Consumer Behavior

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.

Pasadena, Calif. – September 15, 2026 -- The share of U.S. consumers using AI tools for local business recommendations jumped to 45% in the past 12 months, up from 6% in 2025, according to new research cited by digital marketing agency Cybertegic.

Consumer trust in AI recommendations coexists with heavy verification habits

Among the 455 consumers surveyed who reported using AI for local recommendations, 63% said they trust AI-generated suggestions, while 88% said they still check the source or legitimacy of AI-presented information. The data comes from BrightLocal's Local Consumer Review Survey 2026, based on a representative SurveyMonkey panel of 1,002 U.S. adults, with AI-specific findings published March 10, 2026.