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The WIPO Pulse 2025 survey offers a clear message:
intellectual property (IP) is gaining traction globally, but the
journey toward universal understanding is not yet complete.
With responses from 35,500 individuals across 74 countries, this
expanded study reveals a significant uptick in awareness of all
five major IP rights—patents, trade marks, designs,
copyright, and geographical indications—compared to 2023. The
strongest growth relates to trade marks and copyright, underscoring
the increasing relevance of brand identity and creative works in
today's economy.
Why does this matter? A well-informed public is more likely to
respect IP, support legitimate businesses, and recognize the value
of innovation, all essential for fostering creativity and
sustaining economic growth. Yet, the data shows regional
disparities: for example, Asia-Pacific shows increased IP awareness
among youth and women, while in Eastern European states perceptions
have declined slightly across all five IP rights. Western European
and other states (including the US and Canada) hold a more positive
outlook for trade marks and copyright, but increased skepticism
towards design-protected products.
Beyond awareness, perceptions remain nuanced. Consumers
worldwide trust IP-protected products and acknowledge their role in
ensuring fair income for creators. However, doubts linger about
whether these products offer better value for money or should be
the first choice for buyers. This signals an opportunity for
policymakers to better communicate the tangible benefits of IP
protection, such as increased consumer safety.
Confidence in IP as a driver of growth remains strong globally,
though Western Europe and North America show signs of declining
optimism. Meanwhile, emerging markets continue to view IP as a
catalyst for development and job creation.
The takeaway is that IP is not a niche concept—it's a
global conversation shaping innovation, trade, and cultural
exchange. For businesses, this means doubling down on IP education
and advocacy. For policymakers, it's a call to design inclusive
strategies that bridge awareness gaps and reinforce trust in the IP
system.
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