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 “hard-sell” models were cited as misaligned with Gen Z’s desire for autonomy, creativity, and values-based work.
KUALA LUMPUR, 16th March 2026 – A new study by the Direct Selling Association of Malaysia (DSAM), in collaboration with UKM Healthcomm, revealed a significant shift in the entrepreneurial aspirations of Malaysia’s 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.
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 “hard-sell” models were cited as misaligned with Gen Z’s desire for autonomy, creativity, and values-based work.
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’ 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’s 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.
“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.
Titled “Young People and Direct Selling: General Perceptions, Beliefs and Entrepreneurial Values,” 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.
“The 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,” said En. Zaihan Ariffin, President of DSAM.“By 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.
Corporate sectors worldwide are struggling to attract Gen Z talent, and the direct selling industry is no different,” 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’s 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 “Career Launchpad” for the 4.3 million independent distributors it represents.
Recognising that the future of the industry lies with younger Malaysians, DSAM hosted the “Gen Z” Convention and Entrepreneurs Awards 2025 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.
Following a record-breaking year in 2024—where the sector contributed RM34.4 billion to the national economy, a 7.4% year-on-year growth—Malaysia has solidified its position as a global powerhouse. According to the latest World Federation of Direct Selling Associations (WFDSA) 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.
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