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The return to Parliament has always been a period of excitement for the people who are genuinely interested in the process of politics and for those who are affected by the outcomes of this process. It is a period often characterized by surprises, gamesmanship and, to be fair, utter chaos. This dynamic is only exacerbated as you get closer to elections, when parties are becoming less and less collaborative, while constantly searching for new angles, legitimate or not, to underline the wrongdoings of other political organizations.

Through this mess, Canadian stakeholders will still have to properly utilize the next few months of political actions and find creative ways to drive their issues forward with key politicians and public officials. So, how does an organization like the Direct Sellers Association, who isn’t by any means a Goliath in Ottawa, succeed in a time of heightened partisanship and political tension?

Well, the direct selling industry is truly unique, and the companies and individuals involved in it have a different perspective than most of the main voices often heard in Parliament. By being an industry anchored in entrepreneurial spirit, having a diverse landscape of sellers, and enjoying important ties to the U.S market, direct selling can bring its own story to the table and – believe me – stories are what politicians are looking for. 

Now, it is important not to over amplify or under play industry trends to make sure the association’s narrative fits within a party’s strategy, which is something that can be enticing when polls are pointing heavily towards a clear majority winner come the next election. The key is to identify clearly, and execute appropriately, the windows of opportunities where the story of Canadian direct sellers can come in and be used to add insights, context and perspectives to the discussion on important issues. 

Think of it this way: an association could very well paint itself with the political colour they believe would reap the most benefits. While this strategy could generate short-term wins, this colour or reputation can be hard to shed and lead to long-term difficulties. Funnily enough, the association risks painting itself into a corner down the line. 

The other option, which is sustainable and non-partisan, is to try and paint every relevant issue with the DSA Canada colour. Every time there’s a public consultation, a parliamentary debate or a media trend remotely close to the values and challenges of direct sellers, there’s a chance to add nuance, data and hard facts that only this industry can provide.

For instance, if DSA Canada believes its strength lies within the testimonies of its members on how a specific rule change can negatively affect their businesses, then it’s imperative to find ways to get these stories through to politicians, be it by visiting them in Ottawa or by sending them relevant news clippings. 

This approach not only requires constant tracking and ongoing communications with political offices in strategic positions, but it also forces the association to define clearly, and sometimes improve upon, what they can provide to the many stakeholders involved in each specific instance.

Another great example of this is the ongoing debate on natural health products in Parliament, which from afar could be interpreted as the opposition Conservative party being partnered with industry and allies, such as direct sellers, to generate pressure on the government. In reality, the NHP sector and the direct selling industry interacted with all parties and relied on a fact-based approach to present the major problems (regional economic impact, effects on trade relations, etc.)  that would appear if the ruling Liberals went through with their initial decision. The natural health products file wasn’t painted in a specific colour, but every party that decided to take this issue seriously were rapidly educated by the expert voices interested by this discussion. Once again, the relevant groups painted the issue with their own colours and brought multiple organizations to the table, instead of letting one party lead the dance. 

In the end, while there truly is chaos in Ottawa, especially when elections are looming, there is no need for stakeholders to get caught up in this frenzy. The political games will inevitably happen, and it is essential for stakeholders to remain centered on their priorities, and on the underlying stories they are trying to tell, to remain creative and multifaceted in the way they engage with governments.

Being heard in Ottawa will always be about being able – and willing – to talk to everybody and to establish common ground. When advocacy groups find ways to relate to politicians on a deeper level, many layers tend to disappear… including the colour of their respective party.