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Pacsun Unveils First-Ever: The Youth Report by Pacsun, Unearthing the Values and Behaviors of Gen Z and Gen Alpha Today
Saturday, September 20, 2025
LOS ANGELES, Sept. 18, 2025 /PRNewswire/ -- Marking a landmark moment for the brand, Pacsun announced findings from its inaugural The Youth Report by Pacsun, a first-of-its-kind study conducted in partnership with leading data and analytics firm, GlobalData. Created as a free annual resource for the entire industry, the report reflects Pacsun's commitment to research and its understanding of Gen Z and Gen Alpha, serving as a tool for brands, media, and industry executives to better connect with these generations.
Similar in cultural relevance and in the spirit of annual studies such as ThredUp's Resale Report, StockX's Big Facts Index, and Pinterest's Pinterest Predicts, The Youth Report by Pacsun cements Pacsun's role as a thought leader in youth culture, providing insight into the values, behaviors, and cultural forces shaping the lives of Gen Z and Gen Alpha.
Drawing from over 6,000 Gen-Z and Gen-Alpha respondents (ages 11-24) across the United States, the report offers a comprehensive look into what matters most to today's youngest generations and interprets generational shifts in consumer behavior linked to mental health, identity, and more.
"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.
Key insights from the analysis include:
-- Mental health is the most important factor to the youth: 42% of
respondents named mental health as the top priority in their life,
outpacing physical health and academic success. This emphasis echoes
Pacsun's existing commitment to mental health awareness through brand
partnerships.
-- 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.
-- Fashion trend engagement is high: Young people are immersed in fashion
with 21% of respondents claiming they engage in regular discussions
about fashion trends with friends, and 15% follow trend reports, blogs,
or fashion pages to stay ahead of the curve.
-- 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% cite they rely on
TikTok for current events and pop culture.
-- The influencer dream is real: More than one in five youth aspire to
become content creators or influencers. Among Gen Alpha, 75% have
purchased clothing specifically to create content, highlighting how
social media is reshaping both style and ambition. While 22% of youth
aspire to be or are currently pursuing a career as a creator or
influencer, this rises to 28% for Gen Alpha specifically.
-- A sense of style individualism is important, particularly to Gen Z:
While most respondents in both generational brackets (51%) cited
themselves as having the most influence on how they dress, 45% of
respondents cited that celebrities and public figures in particular
influence how they dress vs. influencers which came in at 33%.
Interestingly, 70% of the Gen Alpha respondents cite celebrities or
public figures as influencing how they dress.
-- Anemoia is driving nostalgia-fueled style: Young people are drawn to a
romanticized version of the past, even if they never experienced it
themselves. A recent obsession with the iconic butter yellow gown seen
on Kate Hudson in the 2003 movie, How to Lose a Guy in 10 Days gained
traction this year. The hashtag #HowToLoseAGuyin10Days has amassed
nearly 50K posts on the platform as of June 2025.
-- Digital autonomy is nuanced: 32% of Gen Z say they, themselves, are the
biggest influence on how they think and feel, reflecting a strong sense
of general individualism. Meanwhile, Gen Alpha (still in their formative
years) are more open to external inspirations like creators,
celebrities, and peers.
The Youth Report by Pacsun will be distributed annually, free of charge, to anyone interested in understanding these generations, from brand partners to educators to cultural leaders. The 2025 edition will be officially released during an invite-only Pacsun Purpose Summit in Los Angeles on September 18th, where Pacsun will host creators, media, and brand partners for an experiential presentation of the findings. During the summit, Pacsun will also introduce a Youth Advisory Council - a cohort of visionary Gen-Z and Gen-Alpha Pacsun cultural influencers who help drive continual evolution of the brand with a human touch.
As young people continue to redefine culture on their own terms, Pacsun remains committed to listening closely and evolving alongside them.
This initiative reflects Pacsun's conviction that staying connected to the next generation demands open access to meaningful data and insights. By making The Youth Report a shared industry resource, Pacsun is deepening its investment in the community it serves, both as a fashion destination and as a platform for self-expression. This milestone affirms the brand's leadership in youth culture and its commitment to moving beyond seasonal trends to provide cultural intelligence that helps shape the conversations of today and tomorrow.
You can read the full report here and https://www.pacsun.com/youth-report/.
About Pacsun
Pacsun is a purpose-driven, leading specialty retailer offering a cross section of emerging brands and trending fashion through the lens of youth culture. Delivering the latest contemporary, streetwear, and activewear, Pacsun partners with the best brands at the intersection of fashion, music, art, and sport to offer curated collections, rare and exclusive products, and creative collaborations on every level to inspire the next generation. Founded in 1980 in Newport, CA, Pacsun is now co-created in Los Angeles. Follow @pacsun on TikTok, Instagram, YouTube, LinkedIn, and Substack.
About GlobalData
GlobalData is a leading provider of data, analytics, and insights on the world's largest Industries. In an increasingly fast-moving, complex, and uncertain world, it has never been harder for organizations and decision makers to predict and navigate the future. This is why GlobalData's mission is to help our clients to decode the future and profit from faster, more informed decisions. As a leading information services company, thousands of clients rely on GlobalData for trusted, timely, and actionable intelligence. Our solutions are designed to provide a daily edge to professionals within corporations, financial institutions, professional services, and government agencies.
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SOURCE Pacsun
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