BoF Insights | In the era of BeReal, Gen-Z says it’s okay to buy fake fashion

In the age of BeReal, where authenticity reigns supreme, Gen-Z has surprisingly few qualms about buying counterfeit products, especially when others do. In an exclusive study of American Gen Z consumers aged 13-25 conducted by Juv Consulting, BoF Insights found that a majority think it’s okay for others to buy counterfeits. Meanwhile, more than a third are personally ready to carry dupes. Estimates of the overall market size for counterfeit and pirated goods vary, ranging from $1.7 trillion and $4.5 trillion per yearmaking it the largest criminal enterprise in the world.

To learn more about American Gen Z’s fashion preferences and behavior, purchase your copy of “Gen Z and Fashion in the Age of Realism” by BoF Insights.