The Direct Sellers Association of Canada (DSA Canada) recently published a study by Abacus Data that reveals 31% of Canadians have sought supplemental income opportunities during the COVID-19 pandemic.
The underlying reasons for Canadians who engaged in these opportunities were found to be related to unemployment or layoffs, a reevaluation of personal aspirations and a change in financial goals.
The study also found that three in five survey participants intend to continue pursuing opportunities to make supplemental income throughout the next year. The key demographics within this figure include students (83%) and young Canadians ages 18-29 (75%).
“This research points to the fact that, whether by choice or necessity, Canadians see value in income opportunities that would not be considered part of a traditional employment arrangement,” said Peter Maddox, President of DSA Canada. “This could include participating in the gig economy, becoming an independent representative for a sales-based company or creating their own, small start-up business.”
The research data also revealed that a commitment to consumer protection and ethics as well as measurable year-over-year growth contributed to positive impressions of the direct selling channel among Canadians.
“The economy is changing, and this has been intensified by the pandemic,” Maddox said. “As a positive, many people, especially younger Canadians, are looking for flexibility and work-life balance as they earn, and this is being made possible by technology and market-innovation. People are finding ways to participate in entrepreneurial activity, such as direct selling, in a manner that suits them.”
