Why Generation Z is choosing Direct Selling

We are experiencing a silent but profound transformation in the way we view work, success, and the future. Leading this change is Generation Z—young people born between 1997 and 2012—who are entering the world of entrepreneurship with new priorities, new values, and a clear desire to do things differently.

They grew up in a digital world and are not content to follow paths laid out by others. They seek impact, purpose, and freedom. And this is exactly where direct selling comes into its own.

For this generation, entrepreneurship is not just about creating income – it’s about creating meaning. They don’t just want to “have a job,” they want to make a difference. And increasingly, they see direct selling as a platform for freedom and expression: of identity, values, and lifestyle.

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in Revista Marketeer. By Sandra Silva, President of the Portuguese Direct Selling Association