Los Angeles – September 24, 2026 -- Young consumers trust artificial intelligence for everyday use but not for advice, according to a new industry report that has reshaped how retail and consumer brands are approaching Gen Z engagement.
Pacsun's 2026 Youth Report, developed with GlobalData, found that influencers never exceed an 11% trust share in any category tested among young consumers. Artificial intelligence shows an even starker gap between adoption and credibility: 85% of young people use AI, yet only 2% trust it for fashion advice and 5% for financial advice. The research instead points to family and friends as the primary trusted sources for this demographic.
Report identifies a "Drawbridge Generation" pulling closer to trusted circles
The report's central concept, described as the "Drawbridge Generation," characterizes young people as increasingly selective about a public information environment shaped by algorithms and inauthentic messaging, even as financial independence declines and social media dependence rises. Neil Saunders, Managing Director and Retail Analyst at GlobalData, said young people are becoming more intentional about the relationships, influences and priorities closest to them.
Pacsun hosts second annual Purpose Summit to translate findings into brand strategy
Pacsun presented the findings today at its second annual Purpose Summit, held at Soho House's Little Beach House Malibu. The event convened executives and cultural leaders including Snapchat Chief Marketing Officer Grace Kao, Rare Beauty Chief Impact Officer Elyse Cohen, Los Angeles Rams Chief Commercial Officer Jennifer Prince, and Angel City Football Club CEO Amy Taylor, alongside fashion designer Sami Miró and Jordan Visioneering VP Jason Mayden.
"Co-creation starts with listening, but it also means giving people a meaningful role in what comes next," said Brieane Olson, CEO of Pacsun. Amy Taylor of Angel City Football Club added that bringing leaders from different sectors together with young people creates opportunities to rethink how communities are built for the future.
Pacsun introduces second Youth Council cohort and inaugural Youth 25 honorees
The Summit marked the first public appearance of the second cohort of Pacsun's Youth Council, which gives young consumers an ongoing voice through strategy sessions, workshops, and executive mentorship. New members introduced included Sophia Johnson, Iya'Nique Kelly, Max Yu, Ashton Thomas, and Mia Mendoza, in a session moderated by Sourcing Journal Deputy Editor Kate Nishimura.
Pacsun also unveiled its inaugural Youth 25, recognizing 25 creators, artists, athletes, and entrepreneurs across fashion, art, sport, music, and technology. In-person honors were presented to Grace Kao and Michelle K. Hanabusa of UPRISERS for their contributions to youth culture.