Young people are more likely to take recommendations from friends and family when it comes to fashion than they are from influencers or AI.
Those were just two of the findings of Pacsun’s second annual Youth Report, a look at shifts in attitudes and behaviors among young people.
Pacsun worked with GlobalData, a leading data and analytics firm, to survey 6,126 people aged 11 to 24 across the U.S. during the month of June.
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The report identified a new cultural dynamic Pacsun called the “Drawbridge Generation,” which is defined by Gen Z and Gen Alpha turning to friends and family to navigate an increasingly noisy public world shaped by algorithms, news cycles and inauthentic messaging,” the company said. Influencers, however, are not trusted, with just 11 percent of respondents looking to them for financial advice or purchase decisions. Ditto for AI, where only 2 percent of young people turned to this channel for fashion advice.
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However, social media dependence is increasing with 29 percent of those surveyed saying they are “definitely addicted,” up from 18.8 percent in 2025.
Only 34.9 percent of these age groups describe themselves as financially independent, down from 41.3 percent in 2025, while those reporting full reliance on their parents rose from 23.8 to 29.1 percent.
No surprise then that 65 percent say low prices are what drives their trend-driven purchases and 67 percent say they have, or are open to, purchasing secondhand products.
While youth may be suspicious of AI, 85 percent of those surveyed say they have used it in the past year and 74 percent are open to exploring it for shopping discoveries. But only 5 percent trust it for financial advice, 4 percent for relationship advice and 2 percent for fashion suggestions.
Young people are also still enamored with the American dream, with 62 percent saying a stable job, 60 percent a car and 59 percent a home remain their top goals to achieve before age 35. And interestingly, being mentally healthy is also key to 59 percent of respondents.
“Conducting this research for the second consecutive year gives us a valuable view into not only the attitudes of young people, but the pace and direction of change,” said Neil Saunders, managing director and retail analyst at GlobalData. “Across more than 6,000 respondents, financial independence is declining, digital engagement is intensifying and trust is concentrating around family and friends, even as young people embrace new technology while staying selective about its influence on personal decisions. Together, the findings point to a generation becoming more intentional about the relationships, influences and priorities closest to them.”
Brieane Olson, chief executive officer of Pacsun, told WWD that after launching the Youth Report last year, the company sought to “go deeper” this time around to understand what drives young people today.
In addition to the report, Pacsun introduced the second iteration of its Youth Council and Ambassador Program where it works with groups of young people to share their perspectives and engage with the brand across product, campaigns and community initiatives.
“Co-creation has always been central to the way we show up for young people, and this year’s report reinforces the importance of giving them a meaningful role in shaping the conversation,” Olson said. “As trust becomes more personal and intentional, brands have to earn their place through genuine connection, listening and participation. For Pacsun, connection comes before the transaction. The Youth Report gives us another powerful lens to listen, learn and continue building alongside our community.”
Olson said the Pacsun team will use the findings to inform its holiday campaign and social media initiatives going forward.
She also reiterated that, like last year, the Youth Report is distributed free of charge to media, educators and industry executives.