DIRECT SELLING SEES BIG INCREASE IN OVER-50S RECRUITS

Age group increasingly attracted to these opportunities, according to the Direct Selling Association

A new report by the DSA reveals there has been a 29 per cent increase in the number of over-50-year-old direct sellers in the last year.

The trend represents a major new demographic within the industry, whose core direct sellers are traditionally working mothers looking to fit flexible earning opportunities around family commitments.

Direct selling, which is worth £2 billion annually to the UK economy, is the UK’s largest provider of part-time earning opportunities, with over 400,000 people involved in the industry.

Estimates by the DSA, which represents major direct selling companies such as Avon, Kleeneze and Betterware, suggest that there are currently 120,000 over-50-year-old direct sellers in the UK, compared to 93,000 in 2009/10.

“Recent statistics have shown that unemployment is falling, but over-50s are struggling to get back into work, with 44 per cent of unemployed over-50s having been out of work for over a year,” says Paul Southworth, director general of the DSA.

“In terms of quality of life, from what our member companies tell us, many in the plus-50 age bracket enjoy the social side of direct selling, which allows them to continue to work and network with a variety of people.

“Over-50-year-olds are making a valuable addition to the direct selling industry, bringing with them a wealth of life and business experience.”

Southworth adds: “Direct selling is thriving as an industry, with strong sales throughout the recent recession, and this trend for over-50s entering the industry in growing numbers is significant.

“It is an attractive option to this age group, allowing them to manage their own business with minimal outlay as well as generate an income.

“The flexible working hours allow direct sellers to fit it around other commitments they may have, whether that’s travelling the world or caring for grandchildren.”

“We’re certainly seeing a growing number of older people applying to become direct sellers with Herbalife, many motivated by social as well as economic drivers,” says Ric Hobby, managing director of DSA member Herbalife Europe.

“It will be interesting to see if this trend continues to develop or if it is a temporary result of the recent squeeze on pensions and standards of living alongside increasing living costs.”