Absolut x Tomorrowland: A trusted partnership driving social change

Absolut has been collaborating with Tomorrowland, the music and dance festival, for the past nine years – a partnership founded on a shared goal of creating a more diverse and inclusive future through the universal language of music.

Held just outside of Antwerp in Belgium, Tomorrowland attracts 450,000 people from over 200 countries over two weekends, with tickets selling out within minutes each year.  What began as a minor partnership in 2017 has morphed into a global initiative, with Absolut x Tomorrowland activations now taking place each year in France, Columbia, Brazil and Dubai as well as Belgium.

At the heart of the partnership is an ambition to drive meaningful change, make a tangible impact and enhance the festival experience through the partnership’s Diversity & Inclusivity (D&I) Committee. Bringing together representatives from Absolut and Tomorrowland, alongside individuals from government and the arts, the committee’s mission is to inspire the industry and the world to create a more equal and diverse tomorrow.

“Our collaboration with Tomorrowland has evolved. It is no ordinary festival partnership – the mutual trust and shared values have brought us a long way, and they will continue to drive us forward,” explains Annika Skohg, Global Marketing Manager, Experiences & Partnerships.

Driving conversations that matter: from safety to loneliness

Each year, the D&I Committee focuses awareness on a highly-charged topic relevant to festivalgoers. In 2023, the committee chose a theme of festival safety and introduced a dedicated on-site care team, trained by organisations including Stonewall, Europe’s largest LGBTQ+ rights organisation to complement the festival’s first aid and security teams.

This team was able to help more than 150 people during the Belgium festival’s two weekends including situations of sexual harassment, anxiety, inclusivity and more. Such was its success that safety is now embedded in Tomorrowland’s protocols as an organisation.

In 2024, the committee turned its attention to loneliness, a growing societal issue, particularly among young adults. Declared a “pressing health threat” by the World Health Organisation, the UN agency has implemented a commission to address the problem, warning that people (of all ages) who are lonely or feel isolated are 30% more likely to die early ^[1].

The meticulously designed initiative offered both onsite and online activities to reach an audience beyond the festival. Activations on-site focused 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 were live podcasts hosted by Tomorrowland artists focusing on mental health and daily ‘speed networking’ events to help facilitate connections.

The theme of loneliness and human connection really resonated with festivalgoers and the artists.

Annika Skohg

One podcast episode featured global DJ Sunnery James, a member of the D&I committee, who highlighted how it can be very lonely performing on stage and revealed that some artists belong to a WhatsApp group to share their experiences. 

“Gen Z is the lonely generation,” says DJ Sunnery James. “We wanted to change that feeling and provide a sense of belonging. By curating immersive festival experiences, we created a sanctuary for human connection and addressed the growing problem of loneliness.”

The festival’s free newspaper, Tomorrowland Today, carried a daily column by Sunnery together with guest articles by artists performing at the electronic dance extravaganza discussing similar topics. Attendees were also encouraged to show their support with free badges to promote an environment of acceptance and self-expression.

The activities proved a great success, with social content for the loneliness initiative reaching 3.2m people and engaging 196,000. Tomorrowland also published the podcasts on its YouTube channel, which attracted 11 million viewers. In light of the positive response and the continued relevance of loneliness, the D&I Committee reprised the theme for the 2025 festival in Belgium.

Wow! This podcast is so powerful. It’s very powerful to hear big DJs like Armin express their personal struggles and how they go through them. Makes me feel less alone.

A festival goer at this year’s Tomorrowland’s Belgium festival

Annika adds: “The theme of loneliness and human connection really resonated with festivalgoers and the artists. We added more podcasts than we had planned because of the positivity around them. Consumers’ testimonials before, during and after the festival confirmed the action drove genuine positive change for many. We also saw an appreciation for our brand in thank you messages and comments on social channels.”

Key learnings shaping the next chapter

Reflecting on the initiative so far, two clear learnings are shaping how the partnership looks ahead.

“First, loneliness isn’t going away. It’s more relevant than ever. Gen Z is the loneliest generation, and they continue to crave spaces, moments and experiences that facilitate genuine human connection. That insight will directly inform how we show up in 2026,” Annika shares.

The second learning is about how change is created. “Addressing loneliness has to be action-oriented, not just awareness-driven,” Annika explains. “Over the past two years, we’ve shifted from raising awareness to actively facilitating connection – designing spaces, initiatives, and touchpoints that reduce social friction, make conversations easier, provide low-pressure ways to participate, and signal that everyone is welcome exactly as they are.”

In 2026, we’re aiming to…share learnings, tools and actions more widely to drive positive change across the festival ecosystem.

Annika Skohg

Extending impact beyond Absolut’s own platforms has also become a key focus. Initiatives developed at Tomorrowland are now embedded within the festival itself and adopted by peers across the industry. “In 2026, we’re aiming to scale this further and share learnings, tools and actions more widely to drive positive change across the festival ecosystem,” says Annika.

Beyond entertainment: festivals as agents of changes

For Absolut, festivals are not just cultural moments but powerful platforms for addressing wider societal changes.

“For this generation especially, festivals are more than entertainment. They’re spaces where people connect, share experiences and feel part of something bigger. With a festival like Tomorrowland, as an industry leader, there’s a real opportunity and responsibility to address the issues that matter most to audiences today.”

This responsibility is deeply rooted in Absolut’s brand purpose and long-term vision to be the global spirit of positive change. This vision is brought to life through its D&I work with Tomorrowland, demonstrating that it is possible to deliver compelling consumer experiences while also creating meaningful social impact when approached intentionally and authentically.

Nine years in, and just getting started

As the collaboration continues to evolve, the focus is firmly on what’s still ahead, growing stronger and more purposeful with each edition, while pushing creative boundaries through on-site experiences, festival drink offerings and purpose-driven initiatives such as the D&I Committee.

“What excites me most is how much more there is to explore together. The possibilities for innovation, connection and meaningful impact keep expanding, and that’s what makes the next chapter so exciting.”

[1] World Health Organisation | Source for 2 in 3 young people