A recent consumer attitudes study conducted by Ipsos for the Direct Selling Education Foundation (DSEF) shows a “sharp rise in consumer trust and interest in direct selling.” According to the study’s results, positive consumer perceptions of the direct selling channel have improved 21% since 2019, with four out of five US consumers reporting a neutral to favorable opinion of purchasing from a direct seller.
Dave Grimaldi, US Direct Selling Association (DSA) CEO described the findings as proof that consumers don’t just see direct selling as a way to buy products, but “as a way to support local entrepreneurs and engage in more meaningful shopping experiences.”
“This data is both timely and powerful,” said Lisa Gudding, President of Strategic Growth at Ipsos who co-authored the study with Monica Wood, Vice President Consumer and Membership Insights at Herbalife and Chair of the DSEF Industry Research Committee. “Consumers increasingly want flexibility and entrepreneurial choice, and direct selling is well-positioned to deliver on both. The 21% increase in positive perceptions shows that trust in the model is rising and that Americans are open to this channel as a modern retail option.”
Also part of the study were findings that stated 77% of participants desire flexible work options that allow them to set their own schedules in a way that balances personal and professional responsibilities. One in three participants expressed a specific interest in direct selling as a pathway to entrepreneurship.
“Taken together, the Growth & Outlook Survey and this consumer attitudes research give us the clearest picture yet of where the channel stands and where it’s headed,” Grimaldi said. “Direct selling continues to adapt, innovate, and align with consumer values—and this work gives policymakers, media, and business leaders the data they need to understand that reality.”
