The Correct Response To ‘Hey Boss Babe’ Is ‘No’: An Exploration Of The Recruiting Techniques Of Multilevel Marketing

Abstract

While many people have heard the term “multilevel marketing”, most may not know what the term means and are not aware that the business model is controversial. Multilevel marketing, also known as MLM, sometimes referred to as network marketing or relationship marketing, is a version of direct selling where products are sold and bought through various channels of independent distributors. Many do not want to discuss the messy, unethical, and illegal business practices that may go on in the MLM community. With tactics such as undisclosed earnings and empty promises of effortless riches, MLM corporations enlist a variety of people who are looking for an easy and quick way to make money on the side, such as college students and mothers. While there is some research on the legal and moral issues of MLM -- and that of MLM in relation to gender -- there is little scholarly research using personal experiences to connect gender to the recruitment practices of MLM businesses. Not only do those at risk of being targeted by MLM deserve to know what warning signs to look for in a company, but victims of this system must have their voices and stories heard. Using surveying as a methodology, this research explores the cautionary signs and unethical recruitment practices of MLM corporations, with a specific emphasis on gender. This paper proves the hypothesis that MLM distributors and recruiters disproportionately target women, with 89% of those approached and 96% of participants in MLM identifying as female.