If you’ve been paying attention, you’ve probably had someone try to sell you on their MLM venture. To be clear, I’ve never been involved in a multi-level marketing scheme. It’s just not for me. But if it is for you, that’s your choice—no judgment here. My concern lies with the predatory and deceptive tactics these companies employ, selling individuals a dream that often turns out to be nothing more than an illusion.
We’ve known for a while that MLMs can be a risky endeavor for both friendships and finances. However, after watching a documentary on a certain clothing company, it became even more apparent that these schemes often target women with promises of financial independence and empowerment. Yet, when they fail, it’s always framed as the individual’s lack of effort. It’s maddening to think that a system is designed for only a tiny fraction of participants to succeed, and yet the blame falls on those who don’t.
MLMs have been around for ages, so why do they keep resurfacing? The answer is dishearteningly simple: they prey on individuals’ desires for better financial situations, often focusing on women—stay-at-home moms looking to contribute or busy moms seeking a side hustle. Whether it’s leggings, cosmetics, nutritional supplements, or cleaning products, there’s no shortage of items marketed through this business model. To grasp why so many women buy into the allure of economic freedom, one must understand the psychology behind MLMs, which often revolves around toxic positivity.
The Toxicity of Positivity in MLMs
“Choose Joy.” At one point, that phrase was my mantra, coinciding with my own struggles with anxiety, depression, and disordered eating. I was introduced to this toxic positivity mindset by a self-proclaimed lifestyle expert who spoke to my insecurities. Ironically, she also appeared at many MLM conferences. Hindsight is a powerful thing.
According to this mindset, I simply wasn’t trying hard enough. I wanted to lose weight—why didn’t I? Because I wasn’t putting in the effort. I strived to be the best mom possible—why wasn’t I hustling harder? This is the dangerous mindset MLMs exploit: everything is attainable if you just work hard enough. They frame it as empowerment, but I see it as manipulation and gaslighting. Society already makes women feel inadequate, and MLMs exacerbate this, offering a dubious escape route. Mental health struggles and financial hardships are dismissed as mere failures of positivity.
The reality for many joining an MLM is that they seek solutions to these challenges, often draining their resources to invest in their “business.” Take, for example, the suggestion from a certain MLM for women to sell breast milk to fund start-up costs. What?! The issue isn’t that women are doing so; it’s the realization that if you’re merely reselling products, you’re not truly running a business. You’re just a pawn in a scheme that benefits a select few at the top.
It’s Not You, It’s Them
Wanting financial security is a perfectly valid desire. Dreaming of running your own business and setting your own hours is not inherently wrong. The allure of MLMs lies in their promise of a route to achieve these goals. The leaders of these schemes know this all too well. They boast about their success, implying that others can replicate it. While it’s true for some, the reality is that the odds are stacked against the majority.
There are countless warnings about MLM tactics, but the voices cautioning against them often struggle to be heard amidst the loud proclamations from those at the top. They’ll tell you that naysayers are simply jealous or unhappy with their own lives. But let’s be clear: it’s not you; it’s them. Wanting to improve your life, spend more time with loved ones, and achieve financial stability is commendable. What’s wrong is the manipulation that takes advantage of those desires for someone else’s gain.
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In summary, MLMs exploit the aspirations of women, often leading them down a path of manipulation disguised as empowerment. While seeking financial security and independence is natural, it’s crucial to recognize the tactics at play and the impact they can have on mental health.
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