Beyond "Hey Hun!" and #BossBabe: Motivations for Military Spouse Involvement in Multi-Level Marketing

Abstract

Military spouses are one of the most under- and unemployed groups in the United States labor market. Many attribute this to a transient lifestyle that is characterized by relocation every three to five years, disrupting the careers of many spouses. As one means of employment, some military spouses have turned to multi-level marketing (MLM) organizations. However, MLMs are known to be risky and costly, with high levels of financial failure. Why, then, are military spouses involved with MLMs at such high rates? Using a mixed methods approach, this study examined survey data (n = 161) and interview data (n = 16) from military spouses who are involved in multi-level marketing organizations in order to answer two key research questions: 1) Why do military spouses join multi-level marketing organizations? And 2) Why do military spouses remain with multi-level marketing organizations? Using data from exploratory analyses and follow up one-on-one interviews, I highlight various factors that influence a military spouse’s journey in MLMs. Experiencing the life shifts of having children, enduring military moves, and undergoing periods of self-reflection creates various needs for the military spouse. These needs merge with existing MLM product use to lead the military spouse to believe that joining the MLM organization will meet those needs. The decision to stay or leave the MLM organization ultimately comes down to the degree to which a military spouse experiences job embeddedness across four different categories: lifestyle, finances, community, and organizational practices. This study contributes data which shed light on why military spouses pursue and maintain MLM employment, concluding that MLM employment does meet the varied needs of military spouses. Additional supports for military spouses from various organizational and governmental sources are discussed to help ensure that military spouses are better equipped to make the best employment-related decisions to meet their needs.