May 23: Brands and Counterfeit Products from Gen Z’s perspective
Source: International Trademark Association
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Source: International Trademark Association
Published: May 2019
n = 4,500 Gen Z (born 1995 to 2010) from 10 countries
Gen Z Insights: Brands and Counterfeit Products
Circulated: May 23, 2019
82% of U.S. shoppers within Gen Z who have heard of property rights think intellectual property is as important or more important than physical property rights.
71% percent of respondents said they had purchased fakes in the past year.
35% said they plan to purchase fewer going forward.
64% of those who bought counterfeits products said they had a good experience doing so.
Bonus fact: 89% of Gen Z say brands should aim to do good in the world. (Think: Toms and Patagonia)
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