The ‘Exciting Business Opportunity’ That Ruined Our Lives
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The first time I recall my mother mentioning Amway, we were in the car late at night, coming back from a meeting at her boss’s house. Ten years old, I’d gone upstairs to play and missed the whole point of the whiteboard sitting on an easel downstairs. My mother, however, had been rapt. Riding home with my brother and stepfather, she seemed almost to glow, as if she were throwing off sparks in the darkness.
The name Amway, she told me, was short for the “American Way.” We could sign up and buy products we already needed for the house, then sign up friends and neighbors to buy things, too. We would get rich by earning a little bit from everything they sold.
It was 1978. I didn’t realize that this was one of those moments, like Waterloo or Watergate, after which nothing would be the same. Amway—or, as we soon began to call it, the business—would become the load-bearing beam of my mother’s existence for the next four decades.
The business as then practiced in our West Virginia river town had its own culture. I found myself plunged into religious nationalism, anti-communist obsessions, denunciation of the very idea of public schools, and the worship of money. Across my lifetime, versions of these ideas would be marketed again and again to working-class Americans. Amway leaders would help elect presidents. Familiar characters from my childhood—the Amway celebrity Doug Wead, members of the DeVos family, which co-founded the company—would reappear in Republican administrations. In many ways, Amway adherents embraced a fusion of conspiratorial thinking and populism that would remain a central thread of America’s political story, prefiguring the Trump era.
But for many years, I had no context for what had swallowed my family. I had no way to understand how I’d managed to lose my mother.
Amway products began to appear around the house. We changed our laundry detergent to SA-8 and swapped our toothpaste for Glister. I rode with my mother to upline distributors’ houses to pick up the boxes that had been shipped from headquarters in Michigan. My mother and stepfather sponsored people into the business, who in turn came to our house to pick up their own orders: makeup, hair spray, a liquid soap you could use to clean anything, a portable medicine case of expensive daily vitamins called Nutrilite Double X.
My stepfather, who ran a local charity, began to introduce himself as a businessman. My mother was even more smitten with the beautiful future that Amway offered. Everywhere we went—the mall, state parks, grocery stores—she’d ask people whether they could use a little more money each month. “I’d love to set up a time to talk to you about an exciting business opportunity.” The words should have seemed suspect. Yet people almost always gave her their number. Her confidence and professionalism were reassuring, and her enthusiasm was electric, even, at first, to me. “What would you do with $1 million?” she’d ask, spinning me around the kitchen.
Content retrieved from: https://www.theatlantic.com/ideas/archive/2025/01/amway-america/681479/?utm_source=firefox-newtab-en-us.
