New DSA Data Sheds Light on Gen Z, HR Policies

Jul 19, 2021
By DSJ Staff

In its July QuickPulse Results Report, DSA offered new insights into how direct selling companies are attracting Gen Z to the industry and how they are navigating post-pandemic human resources challenges. The survey was fielded between July 1–7.

Appealing to Gen Z

Based on DSA member request, and the interest in being future-focused, DSA added the following question to this month’s survey: “What are you finding to be most successful in appealing to members of Gen Z?”

Responses from companies (21 of 43 that participated in the survey) were diverse:

  • The most common answer (43%) is that the use of digital/mobile/social media is most successful in appealing to members of Gen Z.
  • 14% say keeping things simple, easy, or quick is the best approach.
  • 14% say Gen Z is not their audience or primary audience.
  • 10% each mentioned the following:
  • keeping prices or costs reasonable
  • personalized service/building trusting relationship
  • §new or quality products
  • remote or flexible work
  • having a cause or brand with a purpose

HR Policies and Procedures

Topical questions about HR policies and procedures related to headquarter office status, work-from-home policies, and diversity and inclusion initiatives were requested by DSA members to help them navigate challenges brought on by the pandemic.

Regarding the status of corporate headquarters:

  • About half (51%) of respondents have fully, or almost fully, reopened their corporate headquarters in the US
  • 40% report headquarters are partially open to employees
  • 9% report headquarters are closed to employees with very few, if any, exceptions

Among those companies with closed, or partially closed, headquarters:

  • 38% expect to reopen in Q3 2021
  • 19% expect to reopen in Q4 2021
  • 10% anticipate opening in the first half of 2022
  • 14% do not anticipate opening for the foreseeable future
  • 19% are not sure when they will reopen

Regarding remote work policy, 77% of responding companies are either remote-first or hybrid (combination of remote and in-person). For 23% of the companies, all or almost all, employees are generally expected to work from the office.

Of the companies that described steps they are taking to improve diversity and inclusion at their company:

  • 50% have formed a group or groups (e.g., focus group, task force, unity circles, diversity networks) within the company to address the issues
  • 25% have trained the leadership or employees on the issues
  • 19% have implemented recruiting practices to enhance diversity and inclusion

Created in March 2020, the QuickPulse tracking survey helps direct selling companies better understand the business impacts from COVID-19. It addresses timely questions on a rotating basis and provides examples of tactics and strategies companies are using to successfully navigate the challenges posed by the pandemic and the recovery.

All direct selling companies are encouraged to participate in this research, which is fielded at the beginning of each month. As a benefit of your company’s participation, you’ll receive the comprehensive results report. For questions or to be added to the distribution list, contact DSA’s Director of Industry Insights, Ben Gamse.

  • DSA Briefs
  • July 2021