PacSun prides itself on understanding what makes its Gen Z and Gen Alpha consumer tick. Now the retailer has commissioned a study, “The Youth Report by PacSun ,” to find out what matters most to these 11- to 24-year-olds.

The study, which was conducted in partnership with data and analytics firm GlobalData, surveyed more than 6,000 Gen Z and Gen Alpha consumers in the U.S. and found that mental health is the top priority in their lives, with 42 percent responding that this was more important than physical health or academic success.

Other findings include the fact that more than a quarter of those surveyed cited music as central to their identity. In addition, fashion is important in their lives, with 21 percent saying they regularly engage in discussions about fashion trends with f

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