Crypto Culture Decoded

base layer

An overview of blockchain technologies (Web3) as social phenomena, addressing the neglected understanding of grassroots communities that have emerged around crypto and NFTs, and exploring their strategic implications for brands and businesses.
  • Research was conducted by immersing into crypto and NFT communities as an anonymous participant, on Twitter, Discord and Telegram, as well as reviewing the output of influencers and thought-leaders on public forums.
  • These interactions were reviewed through the lens of qualitative consumer research, producing a set of nine themes that capture the experience and social psychology underpinning crypto and NTF culture: fair play; emergent creations; extra-ordinary; rare assets; collective identities; market inclusion; secret self; silent revolution; and new economies.
  • While crypto and its associated values, ethics and social signaling are, for now, limited to a small part of the global...

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