European Direct Selling Conference highlights innovation and collaboration in Brussels
On March 18-19, the 9th European Direct Selling Conference, organised by Seldia, convened in Brussels, gathering industry leaders, prominent direct selling companies, and various associations for insightful discussions and collaborative efforts. This year's conference marked a significant occasion not only for the attendees present but also for the entire direct selling sector in Europe.
The conference commenced with the Astra Awards Ceremony, recognising notable direct selling companies and direct selling associations (DSAs) for their exceptional contributions in three pivotal categories: positive impact, continued education and upskilling, and communication and outreach.
Amway took home the Positive Impact Award, with finalists including Avon, Lifeplus International, and Nu Skin. Avon was celebrated for its commitment to ongoing education and upskilling, edging out competition from fellow finalist Mary Kay. In the Communications and Outreach category, the award was presented to The Baltic DSAs, with Avedisco (DSA Italy) and Fédération de la Vente Directe (DSA France) as finalists.
The opening of the conference was marked by a plenary speech from Beatrice Nelson-Beer, Chairperson of Seldia. She highlighted the conference as a crucial platform for industry stakeholders to converge and discuss the future of direct selling. “The conference provided an invaluable opportunity for industry leaders, members, and advocates to unite in shaping the future of direct selling. It is crucial that we continue to drive innovation, strengthen the sector for long-term growth, and evolve to ensure a thriving industry across Europe and beyond,” Nelson-Beer stated, emphasising the conference's significance.
One of the standout moments of the conference was the keynote speech delivered by Isabelle Pérignon, Director for Consumers in the Directorate-General Justice and Consumers at the European Commission. Pérignon focused on the EU Commission's plans designed to bring clarity and legal certainty to influencer marketing, which is becoming increasingly relevant in the digital age. Her insights provided a framework for understanding the regulatory landscape that shapes the direct selling industry.
The programme also featured a session led by renowned expert in innovation and digital economics, Professor Thierry Rayna. He addressed the evolving consumer landscape, focusing on the transition from traditional consumers to 'prosumers', a trend that is reshaping market dynamics. Furthermore, the conference included a panel discussion featuring CEOs of major companies, alongside expert-led sessions aimed at exploring recruitment and retention strategies, further underlining the importance of adapting to technological advancements within the sector.
Imelda Vital, Executive Director of Seldia, expressed her satisfaction with the event's outcomes, asserting that “the success of the 9th European Direct Selling Conference reaffirms Seldia’s commitment to driving the industry forward through collaboration, innovation, and strategic dialogue. As the direct selling sector continues to evolve, Seldia remains dedicated to advocating for a sustainable and progressive industry across Europe.”
The conference not only served as a platform for recognition but also as a crucial meeting point for the direct selling community to discuss future directions, collaborate on best practices, and share insights geared towards sustainable growth in the sector. The conversations held in Brussels are expected to have a lasting impact as the industry continues to navigate an increasingly complex and competitive landscape.