WIPO has published WIPO Pulse 2025, which is based on a survey of 35,500 respondents aged 18 to 65 in 74 countries.

The survey found that global recognition of IP’s critical role in protecting innovation and creativity and IP understanding across all categories of IP have increased since the inaugural survey of 2023.

The key findings of WIPO Pulse 2025 are:

• IP awareness has increased all categories, with public awareness of trade marks and copyright increasing from 30% to 36% and from 38% to 40% respectively. There has been substantial progress in the Asia-Pacific region: awareness of geographical indications has increased from 26% to 35%, copyright from 32% to 40% and trade marks form 26% to 34%
• Progress among women and youth: In the Asia-Pacific, women’s awareness increased across all five IP rights measured: copyright awareness rose from 31% to 40% and trade mark awareness from 26% to 34%. Youth awareness increased in Asia-Pacific and western Europe, but declined in Latin America, the Caribbean and eastern Europe.
• Strong trust in IP rights: when asked to rate their agreement with key IP attributes, respondents scored on average 4 on a scale of 1 to 5.
• Confidence in IP’s role in the economy: Positive perceptions of the impact of IP on the economy remains stable at 64%

WIPO Director General Daren Tang said in a statement: “The good news from our survey is that IP is increasingly winning hearts and minds all over the world. Public awareness of IP has grown and attitudes towards IP has become more positive. But there is work ahead – there are still disparities in IP awareness among certain age groups towards awareness and certain types of IP remain relatively unknown.”

The report runs to 48 pages and can be viewed and downloaded on WIPO’s website here.

Picture shows the cover of the report