This established business model is becoming the answer to employment for Generation Y.
Born between 1981 and 1996, most millennials cannot remember a time before the internet, smartphones, and social media. They are the first digital natives, growing up fluent in technology, constantly connected to an ever-shrinking world, and with instant access to more information than any previous generation.
Today, millennials and their younger counterparts, Gen Z, live lifestyles that revolve around their affinity for connectivity, cross-border social circles, and technological skills that have revolutionised how we act, communicate, and work.
For the first digital natives, the way they interact and perceive the world is vastly different compared to previous generations – this is especially so in the workplace, where millennials do not see their jobs as something they do for a paycheck.
Compared to previous generations, millennials do not expect to hold a stable job over their lifetime: they look for what feels worthwhile and can complement their values and lifestyle choices.
This diminishing interest in career stability in favour of personal development and work flexibility has led to the boom of many independent start-ups within the gig economy.
The direct selling industry, which is perhaps the oldest type of gig business that relies on

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