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
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Project 100 Concludes with Record 130 Live Business Events Across Europe in Five Weeks
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Record-setting initiative revives human connection and leadership development in the age of AI
Project 100 officially concluded today, marking an extraordinary milestone, 130 live business and leadership events across eight European countries in just five weeks. The record-breaking scale and execution of this initiative have attracted international attention, positioning it among the largest coordinated business tours undertaken in recent years.
Launched on September 15, the initiative set out to “bring business back to its roots” by restoring face-to-face learning and community building to an industry increasingly shaped by automation and virtual meetings. What began as a goal of 100 events became a Europe-wide movement that united more than 8,000 participants and demonstrated that while technology accelerates growth, genuine leadership still begins in real-world connection.
More than 30 international leaders, each ranked Diamond or higher, coordinated the tour, including Giorgio Trabaldo, Andrea Traina, Mauro Boccomino, Matteo Bianco, Dario Centini, Gianluca Bardella, Dylan Dagani and Stefano Frontino. Together they hosted events in Italy, Greece, the United Kingdom, Bulgaria, Spain, Portugal, the Czech Republic and Slovakia, marking one of the most extensive leadership training tours seen in the sector.
“There’s something leaders in this industry often forget: it’s the leaders who set the pace for the team,