The Human Premium: Why Direct Selling’s Moment Is Now

In an increasingly automated world, what is retail’s true competitive advantage?

Our Director General, Susannah Schofield OBE, explores this very question in a new feature for Business For Home. While the wider retail sector focuses heavily on AI and efficiency, our channel continues to thrive on something technology cannot replicate: genuine human connection.

Susannah highlights how our £1 billion sector is built on relationships, offering a ‘human premium’ that builds trust and loyalty. The direct selling channel provides a modern, flexible, and ethical business model that puts people first.

Read her full insights on why the future of retail will be defined by closeness here: