Block Targets 60 Million 'Bitcoin-Curious' Americans with New Consumer Campaign

Block, Inc., the fintech company behind Square and Cash App, has launched its first major Bitcoin consumer campaign. The push targets approximately 60 million Americans who are curious about Bitcoin but haven't fully committed to using it.

The campaign's central message is that 'Some things don't make sense. Bitcoin does.' It leans on Bitcoin's design mechanics, such as its capped supply and lack of middlemen, rather than price history. This approach aims to appeal to individuals who are feeling the pinch of rising living costs and economic turmoil.

The campaign builds on infrastructure and advocacy work Block has been laying down for roughly a year. The company has spent time wiring Bitcoin into its core products while lobbying Washington to make small transactions less of a tax headache.