Block Taps 60 Million Americans in Biggest Bitcoin Consumer Push Yet
Block, Inc. has launched its first major consumer campaign for Bitcoin, targeting around 60 million Americans who are curious about the cryptocurrency.
The campaign's central message is 'Some things don't make sense. Bitcoin does.' and it focuses on Bitcoin's basic design features such as a capped supply and lack of middlemen.
Block has been laying the groundwork for this campaign with previous efforts, including a policy-focused campaign in November 2025 called 'Bitcoin is Everyday Money' that targeted lawmakers to advocate for a de minimis tax exemption.
The company has also expanded its Bitcoin setup across three main products: Cash App handles buying and sending, Square handles merchant acceptance, and Bitkey serves as a self-custody wallet. Additionally, Cash App offers 5% Bitcoin rewards and includes automatic Bitcoin conversion options.
Block's balance sheet is reportedly behind this thesis, with the company holding 8,883 BTC in its corporate treasury as of early 2026.