Ethereum risks losing mass adoption due to poor messaging
Ethereum needs to tell stories, not just code, to increase its impact
Ethereum is losing the narrative war against smaller blockchains, struggling to expand its message beyond developers. According to Pauline Shanett, Director of Strategy at the cryptocurrency exchange ChangeNOW, strategic communication is sometimes more crucial than technical updates.
The material has been translated from English. The original article by our correspondent is here.
The impact of Ethereum on the real world is undeniable - enabling stable savings, autonomous income, and humanitarian aid - but without effective storytelling, it remains invisible to those who need it most.
"The people Ethereum serves best are not on Discord. They cross borders and endure inflation, yet Ethereum communicates as if addressing a room full of protocol engineers, while the public wonders why gas costs more than food," says Shanett.
She cites the example of The Merge, one of the largest infrastructure updates in technology history.
"While Solana turned meme coins into a cultural movement and Avalanche outmarketed Wall Street in partnerships, Ethereum explained the transition with an animated panda video. To anyone outside the bubble, it looked like cosplay".
There was no front-page article explaining how Ethereum had overnight become 99.95% more energy efficient. There was no widespread disclosure to show ESG-focused investors that it had become the most climate-friendly money on the Internet. Instead, the media remained obsessed with NFTs and energy FUD.
