Pacsun has evolved from a traditional retail organization into a cultural powerhouse, deeply integrating Gen Z and Gen Alpha voices into its business model.

This fall, the company wanted to go even further into understanding the behaviors of society’s youngest generations. What resulted was the Pacsun Youth Report, a comprehensive study offering insights into the values and behaviors of today’s youth, as well as the establishment of the Pacsun Youth Advisory Council, which provides young consumers direct influence over the retailer’s creative direction.

Pacsun CEO Brieane Olson said in an interview with Women in Retail Leadership Circle Co-Founder Melissa Campanelli that while the market is saturated with reports on retail and resale trends, she hasn’t seen any report that “openly and freely captures what Gen Z and Gen Alpha actually care about and how they’re shaping culture.” The Pacsun Youth Report aimed to understand the behaviors, motivations and shopping choices of consumers aged 11 to 24. Olson said Gen Alpha, in particular, has hardly been studied.

Partnering with Global Data, Pacsun surveyed over 6,000 young people across both generations, asking questions around their purchases on social media, how they find out about fashion trends, how much influence music has on who they are, their favorite fashion brands, and more.

Gen Z and Gen Alpha Must Be Segmented

It’s easy to lump the two generations together based on their digital savviness and youthful culture, but the report suggests that the two groups are influenced differently. Therefore, brands must adhere to their needs and behaviors differently. A one-size-fits-all approach won’t cut it. For instance, Gen Z, according to the report, is defined by “rugged individualism”: they’re self-influenced, reluctant to be molded by outside factors, and want to dress however they want without concern for how they’re perceived. Gen Alpha, on the other hand, are more focused on dressing to be seen. They’re younger, so they may be more conscious about fitting in and are more easily influenced to discover brands or new clothing styles through social media. Indeed, Gen Alpha is much more transactional on social platforms.

Gen Z and Gen Alpha Say They Prioritize Mental Health, But Can’t Quit Social Media

Nearly 50 percent of respondents indicated mental health was the most important thing in their lives currently — ahead of physical health, school, jobs, traveling and saving money. At the same time, 19 percent of respondents admitted they’re addicted to social media, which numerous studies have shown leads to negative mental health outcomes. Seventeen percent of those surveyed said they feel like they spend too much time on social media.

“It’s super important to be focusing on how you can have an open and authentic conversation about wellness, about mental health, and tying that into the initiatives that the brand is leading with,” Olson advised.

Identity Influencers

Over a quarter of the youth surveyed said music has a huge influence on who they are; that number rises to 30 percent for females. Therefore, brands should see a benefit to investing in partnerships with musical artists and celebrities that have captured the attention of Gen Z and Gen Alpha.

However, the report also showed a transition away from traditional external influencers and toward self-influence. “The youth have become more inclined to rely on themselves to form their own identity, rather than conform to any societal norm,” the report states. That’s true more so among Gen Zers than Gen Alpha, as 70 percent of Gen Alpha say celebrities and public figures influence how they dress.

Aspiring Content Creators Abound

One in five young people aspire to be content creators, according to the report. And three out of five Gen Alpha respondents said they purchased clothing specifically to create content. This same group relies heavily on TikTok for fashion inspiration and makes purchases through social commerce or livestream shopping.

Financial Pragmatism and Value

Gen Z and Gen Alpha are highly price-conscious, prioritizing durability and value over trend-chasing. Fifty-six percent said they prioritize looking for the best deals and cheaper options, and 53 percent favor durable products. The prevalence of “dupes” and price comparison has created skepticism, reducing the “willingness to unconsciously trade-up” without extensive online research.

And when money is tight, younger shoppers are more likely to cut back on buying new clothes than they are on beauty/skincare or eating out/takeout.

Olson said the report will be published annually. She suggested retailers use this report as a source of data, and balance data with purpose.

“The data helps us understand behaviors and trends, but being relevant means using those insights,” said Olson. “The Youth Report didn’t just give us that data; it helped us understand those cultural cues that were happening and the motivations and experiences that will actually drive both engagement and sales.”

View Olson’s full interview with Women in Retail Leadership Circle here.