Bosses and senior staffers often moan about how young professionals are disengaged and lack initiative. But Brieane Olson, the CEO of Pacsun, warns against overlooking Gen Z and Gen Alpha—and she’s even ensuring they get a seat at the table of the fashion giant that hit $970 million in sales last year.
“I definitely felt, having spent so much time on the front-line with young consumers, that Gen Z and Gen Alpha were greatly misunderstood,” Olson tells Fortune. “And so, what could we do as a brand that caters to young people to really give them a seat at the table and to build something meaningful and really put community first?”
Once every year, Pacsun’s Youth Advisory Council gathers with company executives to discuss big business concerns.
The mini board of directors—comprised of 15 Gen Alpha and Gen Zers aged 13 to 22 who are rotated in each year—weigh in on pressing industry needs, what Pacsun should do differently, and the best paths moving forward.
The country’s youngest minds bring critical feedback directly to Olson and other company executives, touching upon everything from the customer experience to the way stores operate.
“I think one of the things that has taught me personally about working with this council over the last two years, is really that working with these younger generations requires sometimes giving additional context. And so it’s really important to bring them along for the journey and to answer the whys before they become a why,” the CEO says. “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.”
Pacsun taps 300 Gen Z and Gen Alpha ambassadors to help shape the company
Pacsun’s youth council quickly gained popularity among young generations wanting their voices to be heard.
The company hand-selected participants in its first year spanning between 2024 and 2025, but when it opened the floodgates to young people across the country, almost 1,000 people applied to the 2026 to 2027 cohort. The surge of interest ended up fueling an entirely new ambassador program, giving even more young people an opportunity to influence the brand.
The company now works with about 300 13- to 22-year-olds who weigh in on business areas they’re most passionate about—including design, styling, visual arts, and emerging trends. Olson says Pacsun’s young advisors have helped with everything from redesigning how store flows should work, to analyzing and contrasting what retail competitors are up to. While some employers scrutinize young generations for being disengaged or unwilling to contribute, Pacsun’s CEO recognizes how motivated they are to have an impact, and is giving them the floor.
“They really do have a true seat at the table,” Olson says. “They have a direct line of communication with myself and all of the other leaders…”
“In return, they’re also getting great mentorship, and they’re getting opportunity and access and the ability to help co-create the future of the brand. And I think there’s a lot of shared benefit to bringing young people in, and helping also to fight the stereotypes that these younger generations are facing.”
It’s just one of several youth initiatives Olson has introduced since taking the reins as CEO in 2023
Pacsun has also been hosting a Purpose Summit for the past two years, bringing brand partners together with the company’s youth council.
Olson says tech partners from Snapchat, Pinterest, and TikTok have all attended, as well as philanthropic collaborators like Selena Gomez’s Rare Impact Fund. Executives, creators, cultural leaders, brand partners, and young voices exchange ideas, discuss industry hurdles, and strategize how to lead a business with purpose at the day-long event.
Additionally, Pacsun releases a youth report every year that captures a snapshot of the attitudes, behaviors, spending habits, and cultural interests of thousands of Gen Z and Gen Alpha survey participants.
“Creating moments and opportunities for us to pause and really think about how we’re leading and what we need to do differently is important,” Olson says, adding that Pacsun’s youth research helps the company do a “better job to collectively create a future that is a better place for the youth.”
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