Pacsun-GlobalData Study: Gen Z Trust in Influencers Falls Below 11%
Los Angeles – September 15, 2026 -- Youth financial independence in the United States dropped to 34.9% in 2026 from 41.3% a year earlier, according to the second annual Youth Report released by specialty retailer Pacsun and data and analytics firm GlobalData. The share of young people who say they fully rely on their parents rose to 29.1% from 23.8% over the same period.
The report, based on a June 2026 survey of 6,126 people ages 11 to 24 across the U.S., identifies what Pacsun terms the "Drawbridge Generation" -- Gen Z and Gen Alpha consumers who are pulling back from public digital noise toward smaller circles of trusted family and friends.
Influencer trust never exceeds 11% share across any category measured
Family and friends dominate every trust metric tracked, from financial advice to purchase decisions, while influencers top out at an 11% trust share. Only 2% of respondents said they trust AI for fashion advice.