Absolut Vodka’s Loneliness Initiative Unites Festivalgoers at Tomorrowland 2025

With two in three gen z individuals feeling lonely – more than any other generation – Absolut Vodka and Tomorrowland joined forces at this year’s festival in Belgium to once again address loneliness through their collaborative ‘United We Dance' platform. Fuelled by a shared vision of a more open and inclusive world through the unifying power of music, the two iconic brands created a mix of onsite and online experiences designed to spark meaningful connections among festivalgoers.

Absolut Vodka and Tomorrowland first addressed loneliness at the 2024 festival, but such was the overwhelmingly positive response from festivalgoers that they decided to tackle the issue again this year.

Nearly 1,000 festivalgoers across 54 nationalities registered for the ‘United We Dance’ activities, selling out – for the second year in a row – in less than 24 hours, showing the continued demand for activities designed to foster real human connection. These activities included two culture connect sessions, wearable bandanas, a morning brunch, a yoga session and a WhatsApp group which saw nearly 2,500 messages shared over the course of the first weekend.

The ‘United We Dance’ artist podcast series returned and has been streamed almost 40,000 times. The six episodes recorded in 2024, plus two new episodes for this year, were made available, each episode focusing on human connection, the challenges of self-expression and loneliness. The podcast episodes united listeners to learn more about how their favourite artists and DJs are navigating their own issues and normalising candid conversations on these vulnerable topics.

The onsite Absolut x Tomorrowland ‘United We Dance’ activation, an immersive bar experience, saw almost 50,000 people pass through its doors, where they could enjoy the first-ever Tomorrowland Spritz cocktail.

Reflecting on Absolut Vodka’s collaboration with Tomorrowland, now in its eighth year, Deb Dasgupta, VP of global marketing for Absolut Vodka, said, “Our partnership with Tomorrowland continues to grow stronger, rooted in a shared belief that when we mix and come together, great things happen. Absolut and Tomorrowland have always understood the power of music not just to entertain, but to unite, inspire and shape culture across generations and geographies. Together, we’re not only elevating the festival experience, but creating moments that have a lasting impact.

Absolut first partnered with Tomorrowland Belgium in 2017 through a local sponsorship level with Pernod Ricard Belgium. The partnership is now an evolving global initiative coinciding with a thriving music festival scene. Absolut has now added four Tomorrowland events across the world to the original initiative, including Tomorrowland Winter, Core Colombia and Tomorrowland Brazil.