Gen Z Are The Lonely Generation: Tomorrowland Raise Awareness About Mental Health

In the small town of Boom, 400,000 visitors make a pilgrimage to Tomorrowland. «You can be in a crowd of thousands of people but still feel isolated. We want to provide a sense of belonging» – redefining festival experience

As summer unfolds, festival season reaches its peak. Across Europe, festivals of all sizes become the highlight of many holidays and summers. In the small town of Boom, nestled between Antwerp and Brussels, 400,000 visitors make a pilgrimage to Tomorrowland, one of the biggest music festivals and a major electronic dance music event.

For two weekends, the wonderland that is Tomorrowland is built up and hosts more than 400,000 visitors. With over 800 acts playing across 16 stages, it is one of the largest festivals in Europe. In 2024, the festival is celebrating its 20th anniversary. Since its inaugural edition in 2005, Tomorrowland has become an institution within the electronic dance music scene and attracts people from all over the world, with over 200 countries in attendance. This year’s headliners included Swedish House Mafia, Hardwell, Amelie Lens, and Armin Van Buuren.

Festivals as a Vehicle for Mental Health Advocacy

Festivals provide many with a break from the mundane, a moment of fun, freedom, and a pastime, surrounded by thousands who enjoy the same type of music and culture. Even though it is a time of enjoyment, the environment can be mentally challenging for many.

To address this, Tomorrowland, in collaboration with the spirits brand Absolut, launched their Diversity & Inclusivity (D&I) Committee in 2021. The committee consists of six members from both Absolut and Tomorrowland, as well as DJs, politicians, mental health advocates, and NGOs. Each year, the committee focuses on one specific topic, with this year’s theme being loneliness.

«Gen Z are the lonely generation. You can be in a crowd of thousands of people but still feel isolated because you are not truly connected. We want to change that feeling and provide a sense of belonging. Our campaign seeks to resonate 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,» explains Sunnery James, DJ and member of the D&I Committee.

Cultural and Meaningful Connections Across Borders

The initiative includes both site-specific actions and activations outside of the festival. At Tomorrowland, the camping village hosts nearly 40,000 visitors during the festival. Coming from all walks of life and every corner of the world, the village is a hotbed for cultural exchange and creating new friendships—something that can be more easily said than done. To facilitate these moments, the D&I Committee is arranging cultural speed-dating, a way for festival-goers to meet and be introduced to new acquaintances without any commitments.

«You can go and meet people from different countries and just have a chat with some cultural conversation starters. You might end up meeting someone from Vietnam and then someone from South Korea. It’s about bringing different people together in a new way,» says a committee Maxime Henain, Head of Culture and Brand Partnerships at The Absolut Group.

Debunking Myths About Mental Health

Mental health issues often go unnoticed or are not discussed. For example, the facade that someone is happier than they actually are can mask underlying loneliness. Even performing at a major festival in front of thousands does not make one immune to loneliness. To address this, a magazine is printed and distributed daily at the festival, including a column on the topic. A podcast series features six different artists delving into the topic of loneliness and how it affects them, which people could listen to after the festival.

«There’s a myth to debunk about loneliness, and that’s why the podcast is helpful. Famous and successful people can also feel lonely, so it’s a universal issue. The podcast aims to demystify it. The next episode will feature tonight’s headliner, demonstrating that DJs and festival organizers are committed to sharing their experiences and showing that it’s okay to talk about these issues,» explains Henain.

The EDM community has been particularly affected by mental health issues. In 2018, major DJ Avicii (Tim Bergling) died by suicide after battling mental health problems. Highlighting and discussing these issues is one of the most effective ways to acknowledge the reality. «In the podcast, people will expose their vulnerabilities. World-leading DJs will talk about themes that are not easy to discuss, which I hope will make listeners feel ‘I get it, I’m not the only one with these problems.’ You might think that performing in front of thousands means you would never feel lonely, but that’s not really the case,» Henain adds.

Loneliness: A Growing Issue Among Young People

Loneliness, exacerbated by social media and the pandemic, has become a significant health concern. The World Health Organization has labeled it a “pressing health threat,” noting that lonely individuals face a 30% higher risk of early death. The D&I Committee recognizes that underrepresented groups, including people from Black, Asian, and minority ethnic backgrounds and the LGBTQIA+ community, are particularly vulnerable to loneliness.

«We want people to have healthy minds. It’s also important that the consumption of our products doesn’t interfere with living healthily. As part of Pernod Ricard, our motto is ‘créateurs de convivialité,’ which means creating genuine moments for people to come together and be their true selves. We strive to create these moments,» says Henain.

The D&I Committee works on one specific topic each year. Ahead of the festival, the committee hosts workshops and educates festival staff on the issue. By choosing Tomorrowland as a platform, they aim to inspire broader cultural change.

«Tomorrowland shares our values, but we also recognize its cultural impact. What Tomorrowland does influences other festivals, pushing them to elevate their standards, Henain concludes. This is a step toward more diversity and inclusivity, which aligns with our goals.»

Oliver Dahle