Lifestyle apparel retailer PacSun has delivered its second annual “Youth Report,” suggesting younger consumers are drawing increasingly firm boundaries around trust and influence, including when they’re thinking about shopping.
As the basis of the report, a survey of consumers 11 to 24 conducted by PacSun with analytics firm GlobalData crosses the boundary between Gen Z and older Gen Alpha members living in the United States. The retailer, which carries a limited assortment of homewares, characterized the respondents as the drawbridge generation, a cohort stepping back to a smaller, more trusted circle of family, friends and unfiltered connection to contend with an increasingly noisy public world shaped by algorithms, news cycles and inauthentic messages. For example, less than 11% of respondents to the survey expressed any trust in influencers.
Still, social media dependence is accelerating as 29% now say they are definitely addicted, a sharp increase from 18.8% in 2025. The dominance of TikTok seems to be gaining. More respondents said they go to TikTok for shopping inspiration than any other channel, with 70% of Gen Alpha members making TikTok their first choice as compared to 62% of Gen Zers. Instagram and Youtube follow in terms of popularity.
As they face a world where the influence of artificial intelligence is rapidly gaining, 85% of respondents said they used AI in the past year, and 74% are open to using it for shopping discovery. However, only 5% said they trust AI for financial advice, 4% for relationships and 2% for fashion. Only 3% of Gen Z and 6% of Gen Alpha members made AI their first choice for inspiration when they are thinking about shopping, according to the survey.
Price is winning in the balance between values and wallets, PacSun noted. When asked about fashion and lifestyle purchasing, 46% of respondents cited price or affordability as the prime reason to stick with a brand, while quality came in second at 44% and customer service third at 37%. Two-thirds have purchased or are open to purchasing second-hand items.
At the same time, financial independence is slipping in an economic environment where basic costs keep rising as just 34.9% of respondents describe themselves as financially independent, down from 41.3% in 2025. Then, those reporting full reliance on parents rose from 23.8% to 29.1%. As they look ahead, a stable job ( 62%), a car (60%) and a home (59%) remain top goals they hope to achieve by age 35. Mental health (59%) is also a priority.
“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, PacSun CEO, added, “As trust becomes more personal and intentional, brands have to earn their place through genuine connection, listening and participation.”
