Is Gen Z the future of direct selling?

Sep 20, 2022


America’s youngest workers have been in the labor force for less than a decade. It’s estimated that Gen Z – those born between 1997 and 2021 – will makeup 30% of the U.S. labor force by 2030.

Not only do Gen Zers have the desire for entrepreneurship – a 2020 Nielsen survey found that 54 percent of Gen Z stated a desire to start their own businesses – they also have the technical skills and social media savvy to support their business ventures.

This is a generation of entrepreneurial-minded individuals who crave the flexibility to try different things. Of course, flexibility is the bedrock of the direct selling business model. But flexibility alone won’t attract more Gen Zers to the industry.

How to appeal to Gen Z

A 2020 QuickPulse Report offered new insights into how direct selling companies are attracting Gen Z to the industry. Here’s how DSA member companies responded to this survey question: “What are you finding to be most successful in appealing to members of Gen Z?”:

  • 43% (the most common answer) say the use of digital/mobile/social media is the most successful in appealing to members of Gen Z
  • 14% say keeping things simple, easy, or quick is the best approach
  • 10% each mentioned the following:
    • Keeping prices or costs reasonable
    • Personalized service/building trusting relationships
    • New or quality products
    • Remote or flexible work
    • Having a cause or brand with a purpose

For more insights on attracting and retaining Gen Z, read the full Direct Selling Journal article here.