Influencers Have Lost Their Footing With Gen Z, Gen Alpha, Pacsun Report Says

Young people are more likely to take recommendations from friends and family when it comes to fashion than they are from influencers or AI.

Those were just two of the findings of Pacsun’s second annual Youth Report, a look at shifts in attitudes and behaviors among young people.

Pacsun worked with GlobalData, a leading data and analytics firm, to survey 6,126 people aged 11 to 24 across the U.S. during the month of June.

The report identified a new cultural dynamic Pacsun called the “Drawbridge Generation,” which is defined by Gen Z and Gen Alpha turning to friends and family to navigate an increasingly noisy public world shaped by algorithms, news cycles and inauthentic messaging,” the company said. Influencers, however, are not trusted, with just 11 percent of respondents looking to them for financial advice or purchase decisions. Ditto for AI, where only 2 percent of young people turned to this channel for fashion advice.

However, social media dependence is increasing with 29 percent of those surveyed saying they are “definitely addicted,” up from 18.8 percent in 2025.