The purpose of the DSN Global 100 recognition has always been to tell a story of an often misunderstood and maligned channel. We do it each year to share inspiring stories of growth and evolution—stories the channel, its participants and the greater community need to hear.
The DSN Global 100 has become a favorite reference for those who seek to better understand the relevancy of the direct selling channel of distribution, as well as the economic and social impact direct selling companies have on people from all walks of life throughout the world. It is an amazing story. And those of you reading it are truly the authors of one of the most inspiring stories of adaptability and growth in global commerce.
We rank direct selling companies in accordance with the numbers, but the stories behind the numbers are what truly illuminate the channel. The numbers enable us to share a perspective on the economic impact individual companies are making in terms of products and services sold and customers served. The numbers also enable us to determine both the growth status of a company and the magnitude of the company in terms of sales-related revenue.
Companies are understandably admired for their growth—because growth is what all businesses seek. In addition to growth, we measure magnitude. Those reviewing the numbers can draw their own conclusions as to whether a company is growing, stable and sustainable as this is our 14th year publishing the DSN Global 100.
But numbers only tell part of the story. We also recognize companies that are leading the charge in social responsibility issues; companies making an impact in the channel through a holistic, incremental and sustainable approach to growth; companies innovating in terms of technology and disruptive business models; and individuals that have displayed a commitment to leadership, excellence and integrity throughout their decades-long careers.
Publicly held companies make their results available to the public, making it much easier for our staff to identify performance during the prior year. Many direct selling companies are privately held. Therefore, they have a choice as to whether they select to reveal performance or keep the information private.
Here at DSN, we adapted a slogan, created by a previous editor, that privately held should not necessarily mean “do not tell.” The rationale is quite simple: the DSN Global 100 also serves to support a spirit of transparency where all companies, executives, regulators, public policymakers and academics can gain a better understanding of the economic and social impact of direct selling as a channel of distribution.
While some privately held companies choose not to participate, we acknowledge that they accomplished in excess of $100 million in revenue during the past year.
We are also proud to report that Amway, the #1 direct selling company in the world, shares its numbers and participates in the DSN Global 100 ranking each and every year.
The DSN Global 100 is not a horse race attempting to provide the best numbers, nor is there a finish line companies inevitably cross or fall short of. Sustainable success is the goal of every viable business. Therefore, the DSN Global 100 celebrates those companies who demonstrate both success and sustainability.
Most importantly, the DSN Global 100 activates pride! Pride in who direct selling companies are and how they are impacting the lives of direct sellers and the customers and communities they serve. The world needs to know of these stories. That is why we recognize them and tell them each year. We are proud to be able to do so.
Built for the Future. Built to Last.
To say direct selling is in a time of transition would be an understatement. The environment is evolving as younger generations explore the opportunity. And the post-pandemic trends of quiet quitting and a desire for more workplace flexibility continue to shape where, how and why people of all ages choose to earn a living.
2020 remains an outlier—a year of unprecedented growth fueled by unprecedented times. But in 2021, the channel saw that growth slow, stagnate and ultimately decline. New people who joined the businesses didn’t stay. Established distributors struggled to pivot and remain productive. Supply chain and shipping issues presented an entirely new set of challenges, and a tough global economic climate marked by COVID variants, war, shutdowns, inflation and overwhelming uncertainty created a set of circumstances that were very hard to overcome.
2022 saw these struggles continue as everyone working in the industry became acutely aware of the decisions, pivots and pain points ahead of us. Concerns like changing consumer behaviors and a tough regulatory environment as well as lingering supply chain struggles, Amazon and ecommerce strategies and field fatigue were all areas of concern.
Other more esoteric topics were also top of mind for industry executives. Topics that get to the heart of who we are as a channel and how we will do business in the future. The channel’s new identity as a social selling platform; the rise of single-tier affiliate models; and the slight decline of multi-tier compensation plans are just a few examples of what some in the industry describe as direct selling’s identity crisis.
Without a doubt 2022 was a year of change. And 2023 continues to be a year of evolution. But rather than being a cause for alarm or discouragement, these changes can be seen as signs of progress and harbingers of growth as the channel creates a viable, modern and sustainable business model that provides real opportunity.
The Times, They Are A-Changing
In 2023 the world looks very different than it did at the start of the decade. The way we shop, connect, interact and consume information has been transformed. The way we do business, the way we stay in touch—the changes are endless, sweeping and permanent.
But these changes have created a new exciting moment in time—one filled with both opportunity and concern. New rules and new regulations are on the horizon and can help to create a new future that can be bigger, brighter, more successful, more enjoyable and, most importantly, more sustainable for the entire channel.
Each year our honorees tell many new stories. And our outlook remains optimistic. We are better equipped to deal with constant change because we are a channel that connects people: to products, to opportunity, to each other. We are better positioned to continue to grow because we are embracing a greater global digital transformation and applying it to our selling systems.
As a channel, direct selling is poised for a brighter future and even more inspiring stories. And at DSN, we are excited to continue to share them with you.
By the Numbers
NOW IN OUR 14TH YEAR of compiling research for the DSN Global 100 list, we are always fascinated by the many insights into the depth and breadth of the direct selling channel. The companies on the list each year represent such a variety of development, from fast-growing newcomers to the pioneering giants.
The breadth of products and services represented includes nearly every category imaginable—health and wellness, clothing, beauty and skin care, travel and leisure, food and beverage, energy, financial services, housewares and CBD/hemp products.
From the June 2023 issue of Direct Selling News magazine.