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On the occasion of Amway’s forthcoming 70th global anniversary and its 20 years in Vietnam, Doug DeVos, Co-Chairman of the Board, visited Vietnam to discuss how the company’s 70-year legacy is carried forward from the founding principles established in 1959. DeVos, the second generation to inherit the legacy from co-founders Rich DeVos and Jay Van Andel, said he feels “honored and responsible” to continue the journey that began in a basement in 1959. He described Amway’s growth from modest beginnings into a global group operating in more than 100 countries and territories, providing opportunities in proactive health, beauty, and household products to millions worldwide.
DeVos said Amway’s strategic direction is guided by four Founders’ Core Principles: Freedom, Family, Hope and Reward. He described Freedom as enabling individuals to own their life and business; Family as building a business on strong, lasting relationships; Hope as inspiring belief in a better future; and Reward as recognizing and rewarding effort and achievement. He said these principles function as a “compass” for decisions and remain relevant because they align with core human aspirations.
When Amway expanded globally, DeVos said the principles were reinforced by four core values: Collaboration, Integrity, Personal Value and Responsibility. He described them as an operating system designed to maintain cultural and operational consistency across markets and to keep the global distributor community connected.
DeVos highlighted Vietnam as one of the most dynamic markets in Amway’s strategy. He pointed to what he described as the entrepreneurial spirit and ambition of Vietnamese people, saying Vietnam has strong entrepreneurial energy and optimism for the future. He also characterized Vietnam as both a fast-growing market and a regional benchmark, supported by the principles of Freedom, Family, Hope and Reward as Vietnamese people build a better future.
DeVos said the true heirs of the founders’ philosophy are Amway Business Owners (ABOs). On the occasion of Amway Vietnam’s 20th anniversary in 2028, he urged ABOs to continue living and propagating the core values, saying they are building not only a business but also a healthier and better lifestyle for their communities. He added that “the future belongs to those who dream big and act with responsibility.”
DeVos described the global 70-year milestone and Vietnam’s 20-year milestone as more than numbers, representing continuity of a legacy across generations—from the founders’ family to leaders and to millions of distributors worldwide. He said the milestones provide an opportunity to reflect on the journey, honor contributions, and look ahead to Amway’s mission, “Founded for Better.” He also said Vietnam will continue to play a vital role as Amway works with local communities to create more opportunities and improve living standards.
Together with his wife Maria, DeVos is co-founder of Continuum Ventures, the family’s investment firm. He is described as a globally recognized leader with a lifelong focus on advancing entrepreneurship and creating opportunities for people to build their own businesses. In 2018, the U.S. Department of Commerce appointed him to the U.S.-India CEO Forum.
His leadership roles in the direct selling industry include serving as President of the Direct Selling Association (2014–2017) and President of the Direct Selling Association of the United States (2003–2004). He has been inducted into the Direct Selling Association’s Hall of Fame and received the Circle of Honor Award from the Direct Selling Education Foundation.
Beyond Amway, DeVos chairs the Frederick Douglass Society and leads the Ambassador Network of Stand Together, an organization focused on unlocking human potential by addressing major social challenges. He also chairs the National Constitution Center’s Board of Directors in Philadelphia and participates in business and community organizations in Michigan.
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