Pacsun summit shows Gen Z trusts friends over AI and influencers
Pacsun’s second-annual Purpose Summit, held last week, revealed that Generation Z relies more on friends and family than on influencers or artificial intelligence, based on its 2026 Youth Report. While 85 percent of young people use AI, just 2 percent trust it for fashion advice and 5 percent for financial advice.
The summit, hosted at Soho House’s Little Beach House Malibu, featured speakers from Snapchat, Rare Beauty, the Los Angeles Rams and Angel City FC, among others. It also marked the first public appearance of the second cohort of Pacsun’s Youth Council, which gives younger consumers a voice through strategy sessions, workshops and executive mentorship. Discussions centered on the report’s finding that Gen Z is pulling closer to family and friends while becoming more selective about noisy online environments shaped by algorithms and inauthentic messaging. The event opened with a guided meditation led by Tai Beauchamp, founder of Tai Media, instead of a traditional keynote.
“The Purpose Summit gives us an opportunity to take what we’re hearing from young people and put it into conversation with the people helping shape the world around them,” Brieane Olson, CEO of Pacsun said.
“The data showed that young people are becoming more intentional about the relationships, influences and priorities closest to them,” Neil Saunders, managing director and retail analyst at GlobalData said.
Pacsun held its first Purpose Summit the previous year, establishing an annual forum for youth insights. The retailer’s Youth Council launched earlier, with its first cohort already advising the brand. The 2026 Youth Report was developed in partnership with GlobalData to inform the summit’s discussions.
What we know
Pacsun’s second-annual Purpose Summit was built upon its 2026 Youth Report.
Influencers never break an 11 percent trust share in any category tested.
85 percent of young people use AI.
2 percent trust AI for fashion advice.
5 percent trust AI for financial advice.