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.

If you are interested in reading the full report, please click HERE.

Image courtesy of Pacsun