Youth unemployment crisis: QNET pushes ethical direct selling in Nigeria

As Nigeria faces rising youth unemployment and increasing scrutiny of informal business models, trust has become the defining currency of entrepreneurship, even as global wellness company, QNET, is positioning ethical direct selling as a regulated pathway to micro-entrepreneurship and income generation in 2026.

Nigeria’s youth is facing persistent job scarcity, where surveys indicate around 23 percent of young people actively seek work and many more remain underemployed or outside formal opportunities.

QNET is trying to reverse this trend. Operating in Nigeria since 2021 through independent distributors, QNET stresses that legitimate direct selling relies on verifiable product sales, not recruitment schemes, distinguishing it from fraudulent operations that exploit vulnerable youth.

Ayokunmi Solesi, general manager for QNET in Nigeria, in a press statement, made available to BusinessDay, said QNET’s 2026 strategy for Nigeria will place integrity, strict regulatory compliance, and responsible stakeholder engagement at the centre of its operations.

“As the company adapts to tighter oversight and evolving market conditions, we believe ethical entrepreneurship must be anchored in transparency and accountability if it is to remain a credible pathway for economic participation, particularly for young Nigerians facing limited formal employment opportunities,” Solesi stated.

The company’s 2026 strategy centers on strict regulatory compliance, consumer protection, and youth empowerment. Earnings stem solely from sales of wellness and lifestyle products, aligning with global standards from the WFDSA’s 2024 report of $164 billion in retail sales and over 104 million independent representatives worldwide.

Key offerings include Amezcua wellness items like the Bio Disc and Chi Pendant, plus sustainable Bernhard H. Mayer timepieces, such as the Silver Stevie Award-winning OMNI Watch.

Recent expos, including the 2025 Lagos event, have connected thousands of young attendees with certified products, business training, and mentorship.

To combat fraud, QNET’s “Say NO!” campaign educates on scam identification, while collaborations with the Economic and Financial Crimes Commission (EFCC) and the Federal Competition and Consumer Protection Commission (FCCPC), target impersonators. The company has suspended more than 80 distributor accounts across Sub-Saharan Africa for ethics violations, underscoring its zero-tolerance approach to misrepresentation and misconduct. Continuous monitoring of digital platforms for brand misuse further reflects QNET’s view that compliance is not a one-time response, but an ongoing responsibility essential to sustaining trust in the direct-selling sector.

Complementing this, the FinGreen Programme has trained over 1,500 youths and women in financial literacy, budgeting, and digital skills to prevent exploitation.

Moving forward, QNET aims to strengthen its role in Nigeria’s formal economy by positioning ethical direct selling as a viable pathway for micro-entrepreneurship, income diversification, and skills development, particularly among young people navigating an increasingly competitive labour market.

As Nigeria’s gig economy grows under tighter oversight, QNET aims to foster trust through transparency, innovation, and skills development, offering sustainable opportunities amid ongoing youth employment challenges.