If you’ve been around church women for any length of time, chances are you’ve been invited to some kind of product party: a “no pressure, just-a-bunch-of-girls get together” with food and a presentation of jewelry, essential oils, makeup, leggings, cleaning products, accessories, nutritional supplements, skin care miracles, or (fill in the blank) on display.
Or, you’ve been invited to an online shopping party to buy books or mascara that will Change your Life.
Or, (and this might be my least favorite), you’ve been added to some FB group you did not ask to join and now have live videos appearing in your feed of someone applying their makeup.
Church life, it seems, is a hotspot for business. Multi level marketing (the I-sell-to-you, you-sell-to-your-friends, your-friends-sell-to-their friends model) is a 34 billion dollar a year industry, according to Christianity Today’s feature article on the topic… and a vast proportion of those sales are by and to women, and church ladies are at the forefront of the salesforce. There’s a reason your facebook feed is filled with church contacts selling stuff.
I used to think it was just me who got an icky feeling every time I got one of these party invites. I don’t like shopping at the best of times (I can feel my soul leaching out of me with every step I take deeper into the mall), but I’ve been wrestling for months on what it is about this particular type of shopping that makes me so antsy, and more and more I’m realizing it’s not just me… and getting closer to articulating what it is that bugs me.
So let me start out by acknowledging the good things about this trend. Targeted primarily at women who cannot engage in the workforce full time (because they’re caring for kids or parents) and women who need additional income because they’re in lower-paying jobs (I know multiple teachers and medical assistants who are keep ‘consulting’ businesses on the side for this reason) – these businesses do something wonderful: they acknowledge the talent and leadership potential of women, and give them opportunities to use their gifts in a significant way. The trainers invest time in developing women’s gifts, and they encourage them and build community among their participants.
Let me say from the get-go that I FULLY believe in acknowledging, developing, and encouraging women as able and ready world-changers. The world has come a long way in the last fifty years, but office space and church life still remain places where women sometimes aren’t fully welcomed as adding significant value. These companies SEE the incredible power and potential of women in the pews in a way we could learn from.
I also want to acknowledge that for a handful of women, these stay-at-home businesses have provided significant income opportunities, allowing women to help put their kids through college, or pay off student debt. That’s a wonderful thing. They work hard. I’m thrilled for them. And yet, I know a much bigger number of women who landed up investing more than they earned, and for whom the hours invested and nights away from home hosting parties have yielded very little. So, there’s that.
So why do I feel icky about it? Is it that I loathe the free market so much that I can’t bear to see people sell stuff? Nope, that’s not it. Is it that I am jealous of others’ success? Nope, that’s not it either (I wrestled long and hard about this.) I think, when all is said and done, the unease I feel about this phenomenon is for two main reasons:
First, it muddies the waters of friendship. True friends are one of my chief life lines as I cope with the stresses of this life stage (I wrote about it for Christianity Today this month here, if you’re curious.) Knowing that there are people whose care for me is genuine makes the world of difference, and it feels yucky to doubt overtures of friendship from other Christian women: am I a friend to them? Or just a potential customer they’re being friendly to? When someone who’s never been active on social media all of a sudden becomes highly active, liking all my posts, and posting highly hashtagged pictures of herself “living the dream” after years of never posting a thing…. I smell a rat. If the first time you message me after ten years is to “connect” and ask me about what’s up in my life and oh-just-breezy-sharing that one of the things you’ve been up to is starting this or that business… it doesn’t feel like friendship to me.
And I hate feeling like a bad Debbie-Downer-Doubting-Thomas mashup about friendship. I think one of the most precious resources we have is our friendships, and I cannot shake the feeling that these billion dollar industries are muscling their way into sacred spaces they have no right being in. Especially when the language of the company is such that purchasing their product is seen as “supporting your friend’s business”. I don’t want a price tag imposed by some third party on how well I support my friend. I don’t want the first time I’m invited to your house to be for a sales/pampering/shopping party… that doesn’t feel like friendship, either. I love and believe in girl’s time, but I don’t want to be on my guard when someone invites me to spend time with them: will I have to resist a sales pitch? do I have to rehearse my awkward excuse? How many polite refusals can a friendship endure?
I feel some real grief for women wanting to build a business in these models: they are gifted and talented and I know they are trying to make an honest living in a way that supports their family… but the relational cost to have to look at a significant part of emotional support base all as potential clients has to be something that weighs heavily on them. It is no small wonder that I see friends engaged in these businesses bonding more and more closely with other women in the same business: new communities beyond the church where no-one has a before/after comparison on how their friendships are now.
My second big concern is this: these companies make us spend our invitations on a product instead of on Jesus. The model for sales is actually eerily evangelistic: consider the way we are encouraged to share our faith..
Be such a great friend, and live such a good and flourishing life among people that they will be drawn to you. Pictures of radiant smiles, testimonies of how your life is different, celebration of community and change all help show this.
Invite others to share in the joy of what you’ve found.
But do so with gentleness and grace.
And if anyone asks you for a reason for your hope, do so with gladness.
Invite others to join the “family”, and hope that their joy will be contagious, too.
But what’s the source of the joy? My feeling is you can’t say “It’s Jesus. Oh, and also my amazing product,” in the same breath.
The evangelism model above works for the gospel… and remarkably well also for Tupperware, Young Living, Pampered Chef, 31 Bits, Doterra, Arbonne, LulaRoe, YouNique, NorWex, Beach Body, Premier Jewelry, Rodan+Fields, Urborne Books, and fill in the blank. Perhaps I also need to add here that the quality of the products that are being sold is often really great (such cute leggings! and necklaces! And your skin really does glow!) But the question remains: what do people associate with you, when they imagine you completing the sentence, “__________ has made all the difference in my life.”
Often we only get one chance to invite people into our lives, and one chance to share the story of what’s made the difference. My deep concern is that person-to-person sales leverage relationships for the wrong purpose: it uses our opportunities to build relationship in service of a product and not the Person.
I don’t ever want to be a person who has their overtures of friendship met with suspicion. No-one wants to be friends with the person who “just wants to evangelize them”. Whether for God, or their product. I think I have a way to go (we have a way to go, really) in learning how to develop and believe in women. I believe women can lead. I believe there are ways of developing and supporting income-generating projects. But I don’t believe the model we have on offer from companies that make their billions by exploiting my friendship-list is a healthy one. I know a handful of women who manage to walk this line of friendship and business remarkably well (and I should say, most of these are involved in justice-motivated ventures to support entrepreneurial women in developing countries)… but these women are exceptional in more way than one.
I’m sorry, but I don’t want to buy your product. But I really, really do want to be your friend.