Pacsun Launches The Youth Report: A Deep Look at Gen Z and Gen Alpha
Pacsun has stepped into new territory with its first annual The Youth Report, developed in partnership with analytics firm GlobalData. The report offers a data-driven snapshot of Gen Z and Gen Alpha, capturing how they think, what they value, and where they’re headed. The study surveyed more than 6,000 young people in the United States between ages 11 and 24. Pacsun is presenting it as a free resource for brands, educators, and cultural leaders.
A Benchmark for Youth Insights
Much like ThredUp’s Resale Report or StockX’s Big Facts Index, Pacsun’s new report aims to anchor itself as a recurring benchmark in youth culture. It is not a sales pitch disguised as research—it is structured as an open reference. Brieane Olson, CEO of Pacsun, explained that the company has long built its identity around young people, and this project is part of listening carefully to them. Neil Saunders of GlobalData added that Pacsun is offering leadership by keeping the findings open rather than treating them as proprietary intelligence.
What the Data Reveals
Mental Health Comes First
Nearly half of respondents identified mental health as the top priority in their lives. This emphasis surpassed physical health and academics. For Pacsun, this reinforces their ongoing work with mental health initiatives and partnerships.
Music Shapes Identity
One in four respondents said music is the largest influence on who they are, outpacing both fashion and social media. This signals that music continues to anchor self-expression in ways brands must take seriously if they want to connect authentically.
Fashion is a Social Language
Young people are actively discussing fashion. About 21% talk about trends regularly with peers, and 15% follow blogs or reports to stay updated. TikTok has become the primary hub for this discovery, with nearly 60% using it to stay in sync with trends and two-thirds relying on it for culture and current events.
Influencers and Aspirations
Roughly 22% of all respondents aspire to be content creators or influencers. For Gen Alpha, that number rises to 28%. Many are already purchasing clothes specifically to create online content. This reflects a shift where style and ambition now overlap with digital visibility.
Style Individualism Meets Celebrity Pull
Just over half of all respondents say they decide their own look. Yet 45% point to celebrities and public figures as inspiration, while only 33% credit influencers. Gen Alpha leans more heavily on celebrity influence, with 70% citing it as a factor in how they dress.
Nostalgia and Anemoia
The report notes the growing trend of “anemoia”—nostalgia for times never personally experienced. One standout example is renewed attention to Kate Hudson’s butter yellow gown from the 2003 film How to Lose a Guy in 10 Days, which has seen a revival on TikTok with nearly 50,000 posts by mid-2025.
Digital Autonomy
About a third of Gen Z respondents say they themselves are their biggest influence in shaping thoughts and feelings, reflecting a strong sense of independence. Gen Alpha, being younger, shows more openness to external influences from creators, celebrities, and peers.
Industry Rollout
Pacsun will formally present the 2025 Youth Report at its Purpose Summit in Los Angeles. The event will include creators, brand partners, and media, along with the introduction of a Youth Advisory Council composed of Gen Z and Gen Alpha cultural influencers. Pacsun is positioning this initiative not as a one-off report, but as an annual resource that will grow alongside shifting trends and generational behavior.
Why It Matters
Pacsun is signaling that it sees research and cultural insight as an obligation, not just an opportunity. By sharing the Youth Report freely, the brand is encouraging the entire industry to connect with young audiences in a more informed way. It is also reinforcing its role as both a fashion retailer and a cultural voice. The report shows that young people are not just customers but active participants in shaping cultural identity, and Pacsun is committed to keeping pace with them.