Absolut x Tomorrowland – The Importance of Connection and Togetherness

Last summer, more than 400,000 individuals from 200 countries gathered in Belgium to celebrate Tomorrowland’s iconic 20-year anniversary edition. Over two weekends, attendees were treated to breathtaking performances by more than 800 of the world’s best electronic artists.  

While the festival attracts hundreds of thousands of people every year, this year the importance of bringing people together was more important and prominent than ever as we, at Absolut, joined forces with Tomorrowland to tackle the issue of loneliness. 

United We Dance 

Recognizing Tomorrowland’s influence as a leading global festival and our history of supporting underrepresented communities, in 2021, we teamed up with Tomorrowland to create the United We Dance platform as a joint initiative to bring our shared values to life.  

To make a difference, a Diversity and Inclusion (D&I) committee was formed. The committee includes representatives from Absolut and Tomorrowland, an industry expert, a politician, and a global DJ. 

The committee’s mission is to inspire the industry and the world to create a more equal and diverse future. Every year, the committee comes up with meaningful actions to carry out, based on a theme derived from industry research.  

Fostering Connection 

When the committee heard about the World Health Organization’s 2023 declaration that loneliness has become a critical global health threat, they were struck. The WHO study found that ‘loneliness rates’ are highest in young adults aged 19 to 29, with 27 per cent reporting they feel very or fairly lonely, and that it affects Black, Asian, and Minority Ethnic (BAME) people more. 

Humans are inherently social beings, with a strong innate need for belonging. Countless studies have shown that feelings of belonging and maintaining strong relationships and connections significantly impacts our overall well-being. And what better place to meet people than at a music festival? 

Festivals and events offer an incredible opportunity to meet new people and foster human connection, both of which have been linked to increased social well-being and reduced loneliness.  

Bringing Us Together 

While conducting research for this year’s initiative, we identified some challenges, such as increased loneliness before and after big events and festivals. To tackle this, the committee developed a program that started before the festival to bring solo travelers and individuals together, and it continued to provide support during and after the festival. 

A variety of activities and resources to promote connection were introduced, making sure that everyone would feel welcome. One of the things we created was a WhatsApp group for festivalgoers, which informed people about various about on-site activities and connected people from different cultures. 

On-site activities included cultural exchange speed dating, a massive breakfast table, special guest sets, and more. We also provided wearable tokens on-site to promote connection and inclusivity, making sure everyone felt welcome at the festival. 

For those who couldn’t make it to the festival, we launched an exclusive Tomorrowland artist podcast series podcast series featuring renowned DJs. The six-episode series delves into the themes of human connection, self-expression, and loneliness, offering listeners a unique insight into the personal experiences of their favorite artists. Tune into the United We Dance Podcast! 

There is a beat that unites us all – let’s find it together. 

Want to read more about the United We Dance initiative? Visit United We Dance