"EU youth buy counterfeit products because they want to have stuff they cannot afford and don't care about the consequences, except – possibly – if it has consequences for them". That's the conclusion you can draw from reading the report from the report Intellectual Property and Youth Scoreboard 2022 by EUIPO (the European Union Intellectual Property Office).
Maybe phrased a bit on the harsh side, but not a great exaggeration as we'll show you.
In 2022, while most countries still were in some stage of Covid lockdown, EUIPO conducted their third report on the habits and attitudes of young EU citizens regarding buying counterfeit products, following up on the 2016 and 2019 editions. This edition also covered habits pertaining to accessing online content published legally or illegally, but we will not cover that aspect.
The Short and Not So Sweet
The results that stand out were:
52% knew they had bought counterfeit or fake products in the preceding 12 months. This was a sharp increase from the previous reports, only partially explained by a change in methodology.
The remaining 48% were either sure not to have done so or didn't think they had.
37% had bought counterfeit goods ON PURPOSE
37% had done so, UNINTENTIONALLY, but realised afterwards that the products weren't genuine. The reason for the apparent mathematical error is that many had done both.
The majority of reasons given for buying counterfeit products intentionally were either a straight "I don't care" or some version of "I don't care enough to make the effort to buy genuine goods" referring to such "obstacles" as cost, ease of access.
A lack of understanding of the fact that counterfeits may LOOK the same but ARE NOT EQUAL to originals was widespread with 24% (plus 16% "why not").
The list of factors that would make young people stop purchasing counterfeit goods was perhaps the most depressing reading: Almost ALL such factors were ego-centered, with less than 20% expressing more altruistic factors like getting a better understanding of the impact on environment, society or producers from counterfeiting.
The What and Why of Buying Counterfeit Products
While buying counterfeit products had increased drastically during Covid lockdowns, which types of counterfeit products young Europeans buy had remained rather constant.
For anyone with reasonable insight into the world of counterfeits, the numbers for Foodstuffs & Beverages, and for Medication are probably the most worrying. These are substances you ingest or inject, that may well be infected, containing forbidden substances or harmful chemicals or pesticides. 11% and 6% who have bought counterfeits intentionally from those two categories! And 17% and 11% who have done so unintentionally. How unaware of risks can you be?
Looking at the reasons for buying counterfeit products, only one smells of anything else but naivety or being pampered, lazy or (intentionally?) uninformed. At the risk of sounding like grumpy old men, it's hard to interpret most of these drivers as anything else than excuses for an ego-centered want to obtain things you cannot afford or obtain legally, ignoring the risks or consequences, especially for others. The only one qualifying as anything else would be "protest against big brands" but that too is misguided as it in fact means supporting international crime syndicates.
It's obvious that many are unaware of what makes counterfeit products so affordable: cutting corners and focusing on products looking like the originals, but not performing like it.
In the follow-up interviews in four of the countries, the importance of social media influencers is highlighted, both through their content but also through the advertising by big brands next to it. It fuels the desire for consumption. Some influencers are also known for promoting counterfeits and channels for obtaining them.
Apparent Correlation Per Country of Buying Counterfeits Intentionally and Unintentionally
The report contains two charts ranking the EU member countries based on how many young persons have bought counterfeit goods intentionally and intentionally. While the lists are far from identical, still only six of 27 countries shift between the left and right columns. As we have seen before from other research, it's obvious that if you buy counterfeits intentionally, the risk increases drastically of you also doing it intentionally.
Depressing Reading: Reasons to Stop Buying Counterfeits
The part that truly saddens us is the section on factors that would make young people stop purchasing counterfeit goods. The dominating factors – by far - are just as self centered as the reasons for buying counterfeits in the first place. Not much conscience or altruism there, no. None of the three alternatives resembling altruism or conscience reaches even 20%: "Better understanding of negative impacts on environment (19%), society (17%) or producers (15%)."
On the topic of "better understanding", EUIPO explored considerations that would make young people think twice before purchasing counterfeit goods. Once again, the dominant ones were self centered.
The four arguments that were not self centered landed in places 6, 8, 9 and 10. As the old wisdom "Beauty is in the eye of the beholder" also applies to communications, we can conclude that if you want to talk someone out of buying counterfeits you need to use arguments relating to them.
In subsequent qualitative interviews, another reason for stopping buying counterfeits emerged: making your own money. Several interviewees stated that since they had started working and made their own income, they were less likely to buy counterfeit products.
The Reasons of the 48% Behind Not Buying Counterfeits Were More Mature
Looking at the 48% of respondents who had not bought counterfeit products in the latest 12 months, their reasons for not doing so reflect a more mature mindset. A greater awareness of risks and poor quality, a more adult and altruistic mindset shines through as well as simply being better informed and aware.
There was a clear correlation of the answers "Negative impact on society or producers, or harm to environment with age, education of respondents and them having an income.
Our Conclusions
To us, the report speaks of several factors together leading to young people in the EU being so prone to buying counterfeit products:
Lack of Understanding of the Difference. Many seem to believe that counterfeits are equal products, just cheaper, not understanding that the reason for their cheapness is lack of quality and cutting every corner possible.
Lack of Understanding of the Risks and Consequences. Those buying counterfeit products seem not to appreciate that that "cutting of corners" may very well make counterfeit products dangerous or harmful, for them or for others. Also lacking of understanding of the exploitation of workers and the destruction of environment that is often rampant in counterfeiting, including the use of child or forced labour.
The Chase of Identity and Status Trumping Morals and Conscience. It's hard to not read into the report a strong sense of showing identity and belonging through owning "the right stuff" (or at least something looking like it). Combining that with the typical lack of financial freedom for youth, it feeds the chase for great deals for that "right stuff", resulting in purchases of counterfeit goods, both intentionally or unintentionally.
That Chase is Fuelled by Influencers and Advertising With Influencers. In interviews, many interviewees expressed having had their appetite for products stimulated either by influencers promoting them or by advertising for genuine products together with their content. There were also many mentions of influencers having promoted either counterfeit products or sites notorious for selling them.
To Make Young People Stop Buying Counterfeits: Make It About Them. The arguments to get them to stop buying counterfeit products are mainly aimed at themselves. not others. About risks, about poor quality, about requiring replacement too soon, risks at the purchase (cyberthreats, cyberfraud or virus or simply of loosing your coolness when caught with a fake product.
The Ease of Access is a Serious Issue. While exclusivity is often part of a branding strategy, it's also used as an excuse for buying counterfeits. "It's too expensive", "It's too hard to find" are used as drivers for buying counterfeit products. Word travels fast of which websites are "the best" for finding "cheaper versions" of the desired, exclusive products.
The Image of Big Brands is a Factor Too. Among the 10% who buy counterfeit products as a protest against the big brands, you can hear arguments along the lines of "they don't treat their workers any better", "their greed make them no better than the crime syndicates" or "look at their environmental record!" Following and communicating responsible manufacturing practices is of importance to brands to disprove such claims.
Methodology
22.000+ persons aged 15-24 were interviewed from all 27 EU member countries (in comparisons, the 2016 and 2019 numbers were adjusted for the UK having left the EU. Around 1000 respondents from most countries, around 500 from countries with smaller populations and around 250 from the smallest nations. 52% male and 48% female.
Interviews were made in February 2022.
Respondents from four countries were selected for more in-depth interviews.
The selection of answers to choose from was originally made based on preparatory interviews with the target audience.
Image by MTStock Studio on iStock
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