Behind every great movement, you will find great women, and crypto is no exception. In honor of Women’s History Month, we conducted an interview with the brain behind the Voyager brand, Chief Marketing Officer Pam Kramer. With years of experience leading initiatives in the digital innovation space, Pam shared some of her insights into building a brand around crypto and creating a career through curiosity.
Charlotte: So I know we’ve talked before about the crypto gender gap. Men are historically more interested in crypto than women, do you see that changing anytime soon?
Pam Kramer: Every stat that we see on crypto ownership skews male, but the national Crypto Confidence Survey we ran in December shows that women are just as likely as men to buy crypto in 2022 (women = 62%, men = 60%). So I think we’ll see the gender gap in crypto narrow in the next 12-24 months, and I think part of our job at Voyager is to help foster that.
Also, there are some really interesting parallels between the growth of the internet (we know how that turned out) and the growth of crypto. I looked into the internet gender gap from its early days of adoption—this would be around the mid-1990s to the early 2000s. While men were overrepresented in the early adoption phase up until the mid-1990s, it looks like women quickly caught up by the early 2000s—at least in the US—but they initially used the internet somewhat differently. Men in the US used it for gaming a lot more than women in the late 90s/early 2000s, but that’s probably because word games had not been perfected yet.
C: Don’t get me started on Wordle. Can you tell me a little about your history in consumer tech?
PK: For most of my marketing career, I’ve focused on consumer innovation, on technology innovations that make people’s lives easier and better. From the first wave of online financial services to driving safety to podcasting—things that went from being non-existent to being used every day. I like being part of the phase where an industry is moving from early adopters to the early majority and beyond, where education and communication are key. I think that’s where crypto is right now.
C: You’re centering the Voyager brand around accessibility and equality—crypto for all—can you talk a little about that choice?
PK: Crypto really is for everyone, but there’s still this feeling of mystery surrounding it for many people. I think part of the issue is that there’s a lot of new terminology, coupled with a lot of “insider memes” that can make it feel exclusive. The reality is that, from the consumer perspective, this new frontier is getting easier and easier to access. Crypto at its core is all about equal opportunity and trust, and it’s important that we’re contributing to that bigger goal.
C: How do you think we can get more women into crypto?
PK: If I could wave a magic wand, I’d start with financial literacy in school for all kids, ideally starting in middle school and then building on that foundation in high school. And I would educate kids around the financial markets in general and how to manage their own financial well-being.
But specifically around crypto, one of the things I am most excited about this year is the partnership Voyager has with the National Women’s Soccer League (NWSL). We’re extending a combination of education and empowerment in the form of a funded crypto account to every woman in the league, so it feels like a big step in the right direction.
C: As a woman just getting started in her career, I’m curious, what advice would you give to those of us just starting out?
PK: For those who have the privilege of being able to make choices about their career, I think the most important thing is to understand what is really motivating to you. I also tell people all the time to “be curious” about as much as possible related to your job, about what you do every day. Ask questions not just about “what,” but about “why.”
C: That’s great advice, thank you. Okay, last question: Name one woman that inspired you in your life and explain why.
PK: I can think of a bunch, but I’ll pull out one of my earliest inspirations–Amelia Earhart. She was a pioneer in several ways. She was the first woman passenger to cross the Atlantic and then the first woman to fly that same path solo. People think crypto is scary, but imagine getting into an airplane in the 1920s? Also, did you know that Amelia Earhart learned how to fly from another woman who ran a flight school in the 1920s?
I didn’t know that, but I’m glad that now I do. Thank you so much for your time, advice, and inspiration.