A study on the topic: Gen Z Insights: Brands and Counterfeit Products among young people

The International Trademark Association (INTA) conducted a study on Gen Z Insights: Brands and Counterfeit Products.

Gen Z is a generation of people born between 1995 and 2010. Representatives of this generation are "digital natives". According to reports, by 2020 Gen Z will comprise the most significant number of consumers in general, so it is important for trademark specialists to understand the relationship between Gen Z and brands, the relation of Gen Z to counterfeit products and the degree of importance of various factors affecting the behavior of counterfeit products .

The object of the study is part of the generation Z at the age of 18 to 23 years in 10 countries: Argentina, China, India, Indonesia, Italy, Japan, Mexico, Nigeria, Russia and the United States.

The study was conducted from August to September 2018 and in November 2018. It was attended by a total of more than 4,500 people.

Results showed that, on average, 85% of the Gen Z in the world in each of the 10 countries have at least some knowledge of IP. 93% of the Gen Z deeply respects the value of ideas and creations of people. Representatives of Gen Z are most opposed to the acquisition of counterfeit goods for moral reasons in Japan, Nigeria and Italy.

However, in practice, the Gen Z faces an internal conflict between their morality and practical considerations, such as income. Three out of five representatives of the generation believe that they cannot afford the lifestyle they want.

For the year of the survey, 79% purchased counterfeit products. The two most frequently purchased types of counterfeit goods are clothing and footwear / accessories.

When asked about the advantages of buying counterfeit products, 57% of respondents answer that they can only afford a fake version of some brands.

52% of respondents plan to reduce the purchase of counterfeit products in the future.

According to the results of the study, representatives of INTA identified the main factors that could change the attitude of generation Z to counterfeit products: the product is dangerous or bad for health, money from the sale of counterfeit products is used to finance organized crime, counterfeit products have a negative impact on the environment; and also urged the youth of the world not to acquire counterfeit products.

More information on the official INTA website: https://www.inta.org/Communications/Pages/Impact-Studies.aspx.