The research shows that Gen Z is driven primarily motivated by self-development, flexibility, and purpose. However, the focus group discussion revealed persistent skepticism toward direct selling, which many participants perceive as overly transactional and sales-driven rather than a credible entrepreneurial pathway. Traditional \u201chard-sell\u201d models were cited as misaligned with Gen Z\u2019s desire for autonomy, creativity, and values-based work.<\/p>\n
KUALA LUMPUR, 16th March 2026 \u2013 A new study by the Direct Selling Association of Malaysia (DSAM)<\/a>, in collaboration with UKM Healthcomm, revealed a significant shift in the entrepreneurial aspirations of Malaysia\u2019s Generation Z (Gen Z). More than 80% of respondents aged 18 to 28 expressed high interest in pursuing entrepreneurship within the health and wellness sector.<\/p>\n The research shows that Gen Z is driven primarily motivated by self-development, flexibility, and purpose. However, the focus group discussion revealed persistent skepticism toward direct selling, which many participants perceive as overly transactional and sales-driven rather than a credible entrepreneurial pathway. Traditional \u201chard-sell\u201d models were cited as misaligned with Gen Z\u2019s desire for autonomy, creativity, and values-based work.<\/p>\n The Ministry of Domestic Trade and Cost of Living (KPDN) supports a strategic focus on Gen Z, which is recognised as a key driver of current economic dynamics. YBhg. Dato\u2019 Seri Mohd Sayuthi bin Bakar, Secretary-General of KPDN, described Gen Z as a generation that is not only digitally and socially literate, but also has a progressive entrepreneurial spirit. This group\u2019s ability to master digital platforms and build personal brands that can penetrate the global market provides a competitive advantage for the future of the industry.<\/p>\n “I commend DSAM’s continued efforts in empowering Gen Z. This initiative sends a clear message that the sustainability of the direct selling industry now depends on young people’s innovation, digital competence, and creativity. It is a call for transformation so that all industry players remain relevant in meeting the needs of the next generation of consumers,” he commented.<\/p>\n Titled \u201cYoung People and Direct Selling: General Perceptions, Beliefs and Entrepreneurial Values,\u201d the study was commissioned by DSAM and conducted with UKM Healthcomm, UNICEF, and the C4D Centre using a mixed-method approach. It highlights a global challenge: while Gen Z is highly entrepreneurial, they are increasingly resistant to traditional business structures.<\/p>\n \u201cThe findings offer a clear roadmap for industry evolution, showing that Gen Z values purpose, personal growth, and digital integration, areas where modern direct selling can excel. However, it can only become a genuine career launchpad if the industry evolves,\u201d said En. Zaihan Ariffin, President of DSAM.\u201cBy partnering with UKM and receiving guidance from KPDN, we are transforming direct selling into a value-driven career pathway that resonates with the aspirations of young Malaysians.<\/p>\n Corporate sectors worldwide are struggling to attract Gen Z talent, and the direct selling industry is no different,\u201d Zaihan added. The UKM report applies the COM-B behaviour change model (Capability, Opportunity, and Motivation) to call for a fundamental reframing of direct selling\u2019s value proposition. The findings show that while Gen Z strongly embraces entrepreneurship, they resist rigid, hierarchical models, prompting the industry to move beyond traditional recruitment toward transparent, ethical, and skills-based engagement. In response, DSAM is guiding its 165 member companies to align with digital leadership and marketing practices, repositioning direct selling as a credible \u201cCareer Launchpad\u201d for the 4.3 million independent distributors it represents.<\/p>\n Recognising that the future of the industry lies with younger Malaysians, DSAM hosted the \u201cGen Z\u201d Convention and Entrepreneurs Awards 2025<\/a> in the last quarter of 2025. The event marked a strategic pivot toward inclusive, tech-driven entrepreneurship, featuring a new Gen Z Awards category to recognise young high-achievers. The convention also featured insights from diverse panel speakers, including a chess master trainer, an e-sports consultant, a psychologist, a content creator, and a university professor.<\/p>\n Following a record-breaking year in 2024\u2014where the sector contributed RM34.4 billion to the national economy, a 7.4% year-on-year growth\u2014Malaysia has solidified its position as a global powerhouse. According to the latest World Federation of Direct Selling Associations (WFDSA)<\/a> report, Malaysia now ranks as the 5th largest global market and the 3rd largest in the Asia- Pacific region. Most notably, Malaysia leads the world in market penetration at 2.28%, surpassing developed economies such as the United States, South Korea, Germany, China, and Japan.<\/p>\n