Over 50s Increasingly Attracted to Direct Selling

A new report from the Direct Selling Association has highlighted a significant rise in the numbers of sellers who are over 50. The figures for over 50s direct sellers have risen from 93,000 in 2009/10 to 120,000 this year, representing a rise of 29 per cent in the numbers of over 50s joining the ranks of direct sellers.

This is due to over 50s being especially hardworking and sociable; they prefer to be employed in this way rather than rely on benefits when they need to find alternative sources of income, "during financially challenging times" according to Paul Southworth of the DSA.

The Direct Selling Association represents companies such as Avon, Betterware, Kleeneze and the UK branch of the American company weightloss company Herbalife.

The core direct sellers in the industry are working mothers who need to work around the needs of their children. In the older people range now are the growing numbers of grandparents who care for grandchildren and need to work around their home commitments. Over 400,000 people are involved in the direct selling industry, now worth more than £2 billion to the UK economy in their substantial provision of part time earnings.

Managing Director of Herbalife Europe Ric Hobby said: "We are 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."

Chris Ball of the Age and Employment Network said: "Employers comment on the good communication skills of older workers, which are clearly helpful in selling. The retail world has identified that people of a particular age can be particularly useful in speaking to others in the same age range, so this may be an additional factor."

Mr Ball expressed doubts, however, that over 50s were entering the direct selling market through choice but instead thought that older workers might just be taking these selling jobs just to make ends meet in difficult times. He added that many well qualified people would do this type of work as they could not face idleness and unemployment.

He added: "Well done to the direct selling organisations – but let's hope that they give older job seekers a chance at higher levels in their organisations too."

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