Following Utah’s lead, direct selling companies in several states are forming powerful coalitions.
The direct selling industry is a mystery to many people, especially lawmakers who often equate it with negative stereotypes of the past rather than recognizing the positive impact it has on state and local economies. We’ve long had a reputation problem—and it’s one that we can (and must) play a part in rectifying with our elected officials at local, state and national levels.
Who better to explain all the positive attributes of direct selling than the companies themselves? And there are in fact many good stories to tell. The industry’s economic impact. The opportunities direct selling provides to millions of families for supplemental income. The innovative, quality products exclusively sold by direct sellers. Just to name a few.
But how best to tell these stories and leverage the channel’s considerable power and influence? As Direct Selling News (DSN) reported last year, the strongest messenger for these messages could be organized lobbying coalitions formed in states with strong contingents of direct selling companies.
DSN shared the story of the pioneers of this movement in Utah in a cover story last year, and since then, the impact and reach of these coalitions have only grown. Here’s an update on where things stand.
Utah
The Beehive State is the best and biggest example of what a coalition can hope to achieve. It is the gold standard when it comes to organization, mobilization and success. The Utah Direct Selling Coalition (UDSC) is comprised of leading Utah-based companies including 4Life, Asea, doTERRA, LifeVantage, LifeWave, Nature’s Sunshine, New U Life, Nu Skin, USANA, Xyngular, Young Living, Younique and Zyia Active.
The organization formed several years ago as direct selling companies realized the collective power their voices could have. The primary directive of the coalition is to help defend the industry by cultivating legislative champions. But they’ve also worked at the state level to adopt laws to make cosmetics manufacturing and international sales easier and explored ways to strengthen the industry’s position that direct selling distributors are independent contractors.
The benefits for companies working together toward common goals and with shared resources are clear. As Calvin Jolley, Member of the Coalition Board as VP of Corporate Communications for 4Life, explained, “The UDSC offers members an opportunity to participate in government affairs on a level that most companies simply can’t afford. Our board includes lawyers, government relations specialists, direct selling executives, marketers and professional communicators. Together, we develop positive relationships with policy makers and respond to regulatory overreach.”
It has also confirmed what many in the direct selling industry have known for years: the channel plays a vital role in the economic health of cities and states. As Grant Baskerville, Chair of the UDSC shared, “Utah’s direct selling industry accounts for over 38,000 jobs across our state and $6.3 billion in annual exports. This vital industry plays a key role in supporting economic prosperity in Utah and across our nation.”
The work in Utah has only just begun. Their agenda for 2025 is to further raise awareness of all the good work direct selling companies do both at home and throughout the world. It focuses on three key objectives all focused on protecting and promoting the future viability of the channel.
“During the course of 2025, the UDSC will work with its members to promote the direct selling business model; protect the ability of our members to share and sell products; and secure the status of distributors as independent contractors and business owners,” explained Baskerville. “We will advance these three priorities by working with fellow trade associations, state legislatures, members of Congress and federal agencies.”
Texas
The Lone Star state has a thriving direct selling community and is home to many iconic brands. It was only natural that Texas would be the next state to organize a coalition. Nathan Moore, who recently retired from his role as President of Global Sales and Marketing at Mary Kay, will serve as chairman of the newly formed Texas Direct Selling Coalition (TDSC). The official kickoff for the new entity will be held during Direct Selling University in Irving, Texas March 25-27.
Like the UDSC, the TDSC will provide education, information and networking for participants focused on building relationships and creating a collective impact of influence and engagement with lawmakers across all levels of government. The first order of business will be to welcome new members and create a board of directors for the organization.
“We know direct selling has a huge business impact in Texas. More than one million Texans are involved in direct selling and close to 30 direct selling companies have a presence in the state,” Moore explained. “It’s an exciting time for direct selling companies in Texas. Building relationships and sharing data with lawmakers and regulators will be impactful as the market grows and changes. I look forward to inviting all Texas-based direct selling companies to join us in this collaborative effort to grow and protect the direct selling channel in Texas and beyond.”
Florida
The Sunshine State is also home to multiple direct selling companies—many of whom have begun preliminary efforts to organize and mobilize. While in its infancy, there is considerable momentum and enthusiasm with direct selling companies headquartered in Florida as they see the positive results emerging in other states.
Long-time direct selling executive and consultant Gordon Hester is spearheading the movement as several companies coalesce around their shared goals and vision for the future.
As Hester explained, “The Florida Direct Selling Coalition (FDSC) is great way for those in our channel to work together with legislators, regulators and other stakeholders to protect the future of our distribution channel and business opportunity. I’m excited to take a lead in getting the FDSC set up so that Florida can help lead our channel to be competitive and relevant. Florida is one of the top three direct selling markets in the US, and our efforts will have an impact on our channel, other states and at the federal level. Together and united we can take direct selling to new heights.”
Aspen Emry, Founder and CEO of Bravenly Global is one of many true believers and early adaptors of the Florida mobilization. “We are looking forward to participating in the Florida coalition and working with like-minded companies who want to educate our representatives—both on a local and national level—about our industry and protect the future of our company and all the families involved with Bravenly. We believe strongly in this channel and want to play a part in preserving all that this industry means.”
Just the Beginning
The results from Utah and the burgeoning efforts in Texas and Florida are strong indicators of the power of creating an organized, synergistic coalition to protect, preserve and promote the direct selling opportunity at local, state and federal levels.
Troy Keller, partner with Dorsey & Whitney, practices law in Salt Lake City and spearheaded the founding of the UDSC several years ago. He is encouraged by the forward progress taking shape. “We are thrilled that the success of the Utah coalition has inspired efforts to create coalitions in other states. Direct selling needs all the advocacy it can get. The industry is lucky to have the DSA, certainly, but it needs more companies to be active directly in Washington D.C. and at the state levels. State-focused coalitions are a powerful and effective way to do this.”
The consensus is that continued expansion of coalition efforts in other states with multiple direct selling companies could do much of the heavy lifting in communicating all the good work direct selling does—not just for distributors but local economies as well.
There really is no reason for companies in these states—and others—to not get involved, get active and get mobilized while both the legislative and executive branches are aligned and receptive to direct selling.
As Jolley shared, “There exist numerous states that stand to benefit from direct selling coalitions. Texas, Florida, California. Show me a half dozen direct selling companies in your state and there’s your coalition.”
From the March/April 2025 issue of Direct Selling News magazine.
