Bitcoin 'Digital Gold' Narrative Loses Traction in US

The Bitcoin Policy Institute conducted a study on American attitudes towards Bitcoin and found that the narrative of 'digital gold' has low traction. The survey, which took place in three phases between March and June 2026, involved 1,516 registered voters aged 18 to 64.

The study discovered that messages centered around control were more effective, with examples such as deciding how much to invest and tracking activity on one's own. Expressions associated with savings beyond the reach of banks or governments also performed well, while 'digital gold' did not resonate strongly.

The study found that potential buyers are more receptive when they hear about Bitcoin through an ordinary holder, such as a friend, relative, or financial advisor sharing their own experience. This perception appeared in both the survey and the eight focus groups held with approximately 80 people.