BPI: Digital gold was Bitcoin's least popular angle as narratives define adoption

A national study released by the Bitcoin Policy Institute (BPI) shows that Bitcoin’s most repeated selling line, which is that it works as “digital gold,” barely lands with everyday Americans. 

Studies by the Bitcoin Policy Institute and the Cleveland Federal Reserve Bank suggest that Bitcoin’s growth runs on storytelling and trust. 

What will make Americans buy Bitcoin?

Bitcoin Policy Institute (BPI) has published the results of a national study, which shows that referring to Bitcoin as “digital gold” is a bad angle to market to Americans from. 

The project was run by BPI with the polling firm Cygnal and the group Neighborhood Bitcoin. It lasted three phases between March and June 2026 and started with a survey of 1,516 registered voters aged 18 to 64. 

32% of the participants were sorted into the Curious Fence-Sitters group, Ideological Rejecters were near 30%, while Financially Stressed Disengaged came to around 20% of the participants. Active Believers were the smallest group at about 18%. 

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