You’re not a boss babe, you’re in a commercial cult

Holly Sealover, April 2023 for JOUR 4650: Opinion Writing

Multi-level marketing, network marketing, social selling and direct sales mean the same thing, despite clear attempts to distance themselves from the bad reputation they have created. Not only are they predatory in nature, but these companies are often comparable to pyramid schemes.

Herbalife is a multi-level marketing company that encourages distributors to open physical storefronts to legitimize their business. Herbalife sells dietary supplements, teas, shakes and energy drinks, which can only be purchased through a distributor. Photo by Herbalife from X.

In the past, network marketing was primarily done in person through home parties and door to door sales. Since the rise of the internet, sales and recruitment have become reliant on social media, making them increasingly dangerous.

It’s no secret that our online reach is much wider than our real-life circle of friends. This means the independent contractors of network marketing companies can easily recruit their social media followers, making themselves more money through both product sales and growing their downline, or encouraging people to sign up below them.

By portraying a lavish lifestyle, a close-knit team of boss babes and posting motivational content, others become infatuated with the “business opportunity.” That makes it easy to convince your followers to join your ranks.

Not only is recruiting encouraged, but it is also incentivized. While sellers can make a small commission on their sales, the biggest profits come from growing a team of people under you. You can “rank up” by recruiting and earn trips, cars, bonuses and more. The problem? Not only is that unsustainable due to the increasingly over-saturated market, but it’s also reminiscent of a pyramid scheme since the bulk of money earned by those at the top comes from recruiting instead of sales. Plus, unless you join the company early on, your chance of making a profit is quite low.

Uplines coach their teams to message friends, acquaintances and even strangers about the business opportunity. This is referred to as “cold messaging.” Not only is the practice annoying, but it can be incredibly isolating to the person sending the message.

This is where the cult comparisons begin. Members of “teams” are required to attend team calls, where the brainwashing begins. Members are encouraged to cut anyone out of their life who questions the methods of the company. Cold messaging is taught, alienating members from their friends and families, which causes teams to rely more heavily on each other for social interaction. These teams essentially become echo chambers, which discourages independent thought. Not only is that dangerous on its own, but it also effectively “traps” members. Downlines become scared to leave because they don’t want to lose their friends or the money they have invested.

Network marketing is incredibly cult-like and it targets young women. On social media, mothers are told they should join the company to add an extra stream of income and better support their families. Buzz words like “generational wealth” and “time-freedom” are thrown around to pull on the heart strings of parents.

By joining a network marketing company, you are not building your own business. You’re putting yourself at financial and emotional risk to promote a commercial cult and pyramid scheme.