Second annual survey of 6,126 people aged 11-24 in the US, run with GlobalData in June 2026, on trust, money, social media and AI. 85% used AI in the past year and 74% were open to shopping through it, but only 2% trusted it for fashion advice; influencers never exceeded 11% of trust in any category. Self-described financial independence fell to 34.9% from 41.3% in 2025, and 29% say they are "definitely addicted" to social media, up from 18.8%.
Why I recommend it: Handy for anyone marketing to or coaching young people: it says plainly that family and friends outrank influencers and AI on trust. Remember who paid for it — a clothing retailer selling to this exact age group — so treat it as a well-run retailer survey of stated attitudes, not proof of what people actually bought.
Free Entrepreneur session on validating a business idea before spending money building it.
Why I recommend it: Validation before building is the single cheapest business lesson available. Bring one real idea and test it against what they lay out.
