Embracing purposeful practices can lead to extraordinary results. Brieane Olson, CEO of Pacsun, embodies this approach by integrating community-focused strategies into the apparel and accessories company’s framework. As Brieane articulates, “You can build a business that is focused on doing good, giving back…and you can drive really meaningful results.”

During a session at the 2026 Women in Retail Leadership Summit, Olson highlighted the transformative power of co-creation, a methodology now endorsed by Harvard University, which extends beyond traditional industry boundaries. By redefining stakeholder roles, co-creation has enabled Olson and Pacsun to lead with purpose, generating impressive outcomes. She advocates for prioritizing active listening, collaborative building, and empowering communities to lead.

“Listen first. Listen to your teams, your communities, and all members of your brand. Then build together. Lastly, let your community lead,” Olson advised the audience.

Pacsun’s purpose-driven strategy (and subsequent business growth) highlights the value of cultivating inclusive partnerships and embracing innovation.

Women in Retail Leadership Circle members can watch all sessions from the 2026 Women in Retail Leadership Summit as they’re released here.