She Strengthens

The Dark Side of Empowerment: How Multi-Level Marketing Schemes Prey on Young Women

A recent message from a stranger on social media caught my attention. Amara, whose Instagram bio proudly declares “own your story,” promised me a high-income opportunity with minimal effort, all from the comfort of my phone. The catch? A $725 investment in a starter kit was strongly recommended. Sound familiar? If you’ve been active on social media in the past few months, you’ve likely received a similar offer.

The Rise of MLMs Among Young Women

Since the COVID-19 pandemic, multi-level marketing (MLM) schemes have been targeting young women with alarming frequency. These product-based businesses recruit unsalaried sales staff to recruit more unsalaried sales staff, often with disastrous financial consequences. Research reveals that the majority of sales staff end up in the red, with aggressive recruitment of new members being the norm.

From Suburban Moms to #Girlbosses

MLMs have shifted their focus from suburban women in their late thirties to early forties to a newer, younger demographic: the #Girlboss. This movement, fueled by social media and the idea of female empowerment, has created a perfect storm for MLMs to thrive. By promoting the notion that women are failing due to a lack of hard work rather than acknowledging the harsh reality of MLMs, these schemes have found a willing audience.

Co-opting Feminist Language

Critics argue that MLMs exploit feminist ideals to justify their exploitative practices. By using slogans like “women supporting women,” they create a false sense of community and empowerment. In reality, these companies prey on vulnerable individuals, often with devastating financial consequences.

Problematic Messaging

Pro-MLM social media accounts often feature unactionable advice, such as “Girl, get out of your own damn way” and “Hustle beats talent.” However, beneath the surface lies problematic messaging that shames individuals for their perceived failures. This toxic mindset can lead to excess spending, an unhealthy work-life balance, and a relentless pursuit of wealth at any cost.

The Pandemic’s Impact

The global financial crisis has disproportionately affected women, particularly women of color. Lockdowns have exacerbated feelings of isolation and mental health issues. MLMs and #Girlboss culture offer a false promise of financial freedom and community, but ultimately perpetuate a cycle of exploitation and disappointment.

Breaking Free from the Cycle

Until we acknowledge that there’s more to life than “the hustle,” and that financial struggles are not a personal failure, MLMs will continue to recruit and exploit aspiring girlbosses. It’s time to prioritize our well-being, recognize the warning signs of exploitation, and seek help when needed. Only then can we break free from the cycle of false empowerment and build a more authentic, supportive community.