IN THE NEWS
Why Gen Z Is Betting on Direct Selling and Why That Matters for the Future of Work
How digitally native entrepreneurs are turning the USD 400 billion wellness direct-selling sector into a new pathway to economic independence
The narrative around Generation Z often focuses on what they’re up against: mounting student debt, volatile job markets, and an uncertain economic future. But there’s another story unfolding, one where Gen Z isn’t waiting for traditional employment structures to adapt. Instead, they’re creating their own opportunities, and direct selling has emerged as an unexpected catalyst.
This isn’t your parents’ network marketing. Today’s direct-selling landscape, particularly in the wellness sector, looks radically different from a decade ago. It’s digital-first, values-driven, and increasingly built around genuine product enthusiasm rather than aggressive recruitment. And Gen Z, the first generation to grow up entirely online, is uniquely positioned to thrive in this environment.
Industry-Wide Momentum
This generational shift isn’t confined to one company. Herbalife, another global wellness leader, sees a similar trend. “Younger generations are embracing side hustles and starting small businesses due to economic uncertainty, a desire for flexibility, and a greater interest in pursuing a passion or hobby,” says Frank Lamberti, Chief Commercial Officer at Herbalife. A Herbalife-commissioned study found that Gen Z holds the most positive outlook on entrepreneurship, twice as optimistic as Baby Boomers.
“At Amway, we care deeply about entrepreneurship. That’s because expanding American business ownership has always been part of our DNA. When more Americans are interested in going into business for themselves – and, importantly, feel they have the support and resources needed to take the leap – the entire economy reaps the benefits”, says Andrew Schmidt, Managing Director at Amway North America.
Together, these companies illustrate how a once traditional industry is evolving for a generation that values authenticity, flexibility, and community.
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