Pacsun's second-annual Purpose Summit revealed that Gen Z prioritizes trust in family and friends over influencers and artificial intelligence, according to the retailer's 2026 Youth Report.
Key facts
- •Pacsun's 2026 Youth Report was developed in collaboration with GlobalData.
- •Only 2 percent of young people trust AI for fashion advice, despite 85 percent usage.
- •The summit featured speakers from organizations including Snapchat, Rare Beauty, the Los Angeles Rams, and Nike.
- •Gen Z consumers prioritize comfort and individualism in fashion, according to the report.
- •The Pacsun Youth Council provides a direct feedback loop for the brand through workshops and strategy sessions.
Pacsun held its second-annual Purpose Summit last week at Soho House’s Little Beach House Malibu to discuss the forces shaping Generation Z. The event was based on the retailer's 2026 Youth Report, developed with GlobalData, which identifies Gen Z as the "Drawbridge Generation." The findings suggest that young people are increasingly selective about public messaging, favoring trusted personal connections over influencers and AI.
By the numbers
Trust and the Drawbridge Generation
The report indicates that Gen Z is pulling closer to family and friends while becoming skeptical of algorithms and inauthentic messaging. According to Pacsun, influencers never exceed an 11 percent trust share in any category tested. Furthermore, while 85 percent of young people use AI, only 2 percent trust it for fashion advice and 5 percent for financial advice.
Youth Council Feedback
The summit featured the first public appearance of the second cohort of Pacsun’s Youth Council, which serves as a feedback loop between the brand and its consumers. Members discussed their preferences for comfort in fashion, the importance of functional design, and the value of open feedback loops between brands and their audiences. The panelists emphasized that they rely on friends for honest shopping advice rather than digital tools.
Shifting Priorities and Aspirations
The 117-page report notes an identity inflection point around age 16, where Gen Z consumers shift toward individualism and comfort compared to Gen Alpha's focus on trends and celebrity influence. While Gen Z maintains traditional goals like homeownership by age 35, their definition of success is increasingly tied to mental and physical health. The report also highlights a 'guilt tariff' felt by consumers who choose fast fashion due to the cost of sustainable alternatives.
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This article was independently rewritten by ManyPress editorial AI from reporting originally published by WWD.
