MEET THE "DRAWBRIDGE GENERATION": PACSUN'S SECOND ANNUAL YOUTH REPORT

New Research With GlobalData Reveals Gen Z and Gen Alpha Retreating From an Increasingly Noisy Public World Toward More Trusted, Personal Connections

LOS ANGELES, Sept. 10, 2026 /PRNewswire/ -- Pacsun, the purpose-driven specialty fashion retailer rooted in youth culture, and leading data and analytics firm GlobalData unveil the second annual Youth Report, revealing a generation drawing increasingly firm boundaries around trust and influence. The 2026 report explores shifting attitudes around financial independence, social media, AI, and personal aspirations, and how these forces are shaping the way young people connect, spend, and think about their futures.

Based on a survey of 6,126 people ages 11 to 24 across the United States, representative by age, gender, region and household income, the report identifies a new cultural dynamic Pacsun calls the "Drawbridge Generation," Gen Z and Gen Alpha navigating an increasingly noisy public world shaped by algorithms, news cycles, and inauthentic messaging while retreating toward a smaller, more trusted circle of family, friends, and unfiltered connection. Access between those two worlds is increasingly controlled by young people themselves.

Conducted in June 2026, the Youth Report is now in its second year and tracks shifts in youth attitudes and behavior year over year, offering a broader view into the forces shaping youth culture.

Key Findings

• Trust is moving closer to home. Family and friends dominate every measure of trust, from financial advice to purchase decisions, while influencers never exceed an 11% share of trust in any category. Just 2% trust AI for fashion advice.
• Financial independence is slipping. Only 34.9% describe themselves as financially independent, down from 41.3% in 2025, while those reporting full reliance on their parents rose from 23.8% to 29.1%.
• Social media dependence is accelerating. 29% now say they are "definitely addicted" to social media, a sharp increase from 18.8% in 2025.
• Price is winning the tension between values and wallets. While 65% say low prices make trend-driven purchases worthwhile today, 61% say they would cut back on them if money were no object. Meanwhile, 67% have purchased or are open to purchasing secondhand.
• AI is everywhere, but trust remains limited. 85% used AI in the past year and 74% are open to using it for shopping discovery, yet only 5% trust it for financial advice, 4% for relationships and 2% for fashion.
• The American Dream is evolving, not disappearing. A stable job (62%), a car (60%) and a home (59%) remain among young people's top goals by age 35, with being mentally healthy (59%) now carrying nearly equal weight.

"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."

For Pacsun, the findings reinforce a longstanding commitment to building alongside young people through co-creation. The company recently introduced the second cohort of its Youth Council, alongside a new Ambassador Program, expanding opportunities for Gen Z and Gen Alpha to share their perspectives and directly engage with the brand. Together, the programs create multiple pathways for young people to help inform Pacsun across product, campaigns, community initiatives and the broader customer experience.

"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," said Brieane Olson, CEO of Pacsun. "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."

The report comes ahead of Pacsun's second annual Purpose Summit, taking place in Malibu on September 24. Bringing together young people, creators, media and brand partners, the Summit will serve as a day to celebrate the 2026 Youth Report and bring its themes to life through conversations, experiences and perspectives from across Pacsun's community.

The Youth Report is distributed annually, free of charge, to media, educators, and cultural leaders, extending the research beyond Pacsun to support a broader understanding of the next generation.

Read the full 2026 Youth Report here.

About Pacsun

Pacsun is a purpose-driven, leading specialty retailer offering a cross section of emerging brands and trending fashion through the lens of youth culture. Delivering the latest contemporary, streetwear, and activewear, Pacsun partners with the best brands at the intersection of fashion, music, art, and sport to offer curated collections, rare and exclusive products, and creative collaborations on every level to inspire the next generation. Founded in 1980 in Newport, CA, Pacsun is now co-created in Los Angeles. Follow @pacsun on TikTok, Instagram, X, Facebook, and YouTube.

About GlobalData

GlobalData is a research agency and consulting firm. Their research focuses on all aspects of retailing and consumer behavior, which they deliver through bespoke reports, projects, and presentations. They work with many of the world's leading retailers and firms interested in retailing to help them maximize success through developing a thorough understanding of the sector and its likely future performance.

Press Contacts

Kate Fosha George

kgeorge@pacificsunwear.com

Alyssa McDonald

pacsun@michelemariepr.com

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SOURCE Pacsun