The world of Web3 has experienced significant booms, with events like DeFi Summer moving billions into new protocols and NFTs transforming avatars and collectibles into cultural phenomena. However, the adoption of Web3 has slowed down, with many retail users being pushed away by exchange poles, speculative excess, and unclear regulation. Despite this, institutions have continued to build, with ETFs, custody solutions, and corporate descriptions, but the average consumer has yet to return in full force.
The Missing Piece: Cultural Relevance
The missing piece in the adoption of Web3 is cultural relevance. Most projects still fail to give everyday people a reason to care. Until there are products that connect directly to people’s passions, Web3 will remain a niche technology for insiders rather than a mainstream system for billions. Speculation may have brought in early users, but long-term adoption requires a deeper cultural connection.
Speculation is Not Enough
Speculation may have aroused early users and those in the know, but long-term adoption requires something deeper: cultural connection. The average person will not engage with digital assets unless they are associated with entertainment, community, and culture that they already appreciate. Startups often use jargon that is not well-translated into daily life, such as “a decentralized future” or “programmable money.” Without cultural hooks, these platitudes mean nothing. It is not enough to argue that blockchain is faster or more transparent; consumers must have a direct advantage in their lives.
Why Legacy Brands are Important
Legacy brands possess what newcomers are missing: decades of cultural capital, prefabricated reputation, and communities that span generations. Examples of legacy brands in Web3 are numerous, such as Adidas partnering with web3-native projects to publish tokenized wearables and experiences, Gucci accepting crypto payments and publishing blockchain-based collaborations, and Breitling spending blockchain-supported digital passes for their watches. Each case shows how quickly the mainstream audience is received if the digital asset has a clear real-world meaning.
Property and Supply Company Beyond Loyalty
Web3 add-ons are new forms of property and access for these cultural heavyweights. A tokenized membership can act as an all-access pass for a fan ecosystem, granting concert entry, unlocking goods, or connecting collectors in private communities. In contrast to conventional loyalty programs, these assets are transferable, demonstrable, and portable across platforms. Property becomes something that users keep, act on, or build upon.
A Cultural Bridge into the Future
In addition to institutional progress, this cultural pivot point is taking place. Regulatory authorities in Europe, the Middle East, and the United States are clarifying the rules of the road. Global financial companies are organizing custody, tokenization platforms, and on-ramp rails. Together, these movements build trust and infrastructure, but they do not automatically bring people in. Without cultural resonance, Web3 becomes a system for dealers and institutions, not for the public. Legacy brands will bridge the gap, with the opportunity to present blockchain to the millions who would never read a white paper but will eagerly claim a token if it is associated with a favorite brand, community, or cultural experience.
According to Evan Kuhn, President of Delorean Labs, “The future of Web3 is not defined by startups or institutions. It will be shaped by culture and technology at the interface. Legacy brands sit exactly at this intersection. They carry credibility with the mainstream audience and can convert blockchain service programs into the most important experiences.” When speculation defined the first wave, and institutions built the rails for the second, legacy brands will define the third, where culture meets high utility, and Web3 finally becomes mainstream.
Learn more about the role of legacy brands in driving Web3 adoption at https://crypto.news/legacy-brands-hold-the-key-to-web3s-next-adoption-wave/
Evan Kuhn is President of Delorean Labs, the web3 innovation arm of the legendary Delorean brand. As an experienced entrepreneur, he was previously co-founder of Coinberry, a Canadian crypto trading platform that Wonderfi acquired for $38 million and consolidated his reputation in the digital wealth area. At Delorean Labs, Evan leads groundbreaking projects such as the $DMC token and a SUI-built vehicle reservation and analysis system. He also fosters important partnerships with the motor verses and mysten laboratories from Animoca Brands, driving the future of mobility at the crossroads of blockchain and automotive heritage.
