Is it time to retire the words that built our industry? blog about direct selling vocabulary

Recently, I had a conversation with my 27-year-old, Gen Z granddaughter that stopped me in my tracks. I raised her. She’s no stranger to our business model (aka… direct selling, multilevel marketing, network marketing, etc.). So, when out of the blue she commented, “you all really need to think of a new name,” I was a bit shocked! (Interestingly, “affiliate marketing” was a non-starter, as well).

Her comment was absolute. In her mind, those words carried baggage that no amount of explanation was likely to overcome. That conversation left me wondering whether our industry's greatest challenge isn't compensation plans, social selling, AI or even recruiting.

Perhaps our biggest challenge is our vocabulary.

For decades, we've used terms like direct selling, network marketing and multilevel marketing to describe our profession. Within the industry, we know those labels describe business models, compensation structures and distribution channels. Outside the industry, however, they often communicate something entirely different.

To many younger consumers … and increasingly to professionals as well … those same words evoke outdated stereotypes, questionable opportunities or the endless stream of internet horror stories that have become part of popular culture.

Fair or unfair, perception very much appears to be our reality.

The irony is that the underlying business model has evolved dramatically.

Today's independent brand partners create content, educate customers, build communities, host livestreams, recommend products, generate referrals and earn commissions. Sound familiar?

It should.

Those same activities are celebrated elsewhere as creator commerce, ambassador programs, influencer partnerships and social commerce. In many cases, the difference isn't what people do. It's what we call it.

So perhaps it's time to ask a provocative question.

Have we become so attached to the language of our past that we've made it harder to describe our future?

Imagine introducing someone to "relationship commerce" instead of "network marketing."

Or "community commerce" instead of "multilevel marketing."

Would those names better describe what successful organizations actually do today? More importantly, would they better reflect how customers experience the business?

This isn't a call to disguise the industry or run from its history. Authenticity still matters. Transparency always will. But every industry evolves its language as markets, technology and consumers evolve.

We no longer speak about "electronic data processing." We talk about information technology. We don't advertise "mail-order catalogs." We talk about e-commerce.

Language changes because the world changes. Perhaps ours should, too.

The next generation isn't rejecting entrepreneurship. Quite the opposite. They're embracing creator businesses, side hustles, affiliate income, personal brands and community-driven commerce with remarkable enthusiasm. (Read NEW Economy, by John T. Fleming)

Maybe they aren't rejecting the model; maybe they're rejecting the label.

As our industry looks toward its future, perhaps the question isn't whether direct selling still has relevance. Perhaps the better question is whether the words we've used for decades still serve the businesses we're trying to build.

I'd love to hear what you think. If you had the opportunity to rename our industry today, what would you call it?

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