21st July 2022
Cost of living fightback: More than 30 million Brits seek additional source of income as cost of living crisis endures
· 30.7 million people have secured or are considering second sources of income, a 65% increase since February 2022
· Over a third (36%) of people sourcing additional incomes are doing so to help pay bills, while 28% use it to enable them to afford little luxuries
· Beauty giant reports that 21% of new Rep appointments are coming from 18-25 year olds*, as cost-of-living drives reappraisal of direct selling model
· Ding dong, you’re wrong: research reveals top misconceptions of being an Avon Rep
21 July 2022: As the cost of living crisis continues, over 30.7 million Brits have been forced to seek an additional source of income due to the pinch on their finances, according to new research by beauty brand Avon. Shockingly, the research reveals a 65% increase in just four months, since February this year.
Conveying the views of 2,000 nationally representative UK adults, the research suggests that the younger generation are most keen to secure new income streams with 85% of 16–24-year-olds having secured or seeking additional avenues of earning, closely followed by 81% of 25–34-year-olds. In addition, Avon reports that 21% of June’s new Rep appointments are Gen Z*.
The top things people are using these additional sources of income to fund include essentials such as paying bills (36%) and supporting with paying rent/mortgages (22%). However interestingly, over a quarter of Brits (28%) are also using these funds to still afford luxuries such as going on holiday (20%), treating their children (22%) and buying beauty products (12%).
Despite this, some non-essential items have taken a hit, with nearly a quarter (21%) of Brits have said goodbye to premium products, in favour of better value alternatives.
Brits realising their entrepreneurial ambitions
Research from 500 UK Avon Representatives selling within their communities, echoes the consumer findings, with ‘making extra money’ being the highest driver in joining Avon for over half (57%) of Reps, followed by loving the products (33%) and wanting to meet more people in their community (27%).
In the current economic climate, Avon Reps (24%) are using their earnings to pay for essentials items too, with three quarters using it to pay for food, 55% utility bills and 54% on fuel. However, similar to the findings from Avon’s consumer research, the additional income is also a way for Reps to continue to afford luxuries with 35% using it to fund holidays, treat their children (35%), and on haircare (23%).
Avon Representatives are also observing customers becoming thriftier with nearly two thirds (63%) saying clients have become more discerning in purchase decisions. Known for its accessible beauty products, 35% of Avon Reps have also seen customers switch from premium luxury brands to more affordable Avon alternatives.
Tracey Powers, Head of Sales for Avon UK comments: “Whilst people are continuing to feel the pinch, entrepreneurial Brits are finding ways to make up the financial shortfall, not least to help them afford essential items, but also enable them to continue funding life’s little luxuries. The aftermath of the pandemic, where flexible working really took off, and current cost of living crisis have made many rethink their working lives and reassess what matters to them. The Avon earnings opportunity has become more appealing than ever for that very reason – the flexibility of working when and where you like, as well as being in control of your own success and progression.”
“We pride ourselves on being an accessible brand which enables customers to continue enjoying high quality products, with world-class innovation capabilities, without the luxury price tag.”
Ding Dong, You’re Wrong
Avon’s research also unveils the common misconceptions that people often have about what it means to be a Rep in 2022, with 55% of Representatives saying they have observed these. Despite Avon’s world-class innovation capabilities, developing top-rated, award-winning products, 69% of Reps say people are unaware of how high quality it is.
Interestingly, nearly a quarter (22%) of Reps notice a perception that Representatives tend to be older, however in June 2022, 21% of new Rep joiners have been from Gen Z*.
With the Avon brand known historically for its ‘ding dong’, there is also a widely held misconception that it is all door-to-door selling. With nearly half (44%) of Reps using a hybrid approach to run their businesses, coupling Avon’s iconic printed brochure with digital tools like an online store and social media, Avon continues to invest in digital developments to enhance Reps’ businesses online, through its Avon On app and Avon Connect training platform.
To further support its new generation of Representatives, the beauty giant has also revolutionised its commission structure, now offering up to 32%, as well as launching its industry-leading, personalised Avon Rewards programme. Whether Reps are new starters or established leaders, Avon Rewards benefits all Reps with more engagement leading to bigger rewards, from custom discounts and special offers, through to money off groceries and even holidays.
For more information on becoming an independent Avon Representative, visit avon.uk.com/pages/become-an-avon-rep.
*Based on new Rep sign ups between 1st and 30th June 2022.
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