DSEF Publishes Findings from Consumer Survey

The Direct Selling Education Foundation (DSEF) announced the release of the latest Journal of Direct Selling Research (JDSR), featuring a groundbreaking consumer attitudes study conducted by Ipsos for DSEF.

The new research highlights a sharp rise in consumer trust and interest in direct selling, providing fresh insights that build on the recently released 2025 Direct Selling Growth & Outlook Survey.

The study, Direct Selling Consumers: What They Think, Why They Buy and Why They Join, reveals that positive consumer perceptions of direct selling have increased 21% since 2019. Four out of five US consumers now report a neutral to favorable opinion of purchasing from direct sellers, and more than a quarter say they are more likely to buy from a direct seller today compared to just a few years ago.

“Consumers are telling us they see direct selling not just as a way to buy products, but as a way to support local entrepreneurs and engage in more meaningful shopping experiences,” said Dave Grimaldi, CEO of the US Direct Selling Association (DSA). “These findings affirm that the channel’s human connection and community roots are what set it apart in today’s retail landscape.”

Among the study’s findings:

• 77% of respondents want flexible work options that allow them to set their own schedules and balance personal and professional responsibilities.
• One in three expressed a specific interest in direct selling as a pathway to entrepreneurship.
• Earning extra income was cited as a top motivator, followed by personal development, independence, and turning passions into profit.

“This data is both timely and powerful,” said Lisa Gudding, President of Strategic Growth at Ipsos who co-authored the study with Monica Wood, Vice President Consumer and Membership Insights at Herbalife and Chair of the DSEF Industry Research Committee. “Consumers increasingly want flexibility and entrepreneurial choice, and direct selling is well-positioned to deliver on both. The 21% increase in positive perceptions shows that trust in the model is rising and that Americans are open to this channel as a modern retail option.”

“Taken together, the Growth & Outlook Survey and this consumer attitudes research give us the clearest picture yet of where the channel stands and where it’s headed,” Dave Grimaldi added. “Direct selling continues to adapt, innovate, and align with consumer values—and this work gives policymakers, media, and business leaders the data they need to understand that reality.”