The WIPO Pulse is a global survey that measures public awareness and perceptions of intellectual property. With 35,500 respondents across 74 countries, it provides a valuable detailed look at how people perceive and its economic role. In the latest 2025, some noted positive progress is founded demographic engagement and public attitudes toward IP in comparison to the first conducted WIPO Pulse Survey in 2023.
Below, we summarize several key insights from this latest edition.
Six Key Insights from the 2025 Survey
- Global Awareness Is Rising
Compared to the previous survey in 2023, public knowledge of IP has increased across all five IP regimes: patents, trademarks, designs, geographical indications, and copyright. Notably, copyright awareness rose from 38% to 44%, while trademark awareness grew from 30% to 36% globally. In the AsiaPacific region, which includes Indonesia, copyright awareness increased from 32% to 40%, and trademarks from 26% to 34%.
Copyright continues to be the most widely recognized IP right, followed by trademarks. Other rights, such as patents and designs, remain less understood and “lag in popular understanding among the general public” according to the study.
- Trust in IP-Protected Products
When asked about how they feel about IP protected products, the results indicate positive. Responders across regions strongly believe that IP helps ensure creators get fair compensation (“fair income”), and they see these products as authentic and high-quality. This positive perception of “trustworthiness” is especially high in the AsiaPacific states.
Respondents highlighted digital communications, nutrition, household appliances, and computing technology as sectors where IP-driven innovation benefits them directly.
- Perception on Economic Value of IP
About 64% of global respondents believe that IP rights play a positive economic role—fostering innovation, creativity, and economic growth. On the flip side, fewer people now see IP as a purely economic burden: in the 2025 survey, 51% agree with statements about potential economic challenges posed by IP, down from 53% in 2023. In the AsiaPacific region, that concern dropped more sharply—from 63% to 58%.
- Rising Awareness Among Women and Youth
One of the most encouraging trends is among women and young people (18–35), especially in the Asia-Pacific region. Women’s awareness of copyright in Asia-Pacific rose from 31% to 40%, and trademark awareness from 26% to 34%. WIPO
Among youth, copyright awareness jumped 9 percentage points (from 27% to 36%), while patents increased from 16% to 23%, trademarks from 24% to 31%, and geographical indications from 24% to 31%
Special Focus: Indonesia and AsiaPacific
The AsiaPacific region, which includes Indonesia, was repeatedly highlighted as a region with significant progress in IP awareness and appreciation. Public understanding of copyright, trademarks, and geographical indications has improved steadily, and the growing awareness among women and youth suggests a strong foundation for future innovation.
Equally important, concern that IP rights might negatively impact the economy has declined in Indonesia and neighbouring countries. This drop, from 63% to 58% in AsiaPacific, signals a maturing public perception, perceiving IP not as a restrictive burden but as an enabler of economic growth and opportunity. These trends could potentially more public engagement with IP and future relevant technological and business developments in the future.
Conclusion
The latest WIPO Pulse survey demonstrates rising global awareness, trust, and appreciation of IP. In AsiaPacific and Indonesia in particular, growing understanding among women, youth, and the general public, combined with reduced economic concern, sets the stage for a more innovation-driven future. These findings indicate an exciting ecosystem for IP might be on the rise, and it’s all the more reasons you should ensure the invest in your IP portfolio.
For more questions on this subject or other IP related inquiries, contact us at ambadar@ambadar.co.id
Sources:
https://www.wipo.int/pressroom/en/articles/2025/article_0013.html
