For business leaders looking to make a lasting impact, investing in youth education delivers both social value and long-term economic returns.
JA British Columbia (JABC) is at the forefront of this mission, equipping young people with critical skills in financial health, work readiness and entrepreneurship, which are areas often overlooked in traditional education.
Now, through a growing focus on Indigenous youth, one of B.C.'s fastest-growing demographics, JABC is expanding access and opportunity with programs adapted in partnership with Indigenous educators and communities.
The new JA Company Program for Indigenous Learners exemplifies this work, empowering students to build real-world business skills while honouring their cultural identity, fostering inclusion, and preparing the next generation to thrive in today's economy.
"At JA British Columbia, we believe every young person in B.C. deserves the chance to learn in a way that feels relevant and empowering," says Wendi Campbell, president and CEO, JA British Columbia.
"Our programs for Indigenous learners are a key part of that. They're not just about broadening reach, but about offering learning experiences that are intentionally designed to reflect Indigenous cultures, perspectives and strengths."
Grounded in JABC's focus on financial health, work readiness and entrepreneurship, these programs help equip Indigenous youth with practical skills and confidence for their futures. JABC continues to learn from working closely with Indigenous educators and communities, which helps shape how they approach inclusive education across the board.
Campbell adds, "This work reflects our ongoing commitment to reaching underserved youth and supporting their long-term success in ways that truly resonate."
Pilot program takes off
The 2024 pilot of the JA Company Program for Indigenous Learners brought together 29 Indigenous youth from across B.C. for a nine-week virtual journey into entrepreneurship. Participants explored business ideation, planning and execution, gaining valuable skills and building confidence as they developed a range of business ideas, from a food truck to life coaching services.
Aaron, a program participant, expressed his experience helped open doors and provide invaluable insights on launching his food truck/coffee shop: "Learning about licensing, marketing ideas, budgeting and finding grants were all great lessons."
Students were surveyed after completing the program, where 92% reported an increased awareness of what it takes to start up and operate a business, while 88% expressed they developed new skills to pursue a career in business.
Canadian businessman and philanthropist Peter Brown is the founding donor of the JA Company Program for Indigenous Learners, and his support is helping build a more inclusive and prosperous future for young British Columbians.
"This program is really powerful," says Brown. "This is kind of a key year and if we duplicate our success in the pilot stage, this could get a lot bigger."
"If we can involve First Nations youth in this program and get them excited about it, it raises the curiosity enough to increase their chances for succeeding."
UBC Sauder School of Business and Vancouver School Board collaboration
"In response to strong interest and valuable feedback, JABC expanded the program this school year to include both an after-school offering and, thanks to a partnership with UBC Sauder School of Business and the Vancouver School Board, an in-school format," recalls Campbell.
With the support of JABC volunteers, JABC delivered a specialized JA Company Program for Indigenous Learners in four Vancouver high schools over 16 weeks, with encouraging feedback from both students and educators. Among the many business ideas developed was a concept for an Indigenous Night Market, which reflected thoughtful engagement with community and culture.
"This reflects growing interest not only from students, but also from educational partners seeking accessible, culturally grounded opportunities to explore business skills and entrepreneurship," she says.
JABC celebrated the achievements of approximately 30 students from Lord Byng, Point Grey, Vancouver Technical and Britannia Secondary at a graduation ceremony held at UBC Sauder School of Business on June 19, 2025. Schools noted that the program helped students engage more confidently with business concepts and explore their own ideas in a meaningful way.
"Looking ahead, we hope to expand the program to additional school districts. The strong interest we've seen so far highlights the value of creating spaces where Indigenous youth can explore entrepreneurship in ways that reflect their communities and strengths," says Campbell.
Brown is quick to add, "This program is probably more important today than it's ever been. We need new entrepreneurs. We need to get Canada growing again."
His enthusiasm is palpable. "I'm a big fan. I'm going to support this program for whatever time I've got left."
For more information, visit jabc.org.
