Gen Z Turns to Direct Selling Amidst Global Employment Gap
A growing number of Gen Z individuals are embracing direct selling, particularly within the wellness sector, as traditional employment pathways struggle to meet the demands of a “stranded generation,” according to new reports.
The International Labour Organization reports that globally, one in five young people aged 15–24 are not in employment, education, or training, a gap exacerbated in the Asia-Pacific region. This trend is fueling a surge in entrepreneurial ventures among young adults, with over half of those surveyed in a recent Gen-Z Entrepreneur Report expressing interest in starting a business. Direct selling offers a low-barrier entry point, providing built-in training and community support. “At QNET, we are in the perfect place to offer aspiring Gen Z entrepreneurs an opportunity that resonates with their deeply held values,” says Trevor Kuna, Chief Marketing Officer at QNET.
The appeal lies in the model’s flexibility, digital-first nature, and alignment with Gen Z’s values, particularly in the booming wellness market. The Asia Pacific region led the world in direct selling in 2024, accounting for 44.2% of the market share, with health and wellness products comprising 36.2% of sales. This shift reflects a broader trend of young people seeking multiple income streams and control over their work-life balance, a consequence of economic uncertainty and a changing social contract. For example, 19-year-old Indonesian college student Mario Raharja shared, “I bought the Chi Pendant 4…and it’s been a game-changer for me. It has improved my sleep and given me more energy.”
Industry leaders are responding to this generational shift, emphasizing authenticity and community. Frank Lamberti, Chief Commercial Officer at Herbalife, notes that Gen Z is “embracing side hustles and starting small businesses due to economic uncertainty.” Experts suggest that supporting these entrepreneurial endeavors through policy changes and educational initiatives could be crucial for economic growth; learn more about the ILO’s work on youth employment. This trend could reshape the future of work, moving towards more distributed and values-driven models, as discussed in this Entrepreneur article on the gig economy.
Officials are calling for increased support for young entrepreneurs and a reevaluation of traditional employment structures to accommodate the evolving needs of the workforce.
