THE EUROPEAN SPIRIT OF DIRECT SELLING IN A POST PANDEMIC ERA By Beatrice Nelson Beer, Chief Legal Officer, PM International, and President, Seldia
T
he past couple of years have been defining for Europe and the world. As the pandemic brought forth challenges we could not have imagined, direct selling leaders used the opportunity to adapt, modernize, and transform into a more diverse industry. Direct selling demonstrated an impressive ability to thrive in difficult conditions during this unprecedented period. Our channel’s ability to innovate changed our entire industry’s land-scape. Opportunities in Our Sector The pandemic emphasized the necessity and power of digital platforms and emerging technologies. Companies and distributors had to find new ways to reach customers. A robust presence online became a powerful tool for interacting with the field. Companies had to quickly modernize their logistics, communications, and business practices to make way for this new digital-first approach. Where digital resources were once an advantage, now they are a must. In Europe, we see innovation with a renewed sense of energy not experienced in a long time. People are ready for a new normal. Companies in Europe have transitioned to virtual content as well as in-person experiences and, as restrictions lighten, to hybrid meetings and events. The distributor salesforce embraced new ways of doing business by taking full advantage of their online presence. We know we feel a special energy when we get together in person at meetings, gatherings, and events. Online has its advantages, too, now that direct selling companies have revolutionized the tools for working from home. New customers are only a video call away!
More than 6.6 million people are active in direct selling in the EU, and 79 percent are women.iv In a world where remote working is the new norm, we have an opportunity to offer women a better work–life balance.
The pandemic created another opportunity for many of our companies that have caring for health as core to their purpose. According to Seldia’s Direct Selling in Europe 2020 Statistics Overview, the EU wellness market—with 57 percent of total sales—is the biggest for our industry, followed closely by cosmetics and personal care products. With approximately 27 billion Euros a year,i this is a significant segment of the industry! The statistics for 2021, to be published at the end of June, will provide an interesting picture of the second year of the pandemic. This labor crisis exposed by the pandemic emphasizes the need for EU countries to develop proactive gender policies. According to a case study commissioned by the European Parliament’s Policy Department for Citizens’ Rights and Constitutional Affairs, “These two years of pandemic have translated into an increase in female unemployment rates.”ii The European Commission stated that the situation for women in the labor market is that their responsibilities as a parent or as a caregiver of family relatives are obstacles and the most likely explanation for why women only work part-time jobs.iii dsa-dsj.org
43
