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