What We Learned from Listening to 6,000 Young People
The Data Behind the Movement: What We Learned from 6,000 Voices
When we first set out to build The Youth Report by Pacsun the goal wasn’t to create another marketing study. It was to listen — really listen — to the next generation in a way that could change how we all lead.
We partnered with GlobalData to reach more than 6,000 Gen Z and Gen Alpha respondents across the U.S., ages 11 to 24. But behind every data point was a person — someone navigating identity, mental health, belonging, and hope in a rapidly changing world.
What we found wasn’t just insight. It was a mirror — reflecting the complexity, creativity, and emotional intelligence of young people today.
Listening as Leadership
The most important thing about The Youth Report is what it isn’t. It doesn’t ask about Pacsun. It doesn’t test logos or taglines. It’s not about selling. It’s about understanding.
Because when we center young people not as consumers but as collaborators, the conversation changes completely. They want transparency, not perfection. They want brands that show up for their communities, not just in their feeds. And they want to be part of building the future — not just marketed to by it.
Listening has become our greatest act of leadership.
What Surprised Me Most
One of the most profound insights came from a single open-ended response. When asked what matters most in their life right now, one teen wrote:
“Feeling seen for who I actually am — not just what I buy or post.”
That sentence alone could redefine an entire industry. It captures both the exhaustion of performance culture and the craving for authenticity that defines Gen Z and Gen Alpha.
Another theme that emerged: optimism is still alive — but fragile. Despite the challenges this generation faces, 72% say they believe their generation will “make the world better.” That’s extraordinary. And it’s on all of us — brands, educators, parents, policymakers — to help them hold onto that belief.
Why We Shared It Freely
We decided to make The Youth Report an open resource — free for everyone to download — because this isn’t about competition. It’s about collaboration.
Pacsun’s mission has always been to inspire the next generation of youth. And part of that mission means creating understanding — for all who seek to engage, employ, educate, or empower them.
That’s why this work lives beyond our walls. It’s not a marketing campaign. It’s a call to action: to listen, to learn, and to build with young people, not just for them.
A Movement in Motion
At our Pacsun Purpose Summit, we saw what happens when data meets community — when the numbers come alive through real voices. We heard from youth leaders, creators, and brand partners who are all helping redefine what it means to lead with purpose.
And this is just the beginning. The Youth Report is a snapshot of where we are — but the movement it represents is still unfolding.
Because if there’s one thing we learned from listening to 6,000 young people, it’s this:
The next generation doesn’t want to be understood someday. They want to be understood now.
📥 Download the full report here →
https://www.pacsun.com/youth-report/
🎙️ And if it resonates, share it. Every download helps amplify the voices of the generation we’re all here to serve.