Situation
The Danish Patent and Trademark Office works to combat the trade in counterfeit goods and has, for several years, carried out awareness initiatives aimed at encouraging young people to choose genuine products. At the same time, counterfeit goods have become more easily accessible online, and young people encounter and share knowledge about counterfeit goods across a range of digital environments. This creates a need for a strong evidence base to inform the Office’s future campaigns and communication efforts.
Complication
The Danish Patent and Trademark Office wanted an up-to-date and nuanced understanding of how young people relate to counterfeit goods: how widespread such purchases are, whether they are seen as normal and socially acceptable, how young people find and buy counterfeit goods, and which considerations and habits shape their choices. The Office also wanted insights into what might discourage young people from buying counterfeit goods. To answer these questions, Epinion carried out an analysis based on a representative survey of 1,019 young people aged 15–24, as well as 12 qualitative in-depth interviews with young people who buy counterfeit goods. The study also included a review of existing research and a qualitative mapping of digital environments, together providing a nuanced picture of the target group and their purchasing behaviour.
Recommendation
The analysis shows that almost one in three young people aged 15–24 have knowingly bought counterfeit goods within the past year, with purchases being most common among the youngest respondents. At the same time, buying counterfeit goods is often seen as a normal and fairly uncontroversial consumer choice. Their lower price is a key reason for their appeal, while friends and social media help normalise and legitimise the practice. The findings suggest a clear opportunity to make the consequences of buying counterfeit goods more tangible, visible and relevant to young people. This could, for example, involve clear communication about health and safety risks, fraud and poor quality — bringing the consequences closer to young people’s everyday lives and purchasing decisions. Read the analysis on young people’s purchase and use of counterfeit goods (in Danish) here.
