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The attitude of American consumers and the growth of direct selling

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Epixel MLM Software
The attitude of American consumers and the growth of direct selling


Direct selling is a booming industry in the United States. It's an excellent way to start your own business or supplement an existing one. The American attitude toward direct selling has been changing over the years and so have their views on direct selling. The upcoming generations are adapting well to this type of business model with open arms because it allows them more flexibility and freedom. The United States alone saw a 60% increase in the number of people involved in direct sales between 2012 and 2016, totaling over 16 million individuals. A study done by Mary Kay showed that 85% of Generation Z are interested in working as independent consultants.


Millions of Americans have quit their jobs, begun new ones, or restarted their careers as a result of the economic downturn. 47.4 million Americans will be unemployed by 2021. The US Bureau of Labor Statistics reports that 3.95 million workers quit their employment per month, a new high. According to a Goldman Sachs study, baby boomers made up 70% of the five million workers who lost their jobs as a result of the pandemic. The widespread departure has been worsened by companies replacing them with younger employees or choosing for early retirement.


With the recent economic downturn, Americans' perceptions about direct selling have shifted dramatically. People's spending habits are changing as they place a greater emphasis on enjoying life to the fullest and searching out opportunities for fun rather than materialistic items. According to a Gallup poll, 59 percent of Americans aspire to start their own business someday, up from 59% five years ago. This demonstrates that Americans have a stronger desire for independence. Direct selling has changed to account for this shift in mindset by focusing more on lifestyle products and services. As direct sellers adapt to these developments, many have abandoned door-to-door sales strategies, believing that consumers are no longer interested.



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