The DSA Evolution: More voices. More stories. More influence.
The May 2026 DSA bi-monthly industry resonated with its evolving advocacy strategy to ramp up the decibels… get loud with stories to exert direct selling’s collective influence.
Leadership opening and rising engagement
Participation and visibility continue to escalate
DSA’s CEO, Dave Grimaldi opened the update by describing what is fast becoming a meaningful shift in engagement levels.
Participation is escalating. Member companies are leaning in. CEOs are showing up. The multi-millions of direct selling’s entrepreneurs are becoming more visible and vocal.
DSA leadership repeatedly framed the current momentum as increasingly dynamic over previous years, describing stronger alignment and broader participation across advocacy, communications, standards, education, and member engagement efforts.
Storytelling takes center stage
Advocacy, not just messaging
Note… Legislation is always top of mind and attention. And it’s storytelling that headlined this update.
Specifically, storytelling as “advocacy infrastructure.”
Anti-MLM conference reference point
Visibility and industry perception
One moment drew particular attention: the recent anti-MLM conference at the College of New Jersey.
Rather than viewing criticism as a setback, DSA framed something else as the takeaway.
According to the update, DSA itself became a central topic of conversation, referenced roughly 70 times across discussions tied to advocacy efforts, standards work, storytelling campaigns, and industry visibility.
DSA’s interpretation?
“We are making appropriate noise.”
That phrase may end up becoming one of the defining strategic concepts of 2026.
Data is not enough
Real distributor experiences at the center
The association increasingly leverages that facts alone are not enough. Data matters. Compliance matters. Research matters. AND… it’s the real distributor experiences that are becoming the centerpiece.
DSA’s “story sharing” initiative continues building around one core message: protecting the right to choose independent work over traditional employment.
Member companies were encouraged to activate their legions of distributors, encourage video submissions, and surface authentic stories from independent sellers about flexibility, entrepreneurship, and economic participation.
Why storytelling matters
How influence is shaped
The logic is straightforward …
Regulators debate policy.
Lawmakers debate frameworks.
People respond to people.
DSA leadership repeatedly emphasized that the independent distributor explaining their own experiences carries more weight than organizational talking points ever could. The Association increasingly sees itself less as “the voice” and more as the amplifier.
Legislative urgency continues
Policy pressure across multiple states and federal levels
There is continuing legislation urgency.
Independent contractor classification remains one of the defining policy conversations facing the channel. California continues to present challenges. Delaware negotiations continue. New Jersey remains active. Federal conversations around labor standards and classification frameworks are ongoing. FTC attention remains elevated, particularly toward bad actors operating inside the field. The message coming from Washington felt clear: participation is no longer optional spectator sport territory.
CEO alignment is increasing
Voice, story, and representation
Another signal worth watching is CEO alignment.
DSA highlighted growing executive participation, including peer-to-peer CEO engagement initiatives designed to reinforce why industry involvement matters.
One quote that stuck during the update captured the philosophy well:
“What DSA needs more than your money is your voice, your story, your representation.”
That may be the most important sentence from the entire meeting.
Because underneath website rebuilds, Direct Talks programming, Capitol Hill fly-ins, compliance education, certification initiatives, research development, and communications campaigns resides a broader reality.
Direct Selling is defining itself before someone else defines it first.
Direct Selling Day on Capitol Hill
A growing annual focal point
The September 23rd Direct Selling Day on Capitol Hill is shaping up to be a major focal point.
DSA leadership described lawmakers increasingly expecting the event annually, with direct sellers themselves positioned as the strongest advocates for the channel’s value proposition.
Education and programming expansion
Operational excellence and future topics
There was also continued emphasis on education and operational excellence.
Recent Direct Talks programming featuring Pampered Chef pulled back the curtain on product development, supply chain execution, training strategy, and field enablement.
Future programming is expected to explore AI, CMO leadership perspectives, and data-driven growth conversations.
Core takeaway
Participation drives influence
The broader signal here feels increasingly clear.
Even more than Direct Selling’s next chapter continuing focus on compliance frameworks, lobbying efforts and economic studies…
We win through DSA participation!
More voices.
More stories.
Will result in more influence.
theJuice (Brett and Kate!) extends its gratitude to all of the DSA/DSEF staff for their dedication to our Direct Selling community… Dave Grimaldi, John Webb, Brad Reichard, Calissa Gordon, Gary Huggins, Tamara Ingram and Kimberly Harris Bliton.
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