The exciting promises of web3 are beginning to manifest through rapid advancements, increased adoption, and breakthroughs in infrastructure. If adoption patterns continue to mirror and surpass trends observed in previous computing waves, it’s undeniable that we are currently only catching a glimpse of this technology’s potential. However, despite the revolutions across multiple industries that Web3 has enabled, we have yet to see the same revolutions in the diversity of participants in tech. According to Gemini’s State of U.S. Crypto Report, the typical cryptocurrency owner in 2021 was a 38-year-old male making approximately $111,000 a year (74% of crypto holders are men, and 71% are white). Additionally, this lack of diversity also manifests in DAOs (decentralized autonomous organizations). Gitcoin DAO recently published a comprehensive DAO report that surveyed the holistic DAO ecosystem, however a majority of study participants were male (70%) and between 20-40 years old. In regards to who’s sitting at the table and determining the future of this space, Web3 is not looking much different from Web2.

We’ve seen Web3 repeatedly praised for its accessibility and transparency, made possible through it’s open-source nature and the dissolution of intermediaries. And while I can be lumped into the group of Web3 idealists, optimistic about a future with increased trust, transparency, and democratization, I can also acknowledge the overreliance on the inevitability of this future. A mindset that could lead us to repeat a history all too familiar, where the same few govern and reap the value generated by novel technology. Resting in the belief that representation will naturally accompany technical improvements diverts focus from important decisions that should be made early on in Web3 to cultivate a diverse and inclusive foundation of builders and participants. A foundation that is not only equitable but essential for a prosperous, sustainable future. Attracting a diverse early user pool to young Web3 projects, I believe, will lend itself to accelerated mainstream adoption by providing valuable insights toward product research and development.  A bright future is on the horizon, but we cannot let it blind us from the work that we can do today to ensure that future by building diversity into the core of Web3.

Fortunately, we have seen a promising number of leaders and initiatives tackling this problem head-on by bridging the gap by promoting Web3 education, investment, and camaraderie in marginalized communities. Some notable projects include Uniswap’s XYK fellowship, Komorebi, Audacity, Women in Blockchain, She256, Bloom, and Boys Club. And while these initiatives are no doubt trailblazing the way for diverse access, this is a bridge that cannot simply be left to the daring few to build on their own. As early adopters, builders, and enthusiasts in this emerging space, there is another bridge that we all can help build, the bridge of better branding.

Branding is how your business, (project, platform, protocol, dApp, token, community, DAO, etc.) expresses itself, and ultimately is perceived. It transforms what was once simply a product or service into a specific message that elicits an emotional response, enabling it to be influential in shaping our behaviors, decisions just like a human would. And while articulating the guiding principles and values of a brand typically falls into the hands of a select few (founders, brand strategists, etc.), a brand is ultimately defined and maintained by the community.

For more context, some examples of the systems and processes that help shape perception include:

Brand Identity & Appearance: Brand name, Personality/Voice, Visual & Sonic Logo, Typography, Color Palette, Image style, Graphics/Patterns, Print collateral,

Marketing/Communication: Content, SEO, Copy, Advertising, Media Placement, Content, Strategic Partnerships, Website, Banners, Social Channels, Posts, Advertising, and Emails.

Culture: Internal/external culture, team structure, community engagement, customer experience.

Now that we have identified the systems that spark emotions to make a brand feel like a person, consider if you would pursue a relationship with a person who clearly is not interested in or barely knows you. Why would a woman feel confident in using your product (building on your blockchain, buying your token, etc.) if you aren’t making it clear that you think she can. Every brand touchpoint is an opportunity to affirm to your audience that you know them, and therefore, can take them where they want to go. But equally an opportunity to push them away.

I believe that the need for diversity-in-tech initiatives today exists partially because minority groups never saw themselves in brands leveraging novel technology in the first place. Why would I want to work for a company that never made me feel like a worthy customer? If you did not want a relationship with me then, why now? And although it can be argued that large consumer-tech companies today are the best of the best when it comes to inclusive branding and speaking to everyone, if we look at the early iterations of these technologies (Google, Microsoft,, Facebook), it is abundantly clear who they were initially speaking to. Interestingly enough, the demographics of many of these early adopter user pools are almost identical to those of the founders. For example, the early adopters of Facebook were primarily college males, of the first 50 profiles, only 6 were women. If founders are not carefully considering who their brand is speaking to, then they are likely just speaking to people like themselves, who continue to also spread the word to people like themselves. How and to whom a brand speaks to first, does not just determine who benefits in the short term, but the long term as early adopters inherently get to define the early culture of the space. They set the vibes at the party before anyone else receives an invitation.

In exploring how we can increase representation in tech, examining fields where minority groups, such as women tend to densely congregate, is a fair starting point. For example, women tend to dominate industries like beauty and fashion, because relationships and identity alignment were cultivated at the consumer level. Therefore, given our natural drive for consistency (as illustrated by social psychologist Leon Festinger’s theory of cognitive dissonance), women will naturally gravitate toward working in these industries. If a woman does not align with a brand at the consumer level, choosing to pursue a career in that industry would fundamentally contradict Festinger’s theory as she would be acting out of alignment.

In short, various systems have sent subtle messages to women that to be successful in tech, they must compromise their identity and values to fit into a rigid culture. Many of the girls and women I have spoken to through peer groups, various initiatives, and in founding Utah’s first all-female Hackathon back in 2018, have expressed their awareness on the importance of “tech skills” from a financial and career standpoint. However, even with this knowledge, they would rather pursue what they are “genuinely passionate about”. For young girls, pursuing a career in “tech” and financial success appears to come at the expense of passion. In reality, we know this is far from the case. Fortunately, there is enormous potential to leverage blockchain technology to illuminate how it can simply elevate womens’ existing strengths. I believe women are actually most suited for this space, given that we are more inherently primed to thrive in decentralized community structures. Findings in gender studies have highlighted the female brain being wired for long-term strategic vision and community building (World Economic Forum). Even in social interactions, as illustrated by distinguished author and linguist Deborah Tannen, women tend to seek more symmetric social interactions while men seek hierarchical social order, status, independence, and asymmetric conversation. Additionally, women are powerful drivers of culture, the strength of culture being an adoption accelerator (as we’ve observed with the success of the NFT art & music space and all the new audiences it has brought to web3) as humans are naturally primed to flock toward cultural epicenters where new cultural norms are being defined. Adherence or deviance from these norms dictates who is in the “in” vs “out-group”, which makes cultural awareness inherent to human nature. If we want maximum network effects in web3, we need players who can drive rich and enduring culture.

This is what I think makes Web3 most compelling, its potential to optimize our innate abilities and skills while providing new outlets for communities, collaboration, creative expression, and authenticity to flourish. Unfortunately, however, current messaging has made it difficult for minority groups, specifically women, to see this connection.

For a quick example, let’s look at Crypto.com’s commercial, Fortune Favors the Brave

The tagline in itself, “fortune favors the brave” was a direct and strategic nod toward the speculative risk-taker. A group that tends to be heavily dominated by young and middle-aged men often with the existing resources and freedom to take these risks. Throughout history and continuing today, women are significantly more risk-averse than men especially as it relates to finances (Cass Business School). Multiple theories surround whether this is due to cultural conditioning or has evolutionary explanations, but regardless, Crypto.com is not making much of an attempt to include your average woman. And despite somewhat of a shot at female representation, it is hard to ignore that the woman featured is literally an astronaut, a career that also happens to heavily exclude women (with only 11% of astronauts who have been to space being female). The narrative that crypto participation requires risk for reward is blinding women from exploring other crypto-uses cases and the endless possibilities for them in this new age of the internet. Many of which require no monetary investment with a range of new x-to-earn models (play, learn, watch, write, engage, etc.)

The power web3 brands have to shape the perception of the industry as a whole cannot be understated. Brand messages (direct or indirect), especially from powerful players in the space, will drastically influence who becomes an adopter versus just a greater skeptic. Regardless of which route someone takes, toward or away from crypto, everyone deserves a holistic look at the before deciding.

This is why I stand firm in my belief that thoughtful brand strategy in Web3 should not just be prioritized, but approached through a critical cultural and social lens. In saying this, I am not suggesting that a socially responsible brand should speak to everyone, but more, look beyond segments where there is already demand or at least consider broader implications when doing so. An essential part of brand strategy is articulating a vision, a picture of what the future could look like if a project were to achieve optimal success, then establishing clear values based on that vision. In mapping a vision, I encourage web3 founders to consider their idea of an optimal future for society, then evaluate if their branding is working for or against that future. If you want a world where diverse voices have a seat at the table, then how are you setting this table? What is on the menu? What music is playing? If most of the table is vegetarian, are you still serving steak? At its core, branding is simply setting the table for who you want to enjoy the party.

As technology rapidly evolves, frameworks, marketing practices, and strategies will subsequently shift as well. However, the core principles and values guiding those tactics and strategies should remain the same. In an era where community, vibes, and positive-sum take the front seat, brand and storytelling are essential building blocks. With meaningful brand frameworks rooted in resonating and enduring consumer values, we will have more power to push the barriers of what was once deemed possible both in Web3 and in traditional brand relationships. But this can only happen with greater awareness and action today.

As we build in the Web3 space, we have a prime opportunity to elevate underserved communities and enable new channels of value creation. But this does not have to come at the expense of growth and achieving business objectives, but massively support them by fostering a vibrant Web3 ecosystem. By focusing on thoughtful branding as a bridge to diversity, Web3 can better lend itself to the participation of women and historically underrepresented groups today, rather than warranting retroactive damage control 5, 10, 100 years down the road. Branding can be the key to making diversity in Web3 the norm, rather than an exception.

I would also like to add a disclaimer that I am in no way stating that better branding alone is the silver bullet for diversity and dismantling historical systems of oppression, however, it’s an excellent place to start and the best way I believe I can contribute to this space. Throughout the rest of this year, I am applying my background in brand psychology, marketing, and fascination with blockchain technology to critically examine and provide frameworks to bolster projects across the Web3 stack. I am exploring how brand-building can be applied across new business models and technologies so fundamentally different from what we have seen before with new unknowns, but also advantages. I have and will continue to draw upon the guidance of participants both native to and outside the Web3 space from founders, marketers, thought-leaders, academics, and iconic brand-builders, as well as members from the diverse audiences I want these projects to reach. Additionally, I am extremely fortunate to be collaborating and receiving guidance from my mentor, Dr. Sanjay Sood, an expert in consumer behavior, marketing, and brand development as I gather and compile insights to build and apply new branding frameworks and strategies.

I will use this platform to detail my findings along the way to support any founder, builder, marketer, or new participant navigating the Web3 space. And of course, to share the other gems I collect along the way as I continue down this exciting rabbit hole!

Time to put A in WAGMI!

Special thanks to Lewis Goldstein, Selang, & Sam Stevens and everyone else who generously offered their edits & feedback.