INTA’s Brand & New podcast investigates “dupe culture” in special two-part series

New York, New York—February 21, 2025—The International Trademark Association (INTA) has released “Inside the Dupe Revolution,” a special two-part investigation exploring how viral “dupe culture” is transforming the relationship between brands and young consumers. 

The series, part of INTA’s Brand & New podcast, features in-depth conversations with key figures at the intersection of this trend: beauty influencer Cassandra Bankson (2 million+ followers); Jessica Binns, Editorial Director at Berns Communications and Contributor for Vogue Business; and intellectual property attorney David Lipkus of Lipkus Law (CANADA).

The series is produced in collaboration with INTA’s Unreal Campaign, an initiative that educates young consumers (ages 14–23) about the importance of trademarks and brands. Since its launch in 2012, the campaign has reached more than 65,000 students directly in more than 45 jurisdictions worldwide and thousands more online and via social media. 

“What was initially viewed as budget-friendly alternatives by many young consumers has evolved into a cultural movement that’s forcing brands to rethink everything from pricing to intellectual property protection,” says Alastair Gray, Director of Anticounterfeiting at INTA and guest host of the series. “Through these episodes, we’re examining not just the trend itself, but its broader implications for the future of retail and the impact on intellectual property (IP).” 

The investigation comes at a critical moment. The #dupe hashtag has garnered billions of views across social media platforms. The rise of social media has transformed how young consumers view and interact with brands, a trend INTA has been following closely for many years. In 2019, INTA published a report exploring the relationship between Gen Zers and brands and their attitudes and perceptions of counterfeit products. The research showed that 79 percent of the Gen Z survey respondents had purchased counterfeit products.  

The series explores social media’s role in normalizing these alternatives among Gen Zers, as well as the legal distinctions between dupes and counterfeits. Through conversations with experts, the series reveals how brands are adapting their protection strategies for the Digital Age while examining fundamental questions about the future of luxury in an era when affordable alternatives are increasingly celebrated. 

Part One and Part Two of “Inside the Dupe Revolution” are available right now on all major podcast platforms. 

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