Can retail’s D2C help solve the UK’s youth unemployment challenge?
As the UK enters a new political chapter, led by a new Prime Minister, policymakers are under significant and growing pressure to address some of the country’s most persistent economic challenges, not least of which is youth unemployment and skills development.
With growth, productivity and workforce participation high on the political agenda, there is renewed focus on finding innovative ways to help young people gain practical experience, build careers and contribute to the economy. This creates an opportunity to look beyond traditional employment models and consider the role that alternative pathways, including direct-to-consumer (D2C) retail and entrepreneurship, can play in supporting the next generation.
The UK’s youth employment outlook is becoming increasingly concerning. New data from the Office for National Statistics outlines that the number of young people not in work or education is at a 12-year high, and persistent skills gaps as well as reduced access to traditional career pathways are leaving many young people unsure where to start. For a generation navigating economic uncertainty, debt and a rapidly evolving labour market, the idea of a stable, linear career is no longer guaranteed or—in many cases—even desirable.
Against this backdrop, a different kind of career path is quietly gaining momentum: direct-to-consumer (D2C) retail. Long associated with entrepreneurship and flexible working, this channel of retail is emerging as a practical and accessible entry point for young people seeking real-world experience—and income—on their own terms.
One of the defining advantages of D2C retail is its low barrier to entry. Unlike many traditional roles that require prior experience, formal qualifications or lengthy recruitment processes, D2C pathways allow individuals to get started quickly and with minimal upfront investment. Whether it involves building a personal brand, selling products through social media platforms or partnering with established direct selling companies, young people can begin small, experiment in a supported environment and develop at their own pace.
Retail brands such as Avon and Oriflame are increasingly recognising the value of attracting younger representatives, whilst young people can access structured opportunities to enter the world of sales and entrepreneurship with built-in support systems, as well as the opportunity to be creative and entrepreneurial, particularly in areas such as social commerce, influencer marketing and community-building online.
In addition to income generation, participation in this area of retail can equip young people with a practical and transferable skillset. Core competencies such as sales, digital marketing, financial management and customer engagement are developed in real time, often far earlier than in traditional career environments. Rather than being confined to a single function, individuals in D2C roles gain exposure to multiple aspects of running a business, from branding and promotion to logistics and budgeting.
Crucially, this learning is not theoretical; it is experiential. Running even a modest side hustle demands problem-solving, adaptability and self-motivation. Sellers must respond to customer feedback, refine their approach and manage the inevitable challenges that come with building something from the ground up. In doing so, they also develop confidence, resilience and a sense of ownership over their progress, traits that are invaluable in any professional setting.
Another strength of the D2C model is its emphasis on community and mentorship. Many direct selling brands provide peer networks, training programs and ongoing support to help people succeed. This can be particularly valuable for young people who may lack access to traditional professional networks or role models. In effect, D2C retail creates informal learning environments where individuals can gain guidance, share experiences and build connections that support both personal and professional growth.
As the UK continues to grapple with youth unemployment and widening skills gaps, the potential contribution of retail’s D2C channel—as with entrepreneurship more broadly—deserves greater recognition. It aligns closely with broader shifts in the economy and labour market, including the rise of platform-based work, digital commerce and portfolio careers.
The evidence suggests this shift is already well underway: Deloitte reported in 2023 that 42 percent of Gen Z already have a side hustle, while research from global online gig marketplace Fiverr indicates that more than a third (36 percent) of UK 16-26 year-olds see owning a business or freelancing as their ultimate career goal. Together, these trends point to a generation actively reshaping traditional employment models and a growing role for D2C as an accessible route into work, skills development and entrepreneurship.
However, for its potential to be fully—and responsibly—realised, a more coordinated approach is needed. Greater collaboration between industry, policymakers and educators would help formalize and scale these opportunities, while stronger governance through existing trade bodies such as The Direct Selling Association would help to promote responsible practice. This might include integrating D2C experiences into career guidance programs, recognising informal learning and skills development or providing incentives for companies that support youth participation and training.
There is also an opportunity to challenge outdated perceptions of retail and direct selling, which simply do not accurately reflect the sector today. Rather than viewing these roles as temporary or purely entry-level, they should be seen as dynamic and evolving pathways that can provide meaningful entry points into the world of entrepreneurship.
In a labour market where traditional pathways—both in retail and more broadly—are no longer working for many young people, alternative models must be taken more seriously. D2C retail offers not just a side hustle but a practical way to build skills, confidence and independence. With the right recognition and support, this type of entrepreneurialism could become a vital part of the solution to the UK’s youth employment challenge.
SUSANNAH SCHOFIELD OBE is the Director General of the Direct Selling Association UK & Ireland, an industry which is worth over £1billion. 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, where she led a team of over 800 people. 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.
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