By Susannah Schofield OBE
Director General, UK Direct Selling Association
Speaking recently at a major retail conference, I found myself reflecting on something that those of us in direct selling have understood for decades: when the world accelerates, human connection becomes more valuable — not less.
Across the conference presentations, there was much discussion about AI, automation, efficiency, and cost reduction. Retailers are investing heavily in technology to streamline operations, personalise marketing, and optimise supply chains. And rightly so. Innovation drives progress.
But running through every panel discussion and presentation was a quiet, recurring theme: in an increasingly automated marketplace, customers are craving something technology alone cannot provide — genuine human connection.
This is where direct selling stands apart.
For over 60 years in the UK, our channel has been built on relationships. Not transactions. Not algorithms. Not anonymous clicks. Relationships. The consultant who knows your preferences. The person who takes the time to explain, demonstrate, and reassure. The trusted voice who follows up, not because a CRM prompted them to, but because they genuinely care.
At the UK Direct Selling Association, we represent a sector generating around £1 billion in annual retail sales, supported by hundreds of thousands of independent sellers across the country. But beyond
Monthly Archives: March 2026
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North America is positioned as a key strategic pillar in the company’s global expansion, and this event demonstrated that the leadership infrastructure, field momentum, and corporate alignment are firmly in place.
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Direct Selling Association’s Statement on U.S. Dept. of Labor Proposed Worker Classification Rule
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Announcement Comes Days Before DSA Member CEOs Meet with Senior Administration Officials
Washington, D.C. – The Direct Selling Association (DSA) welcomes the recent announcement from the U.S. Department of Labor proposing a rule to clarify the distinction between employees and independent contractors under federal wage and hour laws.
The proposal would rescind the Department’s 2024 independent contractor regulation and restore an analysis grounded in economic reality and longstanding principles recognized by federal courts.
This proposal comes at an important moment for the direct selling channel. In the coming days, DSA member company CEOs will be in Washington, D.C., meeting with federal policymakers, including senior administration officials. This is part of ongoing engagement to ensure a broad understanding of how direct selling operates and the independence that defines the model.
“The Department of Labor’s proposed rule reinforces a fundamental distinction that has long defined direct selling: individuals choose to pursue building independent businesses on their own terms,”
said Dave Grimaldi, CEO of the Direct Selling Association.
“Direct sellers are not assigned work or directed in the manner of employees. They decide whether, when, and how to engage, and their success is driven by their own initiative. Clear and consistent standards grounded in economic reality help ensure