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96 PERCENT 95 PERCENT 91 PERCENT MEET GEN Z: NIGERIA GEN Z Insights: Gen Z is a cohort of individuals born from 1995-2010—often referred to as digital natives. Reports have shown that by 2020, Gen Z will represent the most significant number of consumers globally. An INTA-commissioned research surveyed 4,500+ respondents in 10 countries including Nigeria to understand 1) Gen Z’s relationship with brands 2) their attitude and purchase behavior towards brands, and 3) practical vs. ethical considerations when purchasing counterfeit products. have at least heard of intellectual property (IP) rights of those who have at least heard of IP rights believe IP rights are equally or more important than physical property rights Brands and Counterfeit Products 79 PERCENT The statistics above are all sourced from The International Trademark Association’s Gen Z Insights: Brands and Counterfeit Products Study published May 2019. ©2019 INTA. All rights reserved. www.inta.org NIGERIA’S TOP REASONS WHY GEN Zers BUY COUNTERFEIT PRODUCTS 59 PERCENT say they can only afford the counterfeit version of some brands 94 PERCENT say they would rather purchase the genuine product DON’T BUY COUNTERFEIT PRODUCTS INFLUENCES INTELLECTUAL PROPERTY RIGHTS What currently influences Gen Zers’ opinions on counterfeit products: say brands should aim to do good in the world say brands should be accessible to everyone say that even when they use a popular brands’ products, they use them in their own unique way 89 PERCENT 65 PERCENT 62% global average in Nigeria say the brand name is important INCOME SIXTY PERCENT MORALS THIRTY THREE PERCENT purchased counterfeit products in the last year 97 PERCENT 87 PERCENT expect to purchase fewer counterfeit products in the future global average 79 PERCENT VS.

GEN Z Insights - International Trademark Association · 2019-05-15 · GEN Z Insights: Gen Z is a cohort of individuals born from 1995-2010—often referred to as digital natives

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Page 1: GEN Z Insights - International Trademark Association · 2019-05-15 · GEN Z Insights: Gen Z is a cohort of individuals born from 1995-2010—often referred to as digital natives

96PERCENT

95PERCENT 91

PERCENT

MEET GEN Z:NIGERIA

GEN Z Insights:Gen Z is a cohort of individuals born from 1995-2010—often referred to as digital natives. Reports have shown that by 2020, Gen Z will represent the most signi�cant number of consumers globally. An INTA-commissioned research surveyed 4,500+ respondents in 10 countries including Nigeria to understand 1) Gen Z’s relationship with brands 2) their attitude and purchase behavior towards brands, and 3) practical vs. ethical considerations when purchasing counterfeit products.

have at least heard of intellectual property (IP) rights

of those who have at least heard of IP rights believe IP rights are equally or more important than physical property rights

Brands and Counterfeit Products

79PERCENT

The statistics above are all sourced from The International Trademark Association’s Gen Z Insights: Brands and Counterfeit Products Study published May 2019. ©2019 INTA. All rights reserved. www.inta.org

NIGERIA’S

TOP REASONS WHY GEN ZersBUY COUNTERFEIT PRODUCTS

59PERCENT

say they can only a�ord the counterfeit version of some brands

94PERCENT

say they would rather purchasethe genuine product

DON’T BUY COUNTERFEIT PRODUCTS

INFLUENCES

INTELLECTUALPROPERTY

RIGHTS

What currently influences Gen Zers’ opinions on counterfeit products:

say brands should aim to do good in the world

say brands should be accessible to everyone say that even when they use

a popular brands’ products, they use them in their own

unique way

89PERCENT

65PERCENT

62% global

average

in Nigeria say the brand name is important

INCOMESIXTY PERCENTMORALS

THIRTY THREE PERCENT

purchased counterfeit products in the last year

97PERCENT

87PERCENT

expect to purchase fewer counterfeit products in the future

global

average79

PERCENT

VS.