This research aims to investigate the motivational differences between Gen Y and Gen Z individuals in the direct selling industry, providing insights for tailored recruitment and retention strategies. By exploring these generational differences this research seeks to contribute to the development of effective approaches for attracting and retaining direct sellers, ultimately enhancing the industry’s sustainability and success. A stratified random sampling technique was used to select 361 respondents (180 Gen Y and 181 Gen Z) from the Northern Region of India, ensuring representativeness and randomness. A structured questionnaire has been employed to collect primary data, which has been analyzed using SPSS software by the statistical technique Mann-Whitney U test. Gen Y is motivated by attractive compensation plans, quality products & services and joins because of trust in the introducer, while Gen Z prioritizes extra income, being their boss, getting rich quickly, and flexibility of the business. Both generations also share motivations for curiosity, low investment risk, financial security, company reputation, and no requirement of any qualification. However, Gen Z is more drawn to attractive rewards and recognition, peer pressure, to support their family, and reasonable prices of products while Gen Y is motivated towards entrepreneurial success. Concluding that modifications in recruitment strategies and marketing approaches to accommodate the unique motivations of Gen Y and Gen Z individuals can enhance recruitment success and consumer engagement within the direct selling industry. These adjustments will allow for effective targeting and communication strategies, contributing to the success and sustainability of the direct-selling business.

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Direct selling,Multi-Level Marketing (MLM),Network marketing (NM),Independent business owner (IBO)

• Economia e Gestão - Ciências Sociais