May 23: Brands and Counterfeit Products from Gen Z’s perspective
Source: International Trademark Association
![](https://substackcdn.com/image/fetch/w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fbucketeer-e05bbc84-baa3-437e-9518-adb32be77984.s3.amazonaws.com%2Fpublic%2Fimages%2F016953e5-cad5-4e45-8692-060719324c14_800x1252.jpeg)
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)