Absolut Vodka and Tomorrowland will confront a global issue weighing on younger generations at this year’s electronic dance music festival: loneliness.
Absolut and Tomorrowland have had a working partnership since 2017 and in 2022, Absolut and Tomorrowland’s United We Dance platform began. Creating a more diverse and inclusive tomorrow through the universal language of music. Each year, the partnership’s Diversity & Inclusion (D&I) committee tackles a new issue derived from research around highly-charged topics relevant to festivalgoers, taking meaningful action to bring about positive change. Formed of representatives from Absolut, Tomorrowland, people from government and the arts, the committee has this year chosen to tackle the growing problem of loneliness.
Loneliness among young adults has increased significantly in recent years, driven in part by the isolating effects of social media and the continued ramifications of the pandemic.* Declared a “pressing health threat” by the World Health Organisation, the UN agency has launched a commission to address the problem, warning that people (of all ages) who are lonely or feel isolated are 30 per cent more likely to die early.*
Recognising the needs of underrepresented groups – people from Black, Asian and minority ethnic, and the LGBTQIA+ communities are more vulnerable to loneliness** – as well as the desire from younger generations for more inclusive, intimate gatherings as the music festival landscape continues to evolve, Absolut Vodka and Tomorrowland will aim to combat loneliness at this year’s festival by unlocking and enabling human connection and facilitating cross-cultural exchange.
The meticulously designed initiative will offer both onsite and online activities to reach an audience beyond the festival. Activations on site will focus on creating a sanctuary for human connection, with the main hub of activity, The Community Booth, set within the festival’s camping area providing a space for festivalgoers to connect. There will be live podcasts hosted by Tomorrowland artists focusing on mental health and the challenges people face today and daily ‘speed networking’ events to help facilitate connections.
The festival’s free newspaper, Tomorrowland Today, will carry a daily column by globally renowned DJ and committee member, Sunnery James and guest articles by artists performing at the electronic dance extravaganza discussing similar topics. Attendees will be encouraged to show their support with free badges to promote an environment of acceptance and self-expression. In the lead-up to the event, Tomorrowland communities will be encouraged to connect with solo attendees seeking connections through social channels.
Sunnery James, DJ and member of the D&I Committee said: “Gen Z are the lonely generation. You can be in a crowd of thousands of people but still feel lonely and isolated because you are not connected. We want to change that feeling and provide a sense of belonging. United We Dance seeks to strike a chord with Gen Z’s core values of inclusivity, diversity and uninhibited self-expression. By curating immersive festival experiences, we’re creating a sanctuary for human connection and addressing the growing problem of loneliness.”
Tad Greenough, Global Chief Creative Officer, The Absolut Company and D&I Committee Chairperson, says: “At Absolut, we believe the dancefloor should be a space where everyone feels welcome and by mixing together, we can foster greater connection, empathy and understanding to drive positive change.”
Tomorrowland, with a crowd of 400 000, 16 stages and over 800 DJs, is one of the world’s biggest electronic dance music festivals, and is held annually in Boom, Belgium. For more information about the activations fostering human connection both on-site and for those enjoying form afar, visit: https://unitedwedance.tomorrowland.com/
