Determining Key Terminology for a Marketing Campaign

Abstract

Recent years have seen increasing interest in sustainability and blockchain. However, much of the world’s population remains unfamiliar with these topics. To bridge this gap, the authors conducted an online survey and expert interviews. The thesis aims to grasp how the target audience views keywords like Blockchain, Crypto, Web3, Sustainable Commute, CO₂ Avoidance and Reduction, and Proof of Sustainability. Ultimately, the authors aim to answer the following research question: “How do individuals aged 18–35 respond to and perceive keywords related to sustainability, blockchain, and crypto?"