Direct selling industry sees 29% increase in over 50s recruits
Rise attributed to older people looking to supplement retirement income through flexible part-time work

Tuesday 12th July 2011, Northampton: The Direct Selling Association (DSA) today reported an emerging trend across its industry as new research by the organisation shows a 29% increase in the number of over 50 year old direct sellers over 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 earnings around family commitments.

Direct selling, which is worth £2billion 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, the trade body that represents the UK’s major direct selling companies including 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, a 29% increase in numbers in this age bracket.

Paul Southworth, Director General of the DSA says: "Recent statistics have shown that unemployment is falling, but over 50s are struggling to get back into work, with 44% of unemployed over 50s having been out of work for over a year. 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."

"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 traveling the world or caring for grandchildren."

Ric Hobby, Managing Director of DSA member company Herbalife Europe said: "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. 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."

Direct selling is where goods are sold direct to customers out of the traditional fixed retail environment. Direct selling is a flexible option, and allows individuals to start their own businesses with minimal outlay (typically £100 start-up costs), allowing people to work the hours they choose with no dependency on the traditional jobs market.

The Direct Selling Association is the trade body for the industry, responsible for promoting the sector and regulating member companies. All DSA member companies sign its Code of Conduct – an independently administered set of guidelines that are approved by the Office of Fair Trading.

The code ensures that direct sellers and customers can be safe in the knowledge that any member company will uphold the integrity of the industry.

-Ends-

Further information:

• Interviews
• Case studies of 50+ direct sellers throughout the UK
• Images

Please contact Rachel Brewin or Annabel Parkinson at CubanEight
Tel: 01869 238089
Email: rachelbrewin@cubaneight.com or annabelparkinson@cubaneight.com