#CulturePH - Filipinos Show High Awareness and Trust for Direct Selling
If you're curious about the world of direct selling, you'll be thrilled to hear about the latest findings from Herbalife's Asia Pacific Direct Selling Survey. This survey reveals some fascinating insights into how Filipinos perceive direct selling, and it turns out that the Philippines leads the way in understanding and trusting this business model.
High Awareness and Trust
According to the survey, a whopping 95% of Filipino respondents correctly identified direct selling as a method of selling goods or services directly to consumers through personal contact, without the need for a permanent retail premise. This level of understanding is the highest among countries in the Asia Pacific region. Additionally, more than 92% of Filipinos are aware of the laws that protect consumers, regulate the industry, and guide voluntary self-regulation. Trust in direct selling is also strong, with 81% of respondents expressing confidence in the industry—placing the Philippines at the top, followed by Vietnam and Malaysia.
“These findings reflect the strong and growing confidence Filipinos have in direct selling as a trusted and legitimate business model,” said Allan Domingo, Director and General Manager of Herbalife Philippines. With such high levels of awareness and trust, it's clear that the combined efforts of direct selling companies, industry associations, and regulators to promote ethical practices and consumer education are working. This makes the Philippines a strong environment for entrepreneurship, where individuals feel confident exploring direct selling as a flexible and credible way to earn supplementary income.
Generational Trust
Trust in direct selling is particularly high among younger Filipinos. The survey found that 82% of Gen Z respondents trust direct selling, compared to 78% of Boomers. The top factors influencing consumer trust in a company include proven quality control measures, well-known and recognized brands, and brands that have been established for decades.
“For over 40 years, Herbalife has delivered science-backed health and wellness products to consumers worldwide, including here in the Philippines. We believe in offering economic opportunities to people from all walks of life, and our distributors engage directly with customers and communities to educate them on good nutrition and promote positive lifestyle habits. This 'distributor difference' helps us make a tangible impact in building healthier communities everywhere we are,” said Domingo.
Empowering Women
Filipino women are particularly drawn to direct selling for its flexible working hours. The survey revealed that 34% of women cited flexible working hours as the main reason to start direct selling, compared to 29% of men. Women also expressed a desire to be their own boss and earn extra cash to supplement their income. Additionally, 62% of female respondents view direct selling as a business opportunity suitable for anyone, compared to 51% of men.
Support and Community
While trust in the direct selling industry is strong, respondents also highlighted the need for support from direct selling companies, other people within their direct selling community, and family and friends. This underscores the social nature of the business and the importance of a supportive network.
“At Herbalife, we equip our independent distributors with expert-led training on health, nutrition, and our products, ensuring they can confidently guide customers. Beyond training, we focus on strong customer service levels and foster a vibrant peer-support community with mentorship. With a global network of over two million entrepreneurs, Herbalife remains committed to sharing knowledge and strategies to drive business success,” added Domingo.
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