Amway UK launches 2015 Britain’s Top Real Role Model Campaign

Britain is a nation of ‘Passionpreneurs’ according to survey

80% of British workers want to be a Passionpreneur

45 is the age we lose the love for our job (56%)

                 A new hobby inspires a fifth of us to become a passionpreneur (26.4%)

               Relationship break ups also motivate us to set up a new business (20%)

                 Owning a business linked to Food & Drink is ultimate the dream (21%)

Top 5 Passionpreneur role models: Richard Branson, JK Rowling, Lord Sugar, Jamie Oliver and David Beckham 

80% of British workers would give up their day job to start a new business linked to a hobby or a passion of theirs if money was no objective according to a new survey1Nearly half (49%) have little to no interest in their current career with the passion gone for good when we hit 45 years old (56%) according to
Amway UK Ltd, a world leading direct selling company who commissioned the research. Hobbies inspire Britain to be a nation of Passionpreneurs! The findings show that a new hobby inspires a fifth of us to give up the day job and become an entrepreneur (26%)For women, running a business linked to a passion for food and drink (26%) is the dream whereas for men, it’s their passion for outdoor activities and sport (30%). Collectively, the top ten passions that British workers would like to turn into a business are:
  1. Food & Drink (21%)
  2. Sport & Fitness (12%)
  3. Creative Arts (9%)
  4. Home Design (8%)
  5. Fashion Design (7.8%)
  6. Digital & IT Innovation (7.6%)
  7. ‘Boys Toys’ (6.6%)
  8. Journalism/Blogging (6.2%)
  9. Wellbeing (5.3%)
10. Performing Arts (4.4%) Who is most likely to make it as a successful Passionpreneur? The research shows that aspiring ‘Passionprenuers’ – those running a business linked to a hobby or a passion – are most likely to be between the ages of 18-24 years (60%). In fact, a third within this age group (31%) are 5-9’ers – people creating a new business idea outside of working hours Geographically, London is the top city for aspiring Passionpreneurs:  Nearly half (47%) of residents are making money from a hobby already, are setting up a business idea or attending an evening course linked to their hobby, with the long-term view of setting up a business. What does it take to be a Passionpreneur? Passion (64%), determination (51%), self-discipline (45%), energy and stamina (44%) and business knowledge (39%) are the top five skills needed to be a successful Passionpreneur according to the survey.  Embodying these qualities are the inspirational passionpreneur role models of:
  1. Richard Branson (30%)
  2. JK Rowling (20%)
  3. Lord Sugar (16%)
  4. Jamie Oliver (9%)
  5. David Beckham (8%).
The impact popular culture has in business The research also looked to reveal how popular culture is influencing ‘passionpreneurship’.  Twice as many people (56%) found Kim Kardashian to be an inspirational Passionpreneur compared to Martha Lane-FoxLord Sugar’s ‘The Apprentice’ TV fame, too, no doubt helped push his popularity high with younger Brits (23% of 18-24 year olds).  Not all celebrity figures are highly regarded for their commercial acumen however.  Kanye West and Gwyneth Paltrow – both running successful businesses linked to their own hobbies – were the least inspirational, coming bottom of the poll with just 0.3% and 1.8% respectively. BBC Television programmes like The Sewing Bee and The Great British Bake Off have clearly captured the imagination of young British workers.  71% aged 18-34 years old have started sewing, crochet and knitting recently as a new hobby and nearly 2 in ten (18%) would like to start a business linked to Baking and Cooking. By stark contrast, a small group in their later years (55+) is inspired by something a little more racy!  The Fifty Shades of Grey phenomenon is possibly to blame for 15% wishing to set up a business linked to writing. Barriers to success But lack of money (67%), confidence (42%) and business knowledge (42%) all stop us from taking the leap and setting up a business. And a quarter of 18-24 year olds (25%) also admit that being a Passionpreneur is too much hard work! Commenting on the findings is Kelly Hoppen MBE, the leading multi-award winning Interior Designer and brand ambassador for Amway’s annual search to find an aspiring Passionpreneur: “Amway’s campaign to reward entrepreneurship is brilliant! Each year, lots of brave individuals take the bold leap to start up a business, so having an initiative that celebrates and acknowledges their determination gets my support. “It can be difficult to take the first step as an entrepreneur but it is also an exciting time of self-discovery when you achieve what you once thought was impossible. Personally, there is a real resonance with Britain’s Top Real Role Model’s ‘Passionpreneur’ theme. My own Interior Design business started because of my passion for design.  Businesses created on the back of a hobby or a passion tend to be the ones which go on to succeed.” The survey conducted with 2000 men and women into Passionpreneurship was commissioned by Amway UK to mark the launch of Britain’s Top Real Role Model 2015 (BTRRM) – a nationwide competition to uncover unsung British entrepreneurial heroes. This year’s focus is on Passionpreneurs and the overall winner will receive a £5,000 investment for their business. Sheryl Franklin-Worth, Corporate Affairs Manager at Amway UK concludes: ‘Our research shows that the next big breakthrough in business could be right under any budding entrepreneur’s nose– an association to a hobby or a passion of theirs.  That’s not only an exciting prospect for aspiring businessmen and women, but also for local communities.  Imagine the energy that could be injected into our villages, towns and cities if we saw a great surge in hobby-based SMEs! “This is one of the reasons why Amway UK set up its annual competition to find Britain’s Top Real Role Model five years ago.   As an organisation, we are supportive of the next generation of business leaders and the value they add in their community.  We want to do our part in helping a new fledging commercial venture achieve their full potential where possible.” How to apply To enter Britain’s Top Real Role Model visit www.btrrm2015.co.uk. Nominations open on 14 July.  


For further information on Amway’s Britain’s Top Real Role Model campaign, survey, case studies or interview with campaign spokeswoman Kelly Hoppen MBE, please contact: Jodie, Hannah, Rachel or Rhona at Lucre T: 020 8741 5900 E: Amway@lucre.co.uk Notes to editors:
  1. Research undertaken by Vital Research and Statistics on a sample of 2,000 employed men and women in April 2015
  2. Statistics provided are based on specific answers given to the questions posed
About Britain’s Top Real Role Model 2015: Amway UK’s annual nationwide competition to find Britain’s Top Real Role Model is now open for entries. The competition, now in its fifth year, opens on 14 July 2015 and is looking to uncover Britain’s most inspirational Passionpreneur – someone who has set up business inspired by their passion for a hobby. Passionpreneurs are invited to nominate themselves via Amway’s dedicated Britain’s Next Top Model website www.btrrm2015.co.uk. A panel of judges will award one winner £5,000 to aid their business venture. The judging panel is led by multi-award winning Interior Designer and ex Dragon’s Den, Kelly Hoppen MBE.  Supporting judges are:  Amway’s Corporate Affairs Manager, Sheryl Franklin-Worth, successful Amway Business Owners and husband and wife team, Mark and Kiran Khutan, 2014 winner Louise Webster who is the founder of BeyondTheSchoolRun.com. Previous BTRRM winners: Through the BTRRM initiative, Amway UK is able to support and reward wider UK entrepreneurship.   To date, four fledgling UK businesses have won the award: -       2011 category:  The Philanthropist Entrepreneur
  • Winner:  Social enterprise entrepreneur Melanie Bryan, OBE for her work with charities and communities
-       2012 category:  The Social Enterprise Entrepreneur
  • Winner: Jill Carter for her social initiative Pulp Friction Smoothie Bar Project
-       2013 category:  The Young Entrepreneur
  • Winner: Medical student and app-reneur Stuart Maitland for MediWikis, a collaborative medical education website and mobile app
-       2014 category:  The Female Entrepreneur
  • Winner: Louise Webster for Beyondtheschoolrun.com, an online community for parents to ultilise their commercial skills in the hours that suit them
About Amway: About Amway™ Europe Amway is one of the leading family-owned consumer goods companies worldwide, selling more than 400 high quality products in the categories beauty, wellness and home care exclusively through independent distributors to the end consumer. The company was founded in 1959 in Ada, United States and operates in more than 100 countries and territories generating a revenue of 10.8 billion USD in 2014. Amway’s top-selling brands are Nutrilite™ vitamin, mineral and dietary supplements, Artistry™ skincare and colour cosmetics, and eSpring™ water treatment systems. www.amway.co.uk            

Amway Rallies Thousands to Raise Awareness of Malnutrition

“Raise Your Hand” events result in Largest collage of cutout handprints and inspires thousands to fight childhood malnutrition

WASHINGTON D.C., May 6, 2015 ─ When Amway™ asked for help in raising awareness about global childhood malnutrition through its Nutrilite™ Power of 5 Campaign, more than 260,000 people across the globe raised their hand to do just that. And they broke a GUINNESS WORLD RECORDS™ title in the process. As a global leader in nutrition research, development and innovation, Amway paired its expertise from Nutrilite™, the world’s number one selling vitamins and dietary supplements brand*, with its passion for helping people live better lives. Amway™ last year launched the Nutrilite™ Power of 5 Campaign to expand the distribution of the Nutrilite™ Little Bits™ supplement. At the time, the micronutrient powder with 15 essential vitamins and minerals for children was being distributed in two countries through established programs run by Non-Governmental Organizations. It has since expanded to nine countries and there are plans for more. Holding “Raise Your Hand” events around the world, Amway pledged a $1 donation to the cause for each handprint collected in the effort to raise awareness of malnutrition and get people involved. This effort resulted in breaking the record for the Largest collage of cutout handprints and raised awareness about this preventable issue. Michael Empric, GUINNESS WORLD RECORDS adjudicator, confirmed today that of the 260,872 handprints collected, 75,200 met GUINNESS WORLD RECORDS stringent requirements to be included in the official tally – more than double the previous record of 30,006. “The Nutrilite™ Power of 5 Campaign and effort to directly engage over 260,000 people worldwide to join us in fighting childhood malnutrition highlights what is possible when we issue a call to action,” said Jeff Terry, global manager of corporate social responsibility for Amway. “By getting involved and raising their hands, Amway Business Owners, employees and customers have started a movement that is impacting tens of thousands of children, families and communities. And we are just getting started!” The announcement of the record took place in Washington D.C. at Founders Council, an annual gathering of top-earning Amway Business Owners, many of whom are engaged in the Nutrilite™ Power of 5 Campaign and specifically participated in “Raise Your Hand” events. “We are so grateful for the response from people all over the world,” Amway Chairman Steve Van Andel said. “Malnutrition is preventable, and these ‘Raise Your Hand’ events are helping us bring greater awareness and attention to this important issue. Our hope is that more people will become involved in lessening the impact malnutrition has in the lives of so many children and families. Thank you to everyone who raised their hands!” The collage, taking the form of a tree, is on display at the Nutrilite™ Center for Optimal Health in Buena Park, California. The piece was designed and assembled by Grand Rapids-based artist Georgia Taylor. Visitors will be able to see the collage and know that each print represents a portion of the dollars raised to provide essential nutrients to malnourished children. According to the World Health Organization (WHO), 7 million children younger than 5 years old die each year from preventable causes, and malnutrition is the underlying cause of 45 percent of those deaths. When mixed with children’s food once a day, Nutrilite™ Little Bits™ provides malnourished children under 5 the nutrients needed to survive and to help reach their potential. It was developed based on WHO recommendations for micronutrient powders for children 6 months to 5 years. While the drive toward a world record is over, the Nutrilite™ Power of 5 Campaign is still going strong. Nutrilite™ Little Bits™ is now distributed in nine countries and that number will grow to 15 by the end of 2016. Last month Amway™ released the Malnutrition Mapping Project. In partnership with the Global Alliance for Improved Nutrition, the digital map and country reports provide easily accessible data on the evolving state of malnutrition in low-, middle- and high-income countries, including the double burden of undernutrition and overweight and obesity. More information on this and other Power of 5 initiatives can be found at: powerof5.nutrilite.com.


  About Nutrilite Nutrilite™ exclusively by Amway is the world's #1 selling brand of vitamins and dietary supplements* developed for personal daily vitamin and mineral nutrition, heart health, strong bones and weight management. Backed by 80 years of science and research, the Nutrilite™ team has perfected a proprietary “seed to supplement” practice to preserve quality and maximize the consistency, efficacy and safety of its products. The Nutrilite™ brand is the only global vitamin and mineral brand to grow, harvest and process plants on its own certified organic farms*, located in the United States, Mexico and Brazil. The Nutrilite™ Global Phytonutrient Report, commissioned by the Nutrilite™ Health Institute, provides an examination of global fruit and vegetable intake, availability and potential impacts on health. More information at: globalnews.amway.com/global-phytonutrient-report.   About the Nutrilite™ Power of 5 Campaign Amway created the Nutrilite™ Power of 5 Campaign to build awareness of childhood malnutrition, the critical role nutrition plays in early childhood development and, ultimately, to help children reach their fifth birthday, which is a critical milestone in human development. It launched May 2014 with the goal of improving the nutritional value of malnourished children’s diets on a daily basis from the ages of 6 months to 5 years.   About Amway Amway is a $10.8 billion direct selling business based in Ada, Michigan, USA.  Top-selling brands for Amway are Nutrilite™ vitamin, mineral and dietary supplements, Artistry™ skincare and color cosmetics, and eSpring™ water treatment systems – all sold exclusively by Amway Business Owners. Global sales in 2014 made Amway the #1 direct selling business in the world, according to the Direct Selling News 2015 Global 100. For company news, visit 
globalnews.amway.com.   About GUINNESS WORLD RECORDS GUINNESS WORLD RECORDS (GWR) is the universally recognized global authority on record-breaking achievement. First published in 1955, over 132 million copies – and 3 million e-books - have been sold in 20 languages, in more than 100 countries. Since then, the internationally renowned brand is also available across a number of platforms; GUINNESS WORLD RECORDS global television shows are watched by over 750 million viewers annually, over half a million subscribe to the GWR YouTube channel, the global website receives 14 million viewers annually and has over 8 million fans on Facebook.  *Source: Euromonitor International Limited, www.euromonitor.com/amway-claims.   Links 22/04/2015 - CSR report Amway    

Amway details significant progress in its efforts to fight malnutrition, support children and advance environmental stewardship

ADA, MICH. (April 22, 2015) – Direct selling leader Amway today released findings detailing significant process in its efforts to fight malnutrition, support children globally and advance environmental stewardship.  The impressive results are contained in the company’s 2014 Corporate Social Responsibility Report, published today, along with future goals for a variety of efforts. In 2014, Amway:
  • Launched its Nutrilite Power of 5 campaign globally in an effort to fight childhood malnutrition.  A total of 7 nations are now receiving Nutrilite Little Bits, a one-gram nutritional supplement powder designed to support children’s nutrition needs in the first five years of life.
  • Volunteered 300 thousand hours through the Amway One by One Campaign for Children.  The campaign features Amway Business Owners and Amway employees donating their time and talent to children’s causes that impact their local communities.
  • Achieved five-year environmental stewardship goals set in 2009, including a 10% reduction in water usage, 15% alternative energy usage reduction, 25% reduction in greenhouse gas emissions and a 95% waste recycling rate.
“Today, Amway and our business owners are making a difference around the world,” said Amway Chairman Steve Van Andel and President Doug DeVos in a joint statement. “Initiatives like Amway’s Nutrilite Power of 5 Campaign and the Amway One by One Campaign for Children continue to be incredibly successful. Together, we have helped millions of people realize their potential, become healthier, and live better lives.” The report is available here:

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About Amway Amway is a $10.8 billion direct selling business based in Ada, Michigan, USA. Top-selling brands for Amway are Nutrilite™ vitamin, mineral and dietary supplements, Artistry™ skincare and color cosmetics and eSpring™ water treatment systems – all sold exclusively by Amway Business Owners. Global sales in 2014 made Amway the #1 direct selling business in the world, according to the Direct Selling News 2015 Global 100. The company’s annual sales figure includes revenue from direct selling operations and other business holdings. For company news, visit globalnews.amway.com.   Media Contact: Nick Wasmiller / 616-787-8269 / nick.wasmiller@amway.com
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