Back in March, we marked International Women’s Day by launching the ‘IMAGINE’ campaign to highlight unconscious gender bias.It quickly took off in wonderful ways we hadn’t even…. Imagined. Then, to celebrate and continue the momentum, we decided to throw an event – auctioning off our original posters and hosting a panel of Web 3 experts. Here, we highlight some of their most important insights to help brands & consumers truly appreciate the power of Web3.
Art curator and NFT consultant
Tina spoke about the power that Web 3 places in the hands of the creator. Traditionally, in the art market, this had never been the case. An artist will sell to a collector, who will sell to a gallery and they take a large percentage. Essentially, the original creator doesn’t benefit. However, with Web3 – it’s a different story. “The penny drop moment for artists was the structure of royalties, creating an opportunity for artists to have a passive income for their work, for life. We’re talking about generational wealth.” Tina also sees great potential in blockchain technology to eradicate charitable fraud. “Using the blockchain and the technology that is available to us now, we can really show our community and people who want to donate to an organisation that they are part of that transaction. They can see it, everything is open for everyone to see.”
Artist and founder
of ‘Power of Women’
Leah believes it is important to try and donate 5% to a charity each time she works on a new project. Her work usually explores important issues for women – with her most recent project focusing on a dissection of motherhood, inspired by her followers and community. Much like Tina, Leah believes that blockchain technology has meant more people are actually valuing artists – and with so many female lead projects entering the space, we’ve seen a shift in terms of philanthropy. This is partly because donating through cryptocurrency allows money to go straight to the grassroots. In the spirit of transparency, there’s a potential to build something new. In her words: “You can create a bigger impact by spending on a mint – you can see how it’s being spent, where that money is going. There’s a huge potential for charities to come into the space and rethink the way we fundraise.”
Blockchain, Crypto and NFT specialist
Lavinia is passionate about blockchain technology. She believes that so many more women will come into the space because of NFTs and that they have a great potential to create “generational wealth”. She recognised that “Blockchain is a technology, but the ideology around it is very persuasive, believing that we still need a level of centralisation. “It’s still important within the decentralised model.” This is why communities are so important. It’s gathering people who are like minded and people who you want to engage with – not just sell to. By creating those communities we create trust. “We need trust in order for people to come into the space for them to learn.” 60% of individuals in the NFT space are women but only 5% of sales were made by women last year. Finally, Lavinia thinks that there’s so much talk in this space which makes it feel overwhelming and techy. Her solution? Bring more women into the space and educate them in a fun and supportive way. That’s why she founded Women in Blockchain Talks & Crypto Kweens.
Vice President Licensing, Partnerships, NFTs & Metaverse at McLaren Automotive Ltd
“One of the most important things you can do, as a brand wanting to enter this space, is to understand this new relationship between brands and consumers, that is going to evolve as we move towards Web3.” She spoke about how consumer engagement is now a currency for brands – they want it and we as consumers should get something in return. In her words, “as a brand dipping your toe into the world of Web3, you are getting high quality, rich engagement, you’re allowing yourself to build a community – a real D2C relationship, and identify and give value to your most engaged consumers.” Sophie also recognised that brands are seeing a bit of an engagement problem – it’s hard to deliver something of value to consumers but that’s the beauty of NFTS. Essentially, “If you can construct a gamified activation where NFTs are used as a reward, you’re giving the user something experiential rather than static – and that’s what consumers want, particularly as we move towards web3. For brands, this is important as consumer behaviours continue to shift. “People no longer want to just be advertised to, they want to be entertained, they want experience and ownership.”
Client strategist, SmartMedia Labs
“One of the most important things you can do, as a brand wanting to enter this space, is to understand this new relationship between brands and consumers, that is going to evolve as we move towards Web3.” She spoke about how consumer engagement is now a currency for brands – they want it and we as consumers should get something in return. In her words, “as a brand dipping your toe into the world of Web3, you are getting high quality, rich engagement, you’re allowing yourself to build a community – a real D2C relationship, and identify and give value to your most engaged consumers.” Sophie also recognised that brands are seeing a bit of an engagement problem – it’s hard to deliver something of value to consumers but that’s the beauty of NFTS. Essentially, “If you can construct a gamified activation where NFTs are used as a reward, you’re giving the user something experiential rather than static – and that’s what consumers want, particularly as we move towards web3. For brands, this is important as consumer behaviors continue to shift. “People no longer want to just be advertised to, they want to be entertained, they want experience and ownership.”
