You’ve got the opportunity—they’ve got the skillset and mindset to succeed.
Generation Z: they reflect the future of our industry and very soon they will be entering into our place of work, and we must be prepared. Those born roughly between the mid 1990s and early 2010s, are motivated by a variety of factors that reflect their unique experiences and the socio-economic landscape in which they have grown up. And so many of these experiences and traits make them ideal candidates for direct selling opportunities.
These up-and-comers represent the future of direct selling. With that premise in mind, I’ve put together this list of the top ten reasons why Gen Z and direct selling are the perfect match.
Make sure you are accurately telling your company’s unique story around these topics to attract and retain the best of Gen Z.
1 / Purpose and Meaning
Gen Z tends to seek purpose in their work and life choices. They are motivated by opportunities that allow them to make a positive impact on society; engage in social justice; and contribute to causes they care about.
2 / Authenticity
This generation values authenticity and transparency. They are motivated by brands, companies and individuals who are genuine and consistent in their messages and actions. We must have simpler commission plans and be more open about how they work.
3 / Diversity and Inclusion
Gen Z is one of the most diverse generations yet, and they are motivated by environments that celebrate diversity and embrace inclusion. They seek workplaces and communities that reflect a variety of perspectives and backgrounds. Direct selling as an industry is perfectly positioned here— no glass ceilings, no judgements—open to all.
4 / Mental Health Awareness
Many Gen Z individuals prioritize their mental health and well-being. They are motivated by opportunities that support mental health awareness; provide work/life balance; and foster a supportive community—again the perfect job description from a direct selling company!
5 / Technology and Innovation
Growing up with technology, Gen Z is highly engaged with digital platforms. They are motivated by technological advancements and opportunities for innovation that allow for creativity and self-expression. So, it is vital we keep building the tech developments within our companies.
6 / Career Opportunities and Stability
While they value purpose, many Gen Z also seek job security and career growth, especially in uncertain economic times. This generation is pragmatic and often pursues careers that provide financial stability.
7 / Education and Learning
Gen Z values education and continuous learning, often seeking opportunities for personal and professional development. They are motivated by experiences that enhance their knowledge and skills. This is why the UK Direct Selling Association has created our Social Selling Academy with ‘snackable’ sized learning packages.
8 / Environmental Sustainability
Many in Gen Z are passionate about environmental issues and climate change. They are motivated to support and work for organizations that prioritize sustainability and ethical practices.
9 / Influence and Engagement
This generation enjoys engaging in discussions and movements, both online and offline. They seek opportunities to make their voices heard and to be part of communities that allow for participation and influence.
10 / Flexible Work Environments
Especially in the context of the COVID-19 pandemic, Gen Z is increasingly motivated by flexible work arrangements that promote remote work and adaptability.
I genuinely believe the future of retail sits within the direct selling world. Nothing, but nothing, cuts through all the marketing noise we get bombarded with daily than someone you trust and respect handing you a product and saying “try this, it’s brilliant.”
No one does that better than direct selling. People buy people, and we are a people business. But we must challenge our current perception and break down the barriers in the language we use, so the next generation of business builders embrace our sector for the incredible opportunity is it.
SUSANNAH SCHOFIELD OBE is the Director General of the Direct Selling Association UK and Ireland. Prior to her appointment as leader of the DSA, Susannah spent 18 years at Royal Mail, culminating in her holding the Board-level role of Commercial & Innovation Director. A passionate advocate for women and young people in business, Susannah was awarded an OBE for her work in this area in the 2015 New Year’s Honours List.
From the December 2024 issue of Direct Selling News magazine.
