Transparency is the currency for building trust

In recent years, the world of cryptocurrency has been filled with headlines, hype, and opinions. However, when asked what would boost their trust in the industry, many crypto users have a different perspective. According to the National Cryptocurrency Association’s 2026 State of Crypto Holders Report, conducted by The Harris Poll, nearly half (49%) of American crypto holders believe that greater transparency from crypto companies would increase their trust.

Other factors that ranked highly in terms of building trust include seeing real-life stories from everyday users (42%) and more integration between traditional finance and crypto. Government oversight, regulatory clarity, and industry-wide standards were also considered important. Positive media coverage and social media did not rank as high.

This finding is significant for both the crypto industry and any company venturing into uncharted territory. As new technologies emerge, such as AI, digital finance, or healthcare innovations, people increasingly seek clarity, familiarity, and proof that a product brings real value. In fact, 67 million Americans—roughly one in four adults—own cryptocurrency, spanning various demographics, professions, incomes, and political beliefs.

Many people adopted crypto not for investment purposes but because it solved practical problems like sending money abroad, accessing funds anytime, diversifying savings, or simply out of curiosity about modern finance. Trust starts with understanding. While many companies rush to launch aggressive marketing campaigns to gain public confidence, research suggests that consumers are more interested in tangible evidence.

Transparency ranks highest because it allows people to evaluate a company’s operations, acknowledge trade-offs, and make informed decisions rather than being persuaded. Most notably, crypto holders identified several trust-building factors that are within a company's control: greater transparency, better education, authentic customer stories, and partnerships that make new technology feel familiar.

Delivering on these requests requires meeting consumers where they are before launching new products or enacting legislation. Education is a competitive advantage. To truly understand what a technology offers, people need to know more about it. Over a third of crypto holders said they would use the technology more if they simply had more knowledge.

These are not potential customers but existing users who lack confidence. Jen and Jason, for example, were initially skeptical of crypto. Instead of jumping in, they bought a small amount, learned how to store it securely, and gradually built confidence through experience. This journey highlights what many consumers want from new technologies: the chance to learn at their own pace, ask questions without judgment, and gain confidence before committing more heavily.

Whether someone is exploring crypto or any other emerging technology, accessible explanations often hold more weight than flashy marketing. Companies that make their innovations easier to understand will build deeper trust with their customers. The second strongest trust signal in the poll was the ability to see real people using digital assets in their daily lives.

Across industries, customer reviews, creators, and community recommendations increasingly influence purchasing decisions because they feel authentic. They demonstrate how a product fits into someone’s life rather than leaving consumers to imagine it. One example is CattleProof verified, which tackles the long-standing issue of proving an animal's origin in the cattle industry.

By recording each animal’s history on the blockchain, buyers can independently verify claims that previously relied on trust alone. This provides the proof consumers seek to make purchasing decisions. Every business introduces products or services unfamiliar to consumers at some point. They ask customers to trust that a product will deliver on its promise before they can experience it firsthand.

Our research reveals how companies can earn trust: through transparency, educational resources, and showcasing everyday people benefiting from new technologies. As emerging technologies become woven into everyday life, business leaders must heed the advice of consumers and prioritize trust-building strategies to convert skeptics into users while strengthening trust with existing customers.

Ali Tager, vice president of external affairs at the National Cryptocurrency Association, emphasizes the importance of these findings.