NEW YORK–(BUSINESS WIRE)–The International Trademark Association (INTA) today released a
comprehensive, multi-country research study that takes a deep dive into
the behavior of Gen Z—the largest group of consumers worldwide by
2020—when it comes to their relationship with brands and attitudes
toward counterfeit products. The study uniquely explores through a moral
versus practical lens what drives Gen Z’s decisions to purchase real or
counterfeit goods, and offers brand owners a roadmap to communicating
with these 18 to 23 year olds.
Among the major findings of the study, titled “Gen Z Insights: Brands
and Counterfeit Products,” the top factors influencing
opinions about fake products are morals and income. While 48 percent of
respondents “don’t think it’s okay or it’s totally not okay” to purchase
fakes, income beat out morals by 10 percent globally.
“Gen Zers often apply a lens of situational morality to their purchase
decisions, and practical considerations can overtake moral ideals,” the
study found.
But Gen Zers are struggling with this moral versus practical tension.
“For me, buying fakes is ethically wrong, but the price of the originals
are way too high,” summed up Diego, 21, of Argentina, one of the
respondents.
The study found that 93 percent of Gen Zers have a strong respect for
the value of people’s ideas and creations, and 74 percent think it’s
important to buy genuine products.
Yet, 79 percent of Gen Zers surveyed bought counterfeit goods in the
year prior to the study. Their income may be pushing them toward
counterfeits: 57 percent said they can only afford the fake version of
some brands. In three countries, China, Italy, and Japan, morals
outpaced income, however.
The study of the Gen Z psyche is set against two powerful global
backdrops. The first is the emergence of Gen Z as the largest
demographic group. The second is the proliferation of counterfeiting,
estimated to hit $2.81 trillion worldwide by 2020.
Focused on individuals born between 1995 and 2000, the research
consisted of qualitative virtual discussions with 30 Gen Zers from four
countries in August and September of 2018, followed in November 2018 by
a quantitative online survey of 4,500+ Gen Zers from 10 countries:
Argentina, China, India, Indonesia, Italy, Japan, Mexico, Nigeria,
Russia, and the United States.
The findings identified three major characteristics and attitudes of Gen
Z toward brands and counterfeit products: individuality, morality, and
flexibility.
Positively, 91 percent of Gen Zers expressed openness to change their
views based on new things they learn.
““It’s incumbent on all of us to jump on that opportunity through
education. We need to drive home the message that not only are
counterfeit products dangerous, they are also socially unacceptable,”
said INTA President David Lossignol, Head of Trademarks, Domain Names
and Copyrights at Novartis Pharma AG in Switzerland.
According to the study, in the next few years, 52 percent expect to
purchase fewer counterfeits. Prompting this is their desire for better
quality things (66%), their ability to afford the genuine product (37%),
and their recognition that buying real goods is “the mature thing to do”
(34%).
INTA commissioned Insight Strategy Group, LLC, New York, to conduct the
study. The complete study and country-specific reports are available at www.inta.org/impactstudies.
About the International Trademark Association (INTA)
The International Trademark Association (INTA) is a global association
of brand owners and professionals dedicated to supporting trademarks and
related intellectual property (IP) to foster consumer trust, economic
growth, and innovation. For more information, please visit www.inta.org.
Contacts
For media inquiries:
Jean-Claude Darné
Senior Manager,
Communications
+1-212-642-1771
[email protected]
