The Conscious Capitalists

How do you reinvent a legacy retail brand for an entirely new generation without losing its identity in the process?

In this episode of The Conscious Capitalists, hosts Timothy Henry and Raj Sisodia sit down with Brieane Olson, CEO of PacSun, to explore one of retail’s most compelling transformation stories. Under Brianna’s leadership, PacSun evolved from a struggling mall retailer into a digital first, purpose driven brand approaching $1 billion in revenue by embracing a bold philosophy: co-creation.

Drawing from her new book, Co-Created, and a recently released Harvard Business School case study, Brieane shares how PacSun built deep cultural relevance with Gen Z and Gen Alpha by inviting young consumers directly into the brand building process. From the company’s Youth Advisory Council to viral TikTok moments that moved hundreds of thousands of products organically, this conversation unpacks how listening became PacSun’s greatest competitive advantage.

But this episode goes beyond marketing strategy. Brieane opens up about her personal leadership evolution, the role of purpose in navigating uncertainty, and why conscious leadership requires both humility and courage. Together, Timothy, Raj, and Brieane explore the tension between brand control and customer participation, the challenges of sustainability in youth retail, and how AI is reshaping the future of commerce.

Listeners will gain insights into:
  • How PacSun transformed from a legacy retailer into a culturally relevant Gen Z brand
  • Why co-creation is a business strategy, not just a marketing tactic
  • The role of PacSun’s Youth Advisory Council in shaping products, campaigns, and company direction
  • How a single organic TikTok moment helped sell more than 200,000 pairs of jeans
  • Why purpose and co-creation must work together to create authentic brand trust
  • How PacSun is approaching AI adoption across the organization while remaining intentionally human centered
  • The operational challenges of moving at the speed of culture in modern retail
Whether you’re leading a consumer brand, navigating organizational transformation, or exploring what conscious leadership looks like in practice, this episode offers a powerful case study in how companies can grow by listening more deeply to the communities they serve.

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For transcripts and show notes, please go to: The Conscious Capitalists

This show is presented by Conscious Capitalism, Inc. and is produced by Rainbow Creative with Matthew “MoJo” Jones as Executive Producer, and Nathan Wheatley as Editor.

CHAPTERS
00:00 – Welcome & Introduction
01:45 – Meet Brianna Olson & the PacSun Transformation
05:35 – What Is Co-Creation? The Strategy Explained
10:50 – The Youth Advisory Council & Gen Z Leadership
18:30 – Purpose, Conscious Capitalism & Finding Her True North
22:40 – The Viral TikTok Moment That Sold 200,000 Pairs of Jeans
36:20 – Purpose as a Framework for Co-Creation
40:00 – Building Community & Real-Time Customer Feedback
50:50 – From $785M to Nearly $1 Billion in Revenue
55:00 – How PacSun Is Using (and Not Using) AI
01:05:00 – Sustainability, Suppliers & Affordability
01:21:00 – Closing Thoughts & Final Takeaways

Thank you for your support!
Timothy & Raj

What is The Conscious Capitalists?

Conscious Capitalism: contradiction in terms, or way of the future? Timothy Henry and Raj Sisodia, co-founders of the Conscious Capitalism movement and co-authors of ‘Conscious Capitalism - The Field Guide' get together and discuss current topics from the perspective of enlightened, conscious entrepreneurs and businesses.