Bringing value to direct selling through education.


To serve the public interest by advancing the direct selling industry's support of consumer rights and protection, education about the industry, ethical leadership, and individual economic empowerment.  


The DSEF is able to accomplish all that it does in the fields of education and consumer protection as a direct result of some strong partnerships:


Consumer Protection

A.C.E. & S.I.F.E.

Haskayne School of Business, U of C

Ryerson University

The Direct Selling Education Foundation (DSEF) is a not-for-profit organization established by the Canadian DSA in 1994 to promote public awareness of the direct selling industry in Canada. The DSEF serves the public interest through educational programs, research into direct sales and micro enterprise, and the establishment of links with consumer and government organizations.  The DSEF is focused on providing programs and information that address issues of importance to business leaders, academics, students, public policy officials, and members of the micro-entrepreneurial community.

Following a very productive, collegial and enthusiastic meeting held in May, the Academic Programme Committee (APC) identified areas of mutual interest of the industry and the academic members of APC. The outcome of this meeting was a commitment by members to pursue practical research projects related to these three research themes: recruiting and development of ISCs, branding, and customer relationship management. Specifically, a number of projects are already in progress, namely:

            • Case study of the DSA rebranding exercise
            • Study of  direct selling brand awareness and attitudes within the youth market
            • Study into the effects of call reluctance/fear of rejection and its role in  recruitment/ development failure
            • Study into the effect of short term performance measures upon turnover
            • Study into brand-personal identity integration and the role that congruence play in ISC turnover intentions
            • In addition, several other areas of inquiry are in the early stages of development. And finally, individual members of the APC are involved in company-specific research projects that complement their areas of research and teaching expertise.

The DSEF works closely with like-minded organizations to promote consumer protection.  The DSA/DSEF participated in a Consumer Protection Conference in March 2011 that was initiated by the DSA President and DSA Chairman during discussions with the Competition Bureau's Fraud Prevention Forum.

Through involvement in this conference we were able to promote the Code of Ethics of the direct selling industry, as well as create a greater awareness of the direct selling channel with our other industry partners in this venture. None of the research and outreach being done by the DSEF could be accomplished without the generous contributions of these organizations.

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