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Pacsun’s Purpose Summit Reveals Who Gen Z Trusts Most, And It’s Not Influencers or AI

MARKETING

9/28/20262 min read

Pacsun hosted its second annual Purpose Summit at Soho House’s Little Beach House Malibu, bringing together creators, business leaders, cultural influencers, and Gen Z voices from the worlds of fashion, sports, art, and music to explore the trends and ideas shaping the next generation.

Pacsun brought together creators, executives, cultural leaders, and young voices at its second annual Purpose Summit in Malibu to explore the trends shaping Gen Z. Hosted at Soho House's Little Beach House Malibu, the event centered on the brand’s core pillars of fashion, sport, art, and music while examining how young people are navigating an increasingly complex social and digital landscape.

The discussions were guided by findings from the newly released 2026 Youth Report, developed in partnership with GlobalData. One conclusion stood out above all others: Gen Z places significantly more trust in family and friends than in influencers or artificial intelligence.

The Rise of the “Drawbridge Generation”

A key theme emerging from the report was what researchers called the“Drawbridge Generation.” According to the findings, young people are becoming increasingly selective about who and what they trust. Rather than looking outward to social media personalities or technology for guidance, many are strengthening connections with their closest personal networks.

The report suggests that Gen Z is responding to a digital environment filled with algorithms, content overload, and inauthentic messaging by focusing on relationships that feel genuine and reliable.

For brands, this trend presents a challenge: trust can no longer be earned through visibility alone. Authentic engagement, participation, and community involvement are becoming increasingly important.

Why Influencers and AI Are Losing Ground

One of the most surprising findings from the report was the limited trust Gen Z places in influencers. Across all categories tested, influencers never exceeded an 11% trust share.

Artificial intelligence showed an even more dramatic trust gap. While 85% of young people reported using AI, only 2% trusted it for fashion advice and just 5% trusted it for financial advice.

This contrast highlights an important distinction between adoption and trust. Gen Z may readily embrace technology as a tool, but they remain cautious about relying on it for important decisions.

Neil Saunders of GlobalData noted that these findings suggest young consumers are becoming more intentional about the relationships and influences they prioritize, even as social media usage remains high.

Bringing Together Voices Across Culture

The summit featured conversations spanning entrepreneurship, technology, community, sports, and self-expression. Speakers included Tai Beauchamp, Sami Miró, Grace Kao of Snapchat, Elyse Cohen of Rare Beauty, Jennifer Prince of the Los Angeles Rams, Amy Taylor of Angel City Football Club, and Jason Mayden.

The event opened with a guided meditation rather than a traditional keynote, setting a tone focused on reflection and meaningful dialogue.

What the Findings Mean for Brands

For Pacsun, the report reinforces a strategy centered on co-creation and collaboration with young consumers. Rather than attempting to define youth culture from the outside, the company aims to engage Gen Z directly in conversations about the issues and experiences that matter most to them.

The broader takeaway from the summit is clear: Gen Z values authenticity over influence, participation over promotion, and trusted relationships over digital authority. As brands compete for attention in an increasingly crowded marketplace, building genuine connections may prove far more valuable than chasing trends

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