South Africa is in the grip of a youth unemployment crisis, with 59,6%% of those aged 15–24 and 39,4% of those aged 25–34 unemployed, according to Stats SA’s QLFS Survey. While the 2024 matric class achieved a high pass rate, over 600,000 of 800,000 matriculants face limited education options as just 200,000 tertiary spaces are available—forcing many into a job market burdened with one of the world’s highest youth unemployment rates.
The International Labour Organization (ILO) report warns that persistently high youth unemployment risks creating a “lost generation” – one without the skills or experience for future income opportunities. With Africa’s youth population rapidly growing, boosting job creation is essential for social justice and global economic stability.
Desperate job seekers are increasingly targeted by cybercriminals and scams as fraudsters exploit social media recruitment trends and impersonation tactics. With job scams on the rise, vigilance is essential. “Youth should seek income opportunities with a proven track record, assessed by trusted organisations like the Direct Selling Association of South Africa (DSA),” advises Rajesh Parshotam, DSA Chairperson.
Brandon Masondo, DSA Vice Chairperson and Youth Initiative Director, emphasises the importance of empowering youth through direct selling. “Our youth face immense challenges—pursuing education, struggling to find jobs, or earning too little to build a better life. That’s why accredited businesses like DSA member companies are key,” he explains. “Direct selling with DSA-accredited members provides a safe, supportive environment with training, mentorship, and resources. Whether as a side hustle or full-time venture, it offers a clear path to financial resilience.”
Max Essmann, DSA Director, highlights the unique advantage of today’s youth as digital natives with vast online networks. “Combined with the resources provided by DSA member companies, they have all the tools to build powerful retail businesses,” he says.
“With low barriers to entry and equal opportunities, the direct selling industry and DSA member companies empower youth to succeed, regardless of their background or qualifications,” affirms Imtiaz Ebrahim, DSA Secretariat.
With sights on a growing future, Parshotam concludes, “Our youth are the heartbeat of our tomorrow. It’s imperative that DSA member companies continue to create intentional plans to unlock their potential—not just for today but for future generations.”
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Author: Farah Manuel from We Rise Communications on behalf of The Direct Selling Association of South Africa.
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