Gen Z is Just Not That Into You: Why Direct Sales Needs to Rethink Recruitment for the Newest Workforce Generation

According to Lending Tree, 58% of Gen Z has a side hustle, and nearly half intend to keep it as a long-term commitment. This gig-oriented mindset presents a unique challenge for direct sales organizations hoping to attract this generation into their ranks. While direct sales might seem like an ideal match for those seeking flexible, entrepreneurial opportunities, the reality is that Gen Z is simply choosing other paths. The good news is, there are strategies that can help bridge this gap and make direct sales more appealing to Gen Z. We’ll go over those with some next actions below.

Why Gen Z is Passing on Direct Sales

While side gigs have always been around, the range of options for earning extra income was much more limited for previous generations. Now, it feels like new side hustle opportunities are popping up every day, offering Gen Z endless ways to earn on their own terms. Around every corner lies a world of options that cater to their desire for flexible, authentic, and hassle-free income. Here are a just a few reasons why direct sales companies are losing out:

1. Convenience of the Gig Economy

The modern gig economy provides a wealth of easy, quick-access income streams. Platforms like Etsy, Uber, and Care.com make it simple to jump in, work on one’s own schedule, and get paid without the complexities of building a customer base or generating interest. Selling handmade crafts, babysitting, dog-walking, and food delivery require minimal investment, few interpersonal challenges, and have demand built-in. It’s a sharp contrast to direct sales, which demands recruiting, marketing, and selling—tasks that today’s gig work platforms essentially handle for them.

2. Outdated Perceptions and Outdated Recruiting Strategies

For many in Gen Z, direct sales may still conjure images of door-to-door product demos or high-pressure “opportunity” meetings. It’s an industry that has yet to shed its old-school image, and while awareness has grown, it hasn’t adapted to match the ease and transparency of digital gig work. The Bridgehead Collective found that 85% of Gen Z prefers learning about opportunities through YouTube or similar video platforms. Yet many direct sales companies continue to rely on traditional methods that can feel disconnected and overly complicated. Improvements for your organization in this area have huge upsides and require little effort.

3. Flexibility and Low Commitment Appeal

Unlike traditional jobs or even direct sales, where income often correlates with dedication, Gen Z prefers a portfolio of part-time gigs that allow them to switch tasks, brands, and even industries at a moment’s notice. As mentioned above, direct sales typically requires building relationships and maintaining consistent activity, which might feel like a “marriage” in a workforce increasingly favoring casual, commitment-light engagements. Many gig platforms offer low barriers to entry, minimal investment, and high flexibility—making them attractive for a generation with short attention spans and little tolerance for rigid commitment.

So, How Can Direct Sales Win Gen Z?

Below are a few strategies direct sales organizations can adapt to better meet the values and work styles of the newest generation of workers.

1. Simplify the Experience

Gen Z wants a side hustle that’s as straightforward as driving for Uber. Think about it: Uber takes care of the complicated parts, so drivers can just focus on driving. They don’t have to worry about finding passengers, negotiating prices, handling payments, or planning the best route. All they do is tap a button to say they’re ready, and Uber’s app takes care of the rest. So, ask yourself: what are the time-consuming tasks we could handle for our consultants to make their experience just as hassle-free?

Here are some actions you can take to improve this for your organization:

1. Take inventory of what resources you have for consultants. Think video here. Do you have a YouTube channel with playlists broken up into categories like “Getting to know us”, and “How our consultants make money with us”?
2. If you have the content, great! You’re 75% of the way there! If you don’t, set out a plan to create content in small chunks. Don’t overthink it and don’t overdo it! You don’t need to rent out a studio and get paid talent to be the spokesperson. Gen Z wants authenticity, and there is nothing more authentic than opening a laptop and hitting record.
3. Next, consider how easy is it for consultants to share these videos without being worried they won’t get credit for their sales.
4. Finally, think about how much effort is required after the user watches the content. Is there a clear path for the viewer to get started? How much follow-up is required by the consultants to get the customer to go to the next action?

2. Be Where They Are

Meet them on their platforms. Most of Gen Z spends considerable time on Instagram, TikTok, and YouTube. Equip your reps with tools that make sharing and promoting the opportunity easy on these platforms, and make sure your recruitment messaging is aligned with the style and tone of content native to these channels. Importantly, streamline the sign-up process.

Here are actions you can take:

1. Follow the Trend, Don’t Start It. Instead of trying to create something completely original, tap into what’s already popular.

3. Provide Flexible Engagement Options

Recognize that Gen Z isn’t looking for a “job for life” but a side hustle that complements their existing interests. Not every recruit is aiming for top-tier sales or leadership roles, and that’s okay. Design your program to reward small successes and incremental involvement.

Here are some actions you can take:

1. Define the smallest possible action a consultant can take to grow their business.
2. Make that action easy and accessible for everyone you can.

Final Thoughts

Gen Z is clearly different from any previous generation, with a preference for flexibility, authenticity, and low barriers to entry in their work choices. To attract them, direct sales companies need to adapt—simplify the onboarding, use digital platforms to spread awareness, and encourage participation without the need for significant time commitments.

If you’re interested in exploring this more or discussing ways to pivot, let’s connect. The future of direct sales might just hinge on embracing the gig economy with open arms.