Posts Tagged: "fan fiction"

Much has been made in the last week or two of the International Trademark Association’s (INTA’s) study, Gen Z Insights: Brands and Counterfeit Products, which surveyed more than 4,500 respondents between the ages of 18 and 23 in 10 countries: Argentina, China, India, Indonesia, Italy, Japan, Mexico, Nigeria, Russia, and the United States. The study found that Gen Z’s identity is defined by three characteristics: individuality, morality and flexibility: 85% believe that brands should aim to do good in the world, and 81% feel that the brand name is not as important as how the product fits their needs. While 85% have heard of IP rights and 93% have a lot of respect for people’s ideas and creations, 79% said they have purchased counterfeit products in the past year. The two most commonly purchased counterfeit products are apparel and shoes and accessories. The three most credible sources for learning about counterfeiting are brands’ creators or employees, media personalities and social media influencers.