Pacsun has announced the findings of its first-ever The Youth Report by Pacsun, released on September 18, 2025, in partnership with leading data analytics firm GlobalData. Marking a landmark moment, the report positions Pacsun as both a brand and an industry thought leader determined to decode the ambitions, anxieties, and everyday choices of Gen Z and Gen Alpha.
The report is crafted as a free annual resource for the entire industry, reflecting Pacsun’s commitment to centering youth voices and its belief in open data and collaboration. “Pacsun has always centered young people in everything we do, and that means listening deeply to Gen Z and Gen Alpha and sharing what we learn along the way, too. Pacsun has adopted a stewardship role towards young people – this is why we designed The Youth Report as an open resource to provide meaningful takeaways that help others engage, uplift, and celebrate these generations and honor their voices,” said Brieane Olson, CEO of Pacsun. “By making these findings open to all, Pacsun is showing real leadership. Instead of gatekeeping insights, they’re choosing collaboration—a future-first approach that benefits not only the entirety of the industry, but the young people this industry serves too,” said Neil Saunders, Managing Director and Retail Analyst at GlobalData.
A Deep Dive into the Minds of Youth
Drawing from more than 6,000 Gen Z and Gen Alpha respondents (ages 11-24) across the United States, the report offers a rare, comprehensive look into what really matters to today’s youngest generations. It interprets generational shifts in consumer behavior, shining a light on the key issues shaping their identities, priorities, and aspirations.
Music emerges as a primary driver of identity—over 25% of those surveyed said music has the biggest influence on who they are, surpassing fashion and social media. Music is central to identity: Over a quarter of the respondents surveyed said music has the biggest influence on who they are, more than fashion or social media.
TikTok’s Power and the “Influencer Dream”
When it comes to digital life, youth are highly invested in fashion trends: 21% engage in regular discussions about fashion with friends, and 15% follow trend reports, blogs, or fashion pages to stay ahead of the curve.
TikTok dominates as the social media lifeline, with 24% saying they couldn’t live without the platform, and 47% of those turning to Instagram if forced to switch. Remarkably, 59% go to TikTok for fashion trends, while 66% rely on TikTok for current events and pop culture. A TikTok Ban would be hard-hitting: 24% of the respondents claim that TikTok is the social media platform that they couldn’t live without. If TikTok were unavailable, 47% of those who couldn’t live without it said Instagram would be their go-to instead. TikTok is key when it comes to fashion-led discovery, with 59% of respondents mentioning that they turn to TikTok to keep up with current fashion trends. 66% of them rely on TikTok for current events and pop culture.
The dream of becoming an influencer is stronger than ever—over one in five youth aspire to content creator status, while 75% of Gen Alpha have purchased clothing specifically to create content.
Individual Style, Nostalgia, and Autonomy
A sense of style individualism remains important, especially among Gen Z. 51% say they influence their own fashion choices, while for Gen Alpha, celebrities and public figures have even greater impact—70% cite these as style influences.
The report also highlights anemoia, the phenomenon driving nostalgia-fueled fashion. From Kate Hudson’s yellow gown in “How to Lose a Guy in 10 Days” (with nearly 50,000 posts under the hashtag as of June 2025), young people are drawn to romanticized versions of the past—even if they’ve never lived it.
Digital autonomy is layered: 32% of Gen Z say they are their biggest influence, while Gen Alpha is more open to inspiration from creators, celebrities, and peers.
Pacsun’s Commitment: Listening, Learning, and Leading
The Youth Report by Pacsun will be distributed annually, free to anyone—from industry partners and educators to cultural leaders. The 2025 edition launched during an invite-only Pacsun Purpose Summit in Los Angeles, where the brand previewed findings and introduced its Youth Advisory Council—a cohort of Gen Z and Gen Alpha cultural influencers contributing a “human touch.”
Looking ahead, Pacsun’s initiative is proof that staying connected to younger consumers means sharing access to meaningful data and listening deeply to evolving needs. As Brieane Olson notes, “Pacsun has always centered young people in everything we do, and that means listening deeply to Gen Z and Gen Alpha and sharing what we learn along the way too. Pacsun has adopted a stewardship role towards young people – this is why we designed The Youth Report as an open resource to provide meaningful takeaways that help others engage, uplift, and celebrate these generations and honor their voices.”
