New Study Confirms That Tupperware Brands is Changing Women’s Lives in Mexico — Empowering Women by Creating Economic and Social Opportunities

Tupperware Brands and the Global Fairness Initiative Announced “Empowering Women in Mexico” study findings at Press Conference in Mexico City Showing Socio-economic shifts among Tupperware and Fuller Cosmetics sales force and greater spending ability on education and technology

Tupperware Brands Corporation (NYSE: TUP), a global direct-selling company with a strong sales presence in Mexico, through its Tupperware and Fuller businesses has announced findings from a new  independent research study that analyzes the economic and social impact of empowering women in Mexico. The Global Fairness Initiative (GFI), a nonprofit dedicated to enhancing economic opportunities for women entrepreneurs partnered with Tupperware Brands on the independent study.  Findings were presented by Tupperware Brands Chairman and CEO Rick Goings and GFI Executive Director Caleb Shreve at a press conference held in Mexico City.

The study, commissioned by Tupperware Brands, and conducted by GFI and IBOPE Inteligencia, a Latin American research and survey firm, sought to determine the extent to which Tupperware Brands’ business model promotes empowerment, financial security and socioeconomic mobility among its Mexican sales force. Tupperware Brands initiated the study to learn more about its economic and social impact in Mexico, a priority market, and to understand how and why its unique approaches to training, rewarding and recognizing its sales force are creating successful, empowered business women.

“Our research validates our mission as a global company – to help women around the world change their lives and therefore the lives of those around them, having a vital impact on their local communities and national economies,” said Rick Goings, CEO of Tupperware Brands. “When our salesforce in Mexico was asked ‘What happened in your life as a result of engaging with Tupperware Brands?’, not only did they share how their lives had changed professionally as entrepreneurs, but also how they had personally changed – becoming confident and socially empowered.”

The company operates two businesses in Mexico with a combined sales force of more than 700,000: Tupperware Mexico, which sells food storage and serving solutions for the kitchen and home, and Fuller Cosmetics, which sells beauty and personal care products. The study included interviews with 1,600 Tupperware and Fuller saleswomen in six Mexican states. Top-line study findings include:

  • Tupperware and Fuller business models are effective in creating financial independence and improving a woman’s social and/or economic situation. For example, Tupperware saleswomen, depending on their level of achievement, are able to generate a salary equal to other women with professional jobs outside of the home, including teachers, nurses and even doctors.
  • 99% of the Tupperware sales force reported their financial status improved as a result of joining Tupperware with 48% reporting greater solvency and 35% stating they were self-sufficient as a result of their Tupperware business opportunity.
  • Women also reinvest in their businesses to strategically grow their sales showing that Tupperware/Fuller is not just viewed as a way to meet basic needs now, but is also a long-term career with a consistent, sustainable income stream.
  • The Tupperware and Fuller business models helped the sales force develop skills in financial and business management, public speaking, sales, improved social skills and the ability to represent oneself in a positive way.  Confidence and courage in their skills and abilities are a byproduct of the strong training the women receive.
  • Through the training and strong culture of giving that is promoted in Tupperware Brands, the women now have an entrenched attitude of giving back and participating in social programs in their municipalities, children’s schools, local churches and more.
  • Tupperware Brands’ business model and strategy help women become leaders and feel confident in their leadership. With a newfound, strong self-image, more than half of women see themselves as enterprising and leaders both today and in the future. Most reported being shy and lacking the confidence to lead businesses or speak in public prior to joining the company.
  • As Tupperware helps saleswomen improve their socio-economic levels (from lower middle class to middle class), their expenditure on education doubles along with access to household goods and technology. Members of the Tupperware sales force are four times more likely to own a computer and nearly 50% more likely to own and use a cell phone than the general Mexican population of the same socio-economic level.

Karen Tramontano, Founder and President of GFI said, “As an organization committed to creating social and economic opportunity for women entrepreneurs the Global Fairness Initiative was very pleased to work with Tupperware Brands whose direct reach to a sales force of millions of women entrepreneurs is unrivaled.  As our study shows, both Tupperware and Fuller have had a remarkable impact on the personal, social and economic empowerment of women in their Mexico sales force and offer a laudable example of a business where the empowerment of women is a fundamental part of the corporate culture.”

Analyzing the Mexican economy and Tupperware Brands’ place in it, GFI observed that unemployment rates have decreased in Mexico, yet salaries have fallen behind the pace of inflation and there are limited employment opportunities for women. This study found that direct sales jobs like those offered by Tupperware Brands – which offer increased flexibility and the potential for income and rewards based on an individual’s effort rather than education level or previous employment history – provide a lifeline for women seeking financial solvency and supplemental income for their families.

Tupperware Brands is successfully breaking down gender barriers because it fully incorporates women’s empowerment and personal development into sales strategy and corporate culture. Interestingly, the empowerment processes of Tupperware and Fuller are uniquely different, but both offer effective opportunities for empowerment and personal development beyond direct selling activities that make a meaningful impact in women’s lives socially and financially.  Focus groups showed that the majority of women have increased confidence in sharing their skills and actively support social programs in the communities where they live and work.

89% of Tupperware saleswomen said their lives have changed significantly since joining the business
99% credit the company with improving their financial status
45% of Fuller saleswomen see themselves as future leaders in the business
76% of Tupperware and 59% of Fuller sales women said their family relationships had improved with greater support and more family time
These statistics show the attractiveness of the direct selling opportunity to women who want and need an income while maintaining a flexible schedule.

About Tupperware Brands Corporation
Tupperware Brands Corporation is a portfolio of global direct selling companies, selling innovative, premium products across multiple brands and categories through an independent sales force of 2.7 million. Product brands and categories include design-centric preparation, storage and serving solutions for the kitchen and home through the Tupperware brand and beauty and personal care products for consumers through the Armand Dupree, Avroy Shlain, BeautiControl, Fuller Cosmetics, NaturCare, Nutrimetics, and Nuvo brands.


About the Global Fairness Initiative
The Global Fairness Initiative (GFI) promotes a more equitable, sustainable approach to economic development for the world’s working poor by advancing fair wages, equal access to markets, and balanced public policy to generate opportunity and end the cycle of poverty. For more information, visit


About the Study
The Global Fairness Initiative and IBOPE Inteligencia analyzed responses from focus groups and face-to-face interviews of 1,600 Tupperware and Fuller saleswomen in six cities throughout Mexico from November 2011 through May 2012.

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