Written by Susannah Schofield OBE. Susannah is the Director General of the UK Direct Selling Association. A passionate advocate for women and young people in business, Susannah was awarded an OBE for her work in this area in the 2015 Queen’s Honours List. As well as being a published author, Susannah has also lectured for various universities.
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The conversation around young people and work is changing.
For previous generations, career progression often followed a relatively straightforward path: education, employment, promotion. Today, however, young people are entering a labour market shaped by economic uncertainty, technological disruption and changing attitudes towards work. Increasingly, younger generations are prioritising flexibility, autonomy and purpose alongside financial security.
At the same time, there is growing concern about the number of young people who are struggling to find their place in the workforce. The UK Office for National Statistics recently outlined that the number of young people not in work or education is at a 12-year high, and persistent skills gaps as well as reduced access to traditional career pathways are leaving many young people unsure where to start.
For a generation navigating economic uncertainty, debt, and a rapidly evolving labour market, the idea of a stable, linear career is no longer guaranteed – nor, in many cases, even desirable.
A Flexible Route Into Enterprise and Entrepreneurship
Direct selling has always offered something different from conventional employment. It provides individuals with the opportunity to earn an income on their own terms, while building practical business skills, often with the flexibility to work around education, family responsibilities or other commitments.
What makes the model particularly relevant today is its accessibility. Young people are increasingly exploring alternative ways to earn money and develop professionally. Some already operate in the creator economy, using social media platforms to build audiences, promote products and develop personal brands. Direct selling provides a structured environment in which these entrepreneurial instincts can be developed further, supported by established companies, training resources and experienced mentors.
Unlike launching a business entirely independently, direct selling enables individuals to start with recognised products, proven systems and ongoing support. This reduces many of the barriers traditionally associated with entrepreneurship while still allowing individuals to develop commercial confidence and experience.
Learning by Doing
One of the greatest strengths of direct selling is that it delivers real-world learning. Successful direct sellers develop skills that remain valuable regardless of the career path they eventually pursue. Whether communicating with customers, managing finances, creating digital content or building relationships online, participants gain hands-on experience that cannot always be replicated in a classroom environment.
They learn to manage their own time, set goals, solve problems and adapt to changing circumstances. They develop resilience when things do not go to plan and confidence when their efforts generate results.
These are precisely the kinds of transferable skills that employers consistently seek and that young people can carry with them throughout their working lives.
Importantly, direct selling gives individuals the opportunity to take ownership of their progress. Success is built through effort, initiative and consistency, providing valuable lessons about responsibility and self-motivation.
The Rise of Social Commerce
The growth of social commerce has further strengthened the relevance of direct selling for younger generations. Today’s consumers increasingly discover products through online communities, recommendations and trusted peer-to-peer recommendations. This behaviour aligns closely with many of the strengths that have always underpinned direct selling: relationship building, authentic product advocacy and personalised customer experiences.
Younger direct sellers are often particularly adept at using digital platforms to connect with customers and share content in creative and engaging ways. As the lines between content creation, community building and commerce continue to blur, direct selling offers a natural environment in which these skills can be put to productive use.
For direct selling companies, attracting and supporting younger entrepreneurs is therefore not simply about recruitment; it is also about ensuring the channel continues to evolve alongside changing consumer expectations.
The Importance of Support and Community
Another distinguishing feature of direct selling is the support network that accompanies the opportunity. The most successful organisations invest heavily in training, mentoring and community-building, providing support structures that help individuals develop professionally while providing encouragement, guidance and access to shared experience.
For young people who may not yet have established professional networks, this can be particularly valuable. Learning from experienced business builders, sharing best practice and celebrating achievements collectively all contribute to personal and professional development.
At a time when many people are seeking greater connection, purpose and belonging in their working lives, the community aspect of direct selling should not be underestimated.
Challenging Outdated Perceptions
Despite considerable evolution within the sector, outdated perceptions of direct selling still persist. The reality is that today’s direct selling landscape increasingly reflects broader changes in how people want to work and build careers. Flexible working, portfolio careers, influencer marketing, digital entrepreneurship and social commerce are no longer fringe concepts; they are becoming mainstream features of the modern economy.
The sector has an opportunity to communicate this more effectively, particularly to younger audiences who may not immediately recognise direct selling as a pathway into entrepreneurship and skills development. By highlighting the experiences of successful young entrepreneurs and demonstrating the breadth of opportunities available, the industry can help reshape perceptions and attract the next generation of business builders.
Looking Ahead
At a challenging time for young people looking to enter the world of work, direct selling can play a valuable role. By offering a low-risk, low-cost route into entrepreneurship, it enables young people to build confidence, develop transferable skills, earn an income, and test business ideas within a supportive framework.
As policymakers, educators and employers consider how best to prepare young people for the future of work, entrepreneurship and direct selling both deserve greater recognition as part of the solution.
For many people, direct selling provides much more than an additional income stream. It offers a platform for personal growth, commercial development and entrepreneurial discovery.
And in a world where careers are becoming increasingly flexible and self-directed, those opportunities may prove more valuable than ever.
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