How Amway Is Appealing to Millennials

The future for Amway is the Millennial generation. The Michigan-based direct sales giant is making a major investment in technology to appeal to this younger generation, who range in age from 21 to 37.

While Amway is seeing younger people sign up to be distributors, or what the company calls Amway business owners, keeping them involved has proven challenging.

“In recent years we have had a tougher time keeping them in engaged in the business and I think we are starting to see that shift,” said Amway President Doug DeVos, in an interview with MLive/The Grand Rapids Press.

“I think part of it is because they have been able to just live their life the way they want to live their life but do it inside the Amway business, which is great,” said Amway Chairman Steve Van Andel.

Younger distributors, especially those selling the company’s XS brand of energy drink and snacks, are marketing their businesses by organizing activities, from snowboarding to baseball tournaments.