1、1A View from Gen Zers and MillennialsJune 2021203Background&Objectives09Methodology11Key FindingsContents3Background&Objectives4AcknowledgementsThis research was conducted by Edelman Data&Intelligence(DxI).Copyright 2021 by the International Trademark Association.All rights reserved.No part of this

2、publication may be reproduced,distributed,or transmitted in any form or by any means,including photocopying,recording,or other electronic or mechanical methods,without prior written permission of the copyright owner,except in the case of brief quotations embodied in critical reviews and certain othe

3、r noncommercial uses permitted by copyright law.5About brand restrictionsThe past several years have seen a notable increase in regulations and legislation to restrict brand use,including plain and standardized packaging,which reduces the use of trademarks on the packaging or even bans their use alt

4、ogether.This report uses the term“brand restrictions”to refer to these regulatory and legislative restrictions.Examples of brand restrictions include:Plain packagingHighly standardized packagingBans on the use of brands and branding elementsHealth warnings,e.g.,mandated size and content of messaging

5、6About the researchMillennials and Gen Zers are the largest generations globally,so it is important for brand owners,lawmakers,and the media to understand how these consumers relate to brands and what their attitudes are toward brand restriction legislation.The study focuses on millennial and Gen Z

6、consumers between 18 and 39 years of age in 10 markets:Brazil,Chile,Colombia,India,Mexico,Singapore,South Africa,South Korea,Thailand,and the United Kingdom.These markets were selected based on multiple factors including the level of economic development and the potential or presence of brand restri