selves on the dancefloor, 'dancing like nobody's watching'. Furthermore, 61% feel more comfortable expressing themselves when they see others doing the same. This mutual self-expression fosters genuine connections, with 27% of 25-35 year olds stating that friendships made at live music or cultural events are more genuine than those formed in other social settings.
To bring this concept to life, Velo hosted a bespoke social experiment at the Tomorrowland Store in Ibiza on 17th July. Guests received a beautifully crafted physical butterfly half and were challenged to find a stranger holding the matching half. This interactive activity immediately transformed a room of strangers into a collaborative community, breaking down social barriers. The event featured a headline performance by Ukrainian DJ Korolova, who reflected on the night's 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.'
The 'Echoes of Tomorrowland' campaign includes connected 'Echo' events in Ibiza and other locations, featuring live stages, synchronized streams, and DJ sets, creating unique opportunities for dance music fans to express themselves and experience something new together. 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 research highlights a broader societal trend: the need for shared experiences to foster connection. As people face increasing difficulty in forming meaningful relationships, initiatives like 'Echoes of Tomorrowland' offer a blueprint for using music and self-expression to bridge gaps. For more information, visit Velo Global. For +18 nicotine consumers only. This product contains nicotine and is addictive.
