WIPO Report Details Change in Consumer Perceptions of IP Rights

The World Intellectual Property Organization (WIPO) today released its second edition of the WIPO Pulse comprehensive survey, titled “Global intellectual property perception survey 2025,” analyzing the perceptions of intellectual property of 35,500 respondents in 74 countries that represent approximately 80% of the target population aged 18 to 65 worldwide between February 20 and April 25.

The report examines public awareness and perceptions of five fundamental intellectual property rights (IPRs): Patents, Designs, Trademarks, Copyrights, and Geographical Indications (GIs), which offer a broader understanding of how individuals worldwide perceive IP and its impact on economies and societies.

Evolving Awareness and Regional Disparities

Since 2023, there has been a significant increase in understanding of all five IP rights, with trademarks and copyrights experiencing the most pronounced growth, according to the survey.

Figure 2 in the report exhibits that copyright achieved the highest recognition level at 44%, up from 38% in 2023, and trademarks increased from 30% to 36%.

The Asia-Pacific region registered improvement for youth and women across all IP rights. Western European and other states illustrated increased youth understanding, while Eastern European states experienced a decline.

The data for Latin American and Caribbean states were mixed, with patent and trademark familiarity declining for youth while remaining stable in women. In African states, the report noted that awareness for youth and women decreased, especially regarding designs and copyright.

Changing Perceptions of Innovation and IP-Protected Products

The perspectives on IP-protected products have evolved to encompass a diverse range of consumer experiences. Additionally, African nations are increasingly recognizing the value of IP-protected products such as patents and GIs.

In the Asia-Pacific region, a broader shift in outlook occurred, with an overall trend indicating a decline in the perception of IP-protected products in IP rights. The survey also found that consumers in the region view digital communication innovations as particularly beneficial.

Moreover, the report indicated that consumer perceptions of IP rights experienced a moderate decline in Eastern European states. In contrast, Latin American and Caribbean states exhibited varied opinions, with great appreciation for patented products but a diminished belief in the value of design products.

Based on the survey data, Western European and other states are more positive about trademarks and copyright but increasingly skeptical of design-protected products.

Confidence in IP’s Economic Role

Across all regions, there is strong confidence in the positive economic role of IP rights; meanwhile, perceptions of negative impacts have decreased, particularly in Western European and Asia-Pacific states.

Globally, confidence in the advantages of IP rights remains high, despite a noticeable decline in Western European and other states. Consumers in the Asia-Pacific states present the highest level of belief in the economic benefits of IP rights.

While overall confidence persists, certain countries, such as Japan, Singapore, and the Republic of Korea, reported lower levels of agreement. Notably, Japanese consumers’ belief in the positive economic impact of IP rights increased in 2025 compared to 2023.

Demographic Insights: Women and Youth

The survey highlighted that the focus on women and youth reveals opportunities and challenges in IP engagement. Although Asia-Pacific states drive the overall increase in global understanding, the data indicate that knowledge in the region has also grown among young people and women.

Furthermore, women from Eastern European states demonstrate the highest awareness indices for patents, copyrights, and GIs compared to other regions, despite a decrease in trademark and copyright awareness; however, youth familiarity with IP rights in Eastern European states has declined.

In African states, the findings suggest decreased scores for designs and copyright for women and the youth. An increasingly optimistic outlook regarding patented products is evident among women and young people in African states, whereas the perception has declined for women in Asia-Pacific states.

The lowest confidence in patented products persists among women and youth in Western European and other countries, as well as in Eastern European countries.

Innovation Benefits and Challenges

The report also revealed that “consumers across all five regions predominantly perceive the greatest benefits from innovations in ‘Digital Communication,’ followed by ‘Food and Nutrition,’ ‘Household Appliances,’ and ‘Computer Technology.’” In Western European countries and other states, consumers report a decline in the perceived benefits of innovation in all measured sectors, a trend chiefly driven by consumers in the United States.

Despite consensus from consumers that IP rights are beneficial to their economies, consumers also recognize potential barriers for small businesses and concerns about monopolies. Since 2023, agreement on IP-related obstacles to national economies has declined in Western European and other states, largely due to the actions of consumers in the United States.

Concerns about IP rights have increased compared to the previous survey in African states, due to stronger agreement from consumers throughout Egypt, Mozambique, and Angola.

The report concluded that while consumers generally continue to believe in the economic benefits of IP rights, regional perceptions vary, with significant declines in agreement for U.S. consumers and in Western European countries.