Pacsun's Youth Report Reveals a Crisis of Trust in the Digital Age

The 2026 Youth Report, developed in partnership with GlobalData, highlights a striking paradox: while 85% of young people utilize artificial intelligence, only 2% trust it for fashion advice and 5% for financial guidance. This skepticism extends to the creator economy, where influencers failed to exceed an 11% trust share across all tested categories. Neil Saunders, managing director at GlobalData, characterizes this shift as a move toward intentionality, where young consumers prioritize authentic, tangible relationships over the noisy, inauthentic messaging of public digital spaces.

For Pacsun, these findings serve as a blueprint for a shift away from traditional top-down marketing. CEO Brieane Olson emphasized that the brand is moving toward a co-creation model, aiming to integrate youth perspectives directly into its business strategy rather than merely observing youth culture from the periphery. This commitment was physically manifested at the summit through the introduction of the new Youth Council cohort and the unveiling of the inaugural Youth 25 list, which honors individuals influencing fashion, art, and technology. By hosting leaders from organizations like the Los Angeles Rams, Angel City Football Club, and Snapchat, the summit sought to bridge the gap between corporate strategy and the lived realities of a generation increasingly wary of automated influence.