At a time when many corporate leaders criticize younger workers for lacking workplace initiative, Pacsun CEO Brieane Olson is handing Gen Z and Gen Alpha direct influence over company strategy by forming a dedicated youth advisory council of members aged 13 to 22.
Speaking to Fortune, Olson—who took the helm of the US fashion retailer in 2023—said she launched the initiative after realizing young consumers were “greatly misunderstood,” noting that working alongside them has reshaped how executives communicate the reasoning behind corporate decisions.
How Pacsun’s Youth Council & 300-Member Programme Work
Functioning much like a mini board of directors, the council brings together 15 young advisors annually to meet with Olson and senior executives, weighing in on retail trends, store operations, and customer experience:
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- Surging Demand & Expanded Network: After hand-picking its inaugural cohort for 2024–25, Pacsun received nearly 1,000 applications for the 2026–27 cycle. The overwhelming response prompted the brand to roll out a broader ambassador network of roughly 300 young creators aged 13 to 22 contributing across design, styling, visual arts, and trend forecasting.
- Tangible Business Impact: Olson noted that the young advisors have directly influenced store layout redesigns and competitor benchmarking, while gaining executive mentorship in return—helping counter common generational stereotypes.
”They really do have a true seat at the table. They have a direct line of communication with myself and all of the other leaders… The most important thing is to truly listen—allow to have a dialogue, be a part of the reasoning, the why, the discussions—and you get a much better return.”
— Brieane Olson, CEO of Pacsun
Purpose Summit & Annual Youth Research
Beyond the advisory board, Pacsun has hosted an annual Purpose Summit over the past two years, convening youth council members alongside representatives from Snapchat, Pinterest, TikTok, and philanthropic initiatives such as Selena Gomez’s Rare Impact Fund. The retailer also publishes a yearly youth report surveying thousands of Gen Z and Gen Alpha respondents on spending habits, cultural shifts, and consumer behaviour.
