Digimarc technology fights counterfeits – WWD

Digimarc Corp., a provider of next-generation digital identification and discovery solutions, is introducing a new solution to help brands verify product authenticity.

Separately, Digimarc released insights into consumer behavior in a report examining differences in shopping preferences between generations, including the importance of product authenticity.

Regarding the launch of the Digimarc Brand Integrity digital solution, the company said it is working to assign each product a serialized digital identity “that can be traced in the cloud and accessed through a variety of digital triggers in the package, including the industry’s most secure and secure. hidden: Digimarc’s digital watermark. Adding that this combination of digitized products and cloud data “makes the process of verifying items more accurate and scalable than traditional physical authentication measures,” the company said.

Digimarc also noted that supporting two-factor authentication, “such as scanning both QR codes and digital watermarks in one package, provides strong protection against bad participants who are accustomed to easily circumventing smaller trademark protection measures.”

Ken Sickles, chief product officer at Digimarc, said counterfeiters have become more sophisticated and supply chains more fragmented, “companies recognize that traditional approaches to brand protection that are highly reactive and rely on trained inspectors and specialized equipment are inefficient and inefficient.

“Digimarc has created a unique digital solution that uses the ubiquity of smartphones and other digital devices to make product authentication much simpler and less prone to human error,” Sickles said, adding that while digitizing products with QR codes are a great starting point, “When combined with a stable product cloud and hidden digital watermarks, brands can gain even more visibility in their products and offer their consumers a chance to do the same.”

Sickles said the company’s brand integrity solution helps brands “protect their reputation by providing each product with a digital presence associated with a cloud-based record of its journey and interactions proving the authenticity of the products, revealing counterfeits and their origins.” and getting an idea of ​​the products. ” supply chains so that brands can anticipate problems and act quickly. “

In the Consumer Behavior Report, Digimarc teamed up with Censuswide to research buyers on several topics. Some of the most important findings include that 80 percent of baby boomers “make sure the products they buy are authentic, compared to 53 percent of the Zers generation.”

“Boomers are also more interested in whether brands are reputable and take their environmental responsibilities seriously, with 63% of the group saying they are concerned about these factors, followed by 58% of Gen Zers, 56% of Gen Xers and 55 % of Millennials, “said a statement from Digimarc.

Sickles said a recent consumer survey shows that baby boomers are surprisingly more concerned than the youngest buyers about buying original products from reputable brands that are committed to sustainability.

“However, consumers of all ages have significant concerns about how the products they buy are produced, where they are made and what is in them,” he said. “In order to address these concerns of buyers from all demographics, brands must not only ensure the integrity of their products and brand, but also clearly communicate their reliability and authenticity to consumers.

Deepening the results showed that baby booms are most concerned about counterfeit goods. Whether buying new or used, Boomers are most concerned about whether the items they buy are counterfeit (new: 64 percent; second-hand: 54 percent), while Gen Zers is least concerned about new items, new: 53 percent. second use: 50 percent) “

The authors of the report say that most of all age groups are concerned about ethics when buying something that may be fake, but baby booms are most concerned with 64 percent, followed by Generation X with 60 percent and Millennials with 56 percent. Generation Z came with 52 percent.

Other findings include that in luxury goods, product quality is important to more than three-quarters of all age groups when shopping for luxury goods, “but Boomers and Gen Xers (both 73 percent) are most interested in where they are. the luxury goods they buy made. ”

In addition, baby boomers are much more concerned than Generation Z about what the products are made of – 80 percent of baby boomers surveyed say they are concerned about the ingredients or materials in the products they buy, compared to 54 percent of Generation Z .

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