DSEF serves 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. We are a trusted, long-term participant in the international consumer movement while increasing our efforts in the area of corporate social responsibility. We expand knowledge of direct selling to a wide range of educational systems while bringing the direct selling attributes of business literacy, self-esteem, opportunity and leadership to all individuals – especially to women.

The foundation currently is focused on four key initiatives to carry out its public service mission. They are as follows:

The Consumer Initiative promotes consumer welfare in the global marketplace by building alliances with consumer protection and public policy leaders in government and non-government organizations.

The Education Initiative expands knowledge and understanding of the fundamental principles of direct selling through academic research and educational programs.

The Ethical Leadership Initiative promotes ethical business practices, including corporate social responsibility.

The Women’s Leadership Initiative supports efforts that empower women’s personal leadership and entrepreneurial thinking, thereby maximizing their contributions to the success of organizations, endeavors and communities.