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- Cultural shifts in crypto?
Heyoo frens,
Something is in the air, and no, it’s not just another bull run cooking. Cultural attitudes in crypto? They’ve been evolving at warp speed, and if brands don’t adapt, they’re going to find themselves as outdated as last cycle’s hype tokens.
Crypto moves fast (we know we said this a hundred times already so LISTEN). What was innovative in 2021 is giving boomer in 2024 (please stop saying “hey fam” it’s cringe).
But here’s the thing, culture doesn’t sit still. It’s shaped by generational values, world events, and technology. And in this space? We’re seeing a lot of innovation.
And a lot of you, how to say, are effing-it-up in the brand cultural/shift adaptation gymnastics department.
So, let us show you how to not faceplant:
It’s giving….Boomer. Please don’t bring these back.
First let’s take a trip down memory lane, what was considered aspirational, funny, or acceptable ten years ago might not land the same way today. Here are some major cultural shifts we’ve seen in recent years in crypto:
The Metaverse : Back then everyone and their grandma was building a metaverse. Brands rushed to launch their virtual real estate, even if it made zero sense for their business model (looking at you, Meta).
Turns out, people don’t actually want to live in a low-poly, laggy virtual world with no purpose. The metaverse isn’t dead, but the hype-to-utility ratio has been seriously recalibrated.
Metaverse-related token market caps dropped over 80% from their 2021 highs, signaling the end of speculative hype (Messari, 2024).
Zealy & Gleam campaigns: We’re.. We’re not even gonna talk about this… It cringes us out that much. PLEASE DO NOT BRING THIS BACK LIKE, EVER.
NFTs were forced to justify their existence: Idk why back then every brand felt compelled to launch an NFT project, whether it made sense or not. Luxury brands, fast food chains, toilet paper companies everyone had a “limited edition NFT drop.”
The NFT market fell 97% from its peak, proving that speculative hype alone isn’t enough. NFTs need real-world application (DappRadar, 2024).
Excessive partnership announcements🤢🤢: Projects spammed partnership announcements to seem “active.” In reality, many of these were hollow co-branding deals with zero tangible impact.
Some projects still do this (no shade but yes shade), and it’s very 2015. Stop. Please. No one cares. Cool? cool.
From “Crypto Bros” to inclusive branding: The crypto space was bro-y AF. Projects targeted a narrow, male audience, filled with degens that don’t shower, finance memes, and marxism. Now the girlies are here making crypto a cutsey environment (pussy power).
“Web3” instead of “crypto” : Apparently now if you say “Web3” instead of “crypto” it gives boomer energy (guilty as charged). We should just keep “Web3” for Linkedin.
The cult’s ideology
Culture and crypto have always been intertwined, but today, the relationship is more dynamic than ever. What resonates today might feel outdated tomorrow. Especially in a space defined by rapid technological innovation and community-driven values.
So here brands face a critical choice: evolve with cultural currents, or risk becoming irrelevant.
But we need to understand that brands that thrive here aren’t just chasing trends; they’re deeply attuned to the ideological undercurrents shaping crypto. The answer lies in recognising where your brand sits within this ideological push-and-pull.
To make it clear: Ideology isn’t just a fancy word for “vibes.” It’s the operating system of a culture, the shared beliefs, values, and rules that define what’s celebrated, tolerated, or canceled. In crypto, ideology isn’t written in whitepapers; it’s coded into behavior.
Think of it like this:
Web2 ideology: “Move fast and break things.”
Crypto ideology: “Move together, or get broken.”
Crypto’s ethos is built on rebellion against centralized control, exploitation, and opaque power structures.
“Cultural/shift adaptation gymnastics department” rule book.
As marketers we’re not just silent observers, we help ship new cultures. Every campaign, every piece of messaging either strengthens an existing cultural narrative or helps usher in a new one. Here’s how to do it :
Innovate with the crowd, not for them
Balance innovation and authenticity. Crypto isn’t about chasing every metaverse trend, it’s about aligning with shifts that resonate with your brand’s core.
There’s a fine line between innovation and gimmickry. Jumping on a new cultural moment just because it’s hot doesn’t work. Consumers want substance over spectacle.
Challenge Outdated Norms
Crypto is still young, still messy, still evolving. But one thing’s clear: the old ways don’t always fit. If you don't agree? don’t do it. Push back against outdated narratives and embrace the shifts.
Understand your influence
A meme can crash a token; a founder’s tweet can ignite a movement. When ENS domains became digital identity standards, it wasn’t just tech, it was culture redefining what a name means online.
Play the long game, be flexible.
Take a long term view. Cultural shifts in Crypto aren’t fleeting. Brands that treat them as such end up like relics of a bygone hype cycle. Build flexibility. Solid values, fluid tactics. Test and learn.
Commit or GTFO
Listen more than you shill. Crypto’s pulse lives in Discord AMAs, governance forums, and even shitposting threads. Thrive by letting users dictate protocol upgrades, not a “trust us, we’re experts” mindset.
Back words with code. If you claim to value decentralization, open-source your tech. If you preach equity, share ownership.
How brands can adapt without being cringe
🔹 Absorb before you act. Cultural shifts can be seen through data points. Use social listening and sentiment analysis to understand what actually matters to your audience instead of blindly hopping onto the latest engagement trend.
Fun fact you can do this with Cookie3: Get access now.
🔹 Stay rooted, but stay flexible. Your brand’s identity should be a foundation, not a cage. Messaging and execution need to evolve with the space while staying true to your core values.
🔹 Recognize the difference between a moment and a movement. A viral trend is like a sugar rush, fast, intense, and forgettable. Cultural shifts, on the other hand, reshape consumer behavior in the long run. Smart brands invest in the latter.
🔹 Start small, scale smart. Before overhauling your strategy, test the waters. Run micro-campaigns, explore limited activations, and measure audience response before making any sweeping pivots.
🔹 Authenticity isn't optional. If your brand is aligning with a cultural shift, show, don’t just tell. Empty virtue-signaling is spotted a mile away, and degens are ruthless when they sense performative branding.
Conclusion?
Don’t be stiff, don’t be cringe, stop doing a zillion partnership announcement.
Got questions? Feedback? You know where to find us 📞—we’re here to help you get organized, even if we’re still figuring out our own lives.
Until next week,
stay cookish. 🍪