This month, the study targeted the UK, Spain, France, Germany and Poland, and while the research presented in this article focuses on the generational differences across Europe as a whole, the study also provided striking differences between each of these growing direct selling markets.
This month, we turn our energy to the insights gained on Leadership and Team Building. An interesting set of facts uncovered by the study is that this idea that everyone would want to build a team if only we rewarded it properly, marketed it well and encouraged them enough is simply not true for Gen Z and Younger Millennials.
This month, we turn our energy to the insights gained on Retention. An interesting set of facts uncovered by the study is that retention may be made up of even more elements than we may have previously thought. In particular, the research highlighted an increasingly strong correlation between recognition and retention.
This month, we turn our energy to the insights gained on Events and Incentive Trips. While we may not deliver as many shocking “a-ha”s in this area of insight, I challenge each of you to look closely at your programs through this lens and (perhaps ruthlessly) edit. Done well, you can see massive savings by not paying for duplicative rewards and increased productivity by focusing only on the most compelling offerings.
For the purposes of this study, recognition was really explored under the umbrella of “Motivations.” Meaning, we examined all the programs, communication, celebration and incentives that would most likely resonate for direct sellers to join, stay and thrive with direct selling companies. Interestingly, the differences between men and women were just as stark as the differences between generations.
As we shared consistently throughout this series, the news surrounding all generations is that EACH is radically different in how they want to be prospected, talked to and approached about direct selling opportunities. We have highlighted that a “One-Size-Fits-All” approach simply doesn’t work anymore, and that insight continues when it comes to compensation plans and the overall value proposition that each generation sees in direct selling.
As we shared consistently throughout this series, the news surrounding all generations is that EACH generation is radically different in how they want to be prospected, talked to and approached about direct selling opportunities. We have highlighted that a “One-Size-Fits-All” approach simply doesn’t work anymore, and that feedback is amplified when it comes to Training.
To gain a comprehensive understanding of the perceptions surrounding direct selling, the Direct Sales Generational Engagement Study was conducted by Bridgehead Collective and carried out by The Center for Generational Kinetics, led by President Jason Dorsey. In this series, we will be digging deeper into each of the survey categories, focusing this month on Recruiting and Prospecting as well as Motivations and Decision Criteria.
Letting go of what was and doubling down on what’s next. We’re experiencing a return to normal. Does this phrase sound familiar? The pandemic brought an unexpected boom to the direct selling industry. Many companies saw revenue increases and incredible growth. As the pandemic has eased, so too has that explosive growth. Only 18 companies made our 2023 list of companies who experienced three consecutive years of revenue growth.
To gain a comprehensive understanding of the perceptions surrounding direct selling, the Direct Sales Generational Engagement Study was conducted by Bridgehead Collective and carried out by The Center for Generational Kinetics, led by President Jason Dorsey. In this series, we will be digging deeper into each of the survey categories, starting right now with Perception of Industry and Channel.
How Gen X, Millennials & Gen Z really feel about direct selling. A first-of-its-kind study details how every generation of Americans across all genders, geographies and socio-economic levels perceive, engage with and measure success and opportunity in direct selling.