Throughout history, certain organizations, ideologies, and business models have thrived on manipulating individuals to act against their own interests, funneling their time, resources, and loyalty toward causes that primarily benefit a select few. This manipulation — most notably seen in multi-level marketing (MLM) schemes, cults, and fascist movements — relies on deep-seated psychological and social tactics designed to foster unwavering loyalty, often leading followers to invest in, defend, and even proselytize systems that exploit them. These groups all share a central theme: they create and perpetuate environments in which individuals are encouraged, and sometimes coerced, into acting energetically and willingly against their own interests.
In MLMs, the promise of entrepreneurship and financial freedom attracts recruits, only to leave them with substantial financial losses and strained relationships. Cults, by offering salvation, enlightenment, or community, persuade individuals to give up personal autonomy and resources in favor of a leader’s vision. Fascist regimes, meanwhile, promise national rebirth and prosperity, convincing citizens to surrender individual freedoms and support often oppressive policies that concentrate power in the hands of a few. Despite the apparent differences in their goals and methods, MLMs, cults, and fascist movements share a reliance on control mechanisms that exploit human desires for belonging, success, and purpose, creating an echo chamber that isolates followers from outside perspectives and critical reflection.
Each system relies on a blend of charismatic authority, rigid group loyalty, information control, and the promise of an idealized future. Leaders at the helm wield significant influence, using emotional and psychological manipulation to sustain dependency and suppress dissent. A culture of “us vs. them” mentality alienates critics and outsiders, fostering an atmosphere of fear and mistrust that deepens group loyalty and discourages questioning. Criticism is reframed as ignorance, disloyalty, or negativity, leading members to dismiss dissenting views and cling more fervently to the system. By promising an idealized future — financial success, enlightenment, or national greatness — these groups sustain commitment, encouraging followers to overlook their own sacrifice and continue investing in the cause, even when it becomes clear that their loyalty is enriching or empowering only those at the top.
In examining these shared characteristics, the disturbing overlap between MLMs, cults, and fascism reveals how easily human vulnerabilities can be exploited to build systems that thrive on the energy and resources of those it exploits. This essay explores the manipulative mechanisms shared by these three systems and highlights the psychological tactics that drive individuals to devote themselves to causes that ultimately serve interests counter to their own well-being. Through understanding these commonalities, we can gain insight into the ways that individuals are drawn into exploitative structures and the need for awareness and resilience against such powerful forms of manipulation.
Multi-level marketing (MLM) schemes, cults, and fascist movements may appear vastly different at first glance, each with its distinct goals and ideologies. However, they share a striking array of psychological and social control mechanisms that serve to recruit, retain, and manipulate individuals. Through charismatic authority, fostering an “us vs. them” mentality, rejecting criticism, promising an idealized future, and creating dependency, these systems wield significant power over their followers, often at great personal and financial cost. Examining the shared tactics between MLMs, cults, and fascist movements reveals how each uses similar manipulative techniques to achieve loyalty, suppress dissent, and maintain a rigid hierarchy.
Charismatic Leadership and Centralized Authority
One of the most obvious parallels between MLMs, cults, and fascist regimes is their reliance on charismatic leaders who hold absolute authority within their organizations. In MLMs, top earners or founders are presented as embodiments of success, constantly showcased to inspire lower-ranking participants to work harder and buy into the business model. These leaders are often idolized, with their words and lifestyles serving as proof of the MLM’s effectiveness. Similarly, cults often center around a single leader who is seen as a visionary, a spiritual guide, or even a divine figure. Members are encouraged to place their unquestioning trust in this leader, believing they possess unique insights or powers. Fascist movements follow this same pattern, centering around a strong leader who embodies the ideals of the nation, positioning dissent as disloyalty.
This charismatic authority discourages followers from questioning the system. Each leader or figure is upheld as the epitome of success, enlightenment, or patriotism, creating a sense of loyalty that keeps followers committed and discourages critical thinking. Through this structure, these systems ensure that control remains concentrated at the top, where dissent and alternative perspectives are neither welcomed nor tolerated.
Us vs. Them Mentality and Scapegoating
MLMs, cults, and fascist movements further reinforce control by instilling an “us vs. them” mentality, which isolates members and deepens their loyalty. In MLMs, participants are often encouraged to view critics and former members as “negative” or “jealous” individuals who don’t understand the model’s potential. This divisive mindset fosters solidarity among members and discourages them from seeking alternative perspectives, as they are made to feel they are part of an exclusive group of future millionaires. Similarly, cults teach members to distrust outsiders, portraying them as adversaries who cannot comprehend the group’s beliefs or goals. Any critical perspectives from outside the cult are reframed as attacks that threaten the community’s cohesion.
In fascist movements, this “us vs. them” mentality is even more overt, with entire social or ethnic groups often scapegoated as the source of society’s problems. Fascism relies on creating a common enemy, whether immigrants, ethnic minorities, or political opponents, to rally followers under a shared identity. This unity against a common “threat” not only strengthens internal loyalty but also distracts followers from the flaws or failings of the movement itself. By creating an isolated, loyal group that fears or hates outsiders, MLMs, cults, and fascist movements manipulate followers into feeling that loyalty to the group is essential for survival or success.
Rejecting Criticism and Suppressing Dissent
A powerful tool of control in these systems is the rejection of criticism and suppression of dissent. MLMs, for example, commonly portray criticism as mere “negativity” or misunderstanding from those who “don’t have the courage to succeed.” This rhetoric dismisses any legitimate concerns about the model, while labeling doubters or those who leave as “quitters” or “failures” who simply didn’t work hard enough. Cults employ similar tactics, framing any doubts as signs of personal weakness or spiritual shortcomings. Members are told that questioning the leader or the group’s beliefs indicates a lack of faith, with some cults even punishing those who express doubts.
In fascist regimes, dissent is even more harshly suppressed. Critics are labeled enemies of the state, traitors, or “subversive elements” that seek to destabilize society. Through censorship, propaganda, and often violent repression, fascist movements ensure that opposing viewpoints are silenced and that loyalty to the regime remains unchallenged. This systematic dismissal of criticism creates an echo chamber where only the group’s values and ideals are heard, reinforcing loyalty while preventing members from considering any alternative or critical information. In all three systems, rejecting criticism serves to protect the structure from scrutiny, ensuring that members remain compliant and loyal.
Promise of an Idealized Future
MLMs, cults, and fascist movements all offer an idealized vision of the future as motivation for followers to remain loyal and dedicated. In MLMs, this vision typically centers around financial freedom, the promise of luxurious lifestyles, and the idea of “being your own boss.” Participants are led to believe that success is within their reach if they are committed enough, despite the fact that the vast majority lose money. Cults similarly offer a vision of salvation, enlightenment, or a utopian community, claiming that only through dedication to the group can members achieve this ideal state. Followers are encouraged to stay committed through sacrifices and hardships with the belief that they are working toward something greater.
Fascist movements also rely heavily on idealized visions of a glorious future, often framed as a return to past greatness or the realization of national prosperity. These promises serve as powerful motivators, encouraging followers to tolerate sacrifices and hardships for the sake of achieving this “better” future. By offering followers an idealized outcome, each system keeps members hopeful and loyal, distracting them from the structural exploitation that underpins the group.
Isolation and Information Control
To maintain control, MLMs, cults, and fascist movements often manipulate access to information, creating echo chambers that limit members’ exposure to outside perspectives. In MLMs, participants are encouraged to cut ties with “negative” influences, which can include skeptical friends or family members. Toxic positivity pervades MLM environments, with only success stories and motivational content being shared. Cults similarly restrict members’ interactions with outsiders, isolating them from alternative beliefs and creating a closed loop of information that reinforces the group’s ideology.
Fascist regimes take information control even further, using censorship, propaganda, and state-controlled media to maintain loyalty. By controlling public opinion and suppressing dissent, these regimes limit citizens’ exposure to viewpoints that could undermine the government’s authority. Through isolation and information control, MLMs, cults, and fascist movements ensure that members remain entrenched in their beliefs and less likely to question the validity of the system.
Dependency and Financial or Emotional Exploitation
Each system fosters dependency, whether financial, emotional, or both, that makes leaving difficult or unthinkable. MLMs create financial dependency by encouraging participants to invest in products or training sessions, leaving them heavily invested with few ways to recover their losses outside of further commitment. Cults often foster emotional dependency, building a sense of community that members become reliant on. Some cults even require members to give up personal assets, making them financially dependent on the group.
Fascist regimes create dependency by fostering a culture where loyalty to the state is necessary for stability, security, and even survival. By making individuals financially and emotionally reliant on the movement, each system discourages leaving and makes followers feel they have no choice but to stay. This dependency serves as a powerful tool to maintain loyalty and prevent followers from seeking other options or realizing their own exploitation.
Persecution of “Internal Enemies” and Blame Shifting
When members question or the system faces challenges, MLMs, cults, and fascist movements all use blame-shifting to maintain control. MLMs often blame individual failures on personal shortcomings rather than flaws in the business model, while cults frame doubts as weaknesses or moral failings. Fascist movements, when faced with societal problems, redirect blame to scapegoated groups, reinforcing the narrative that any struggles are caused by these “internal enemies.”
This tactic diverts attention away from the systemic issues within the organization and keeps followers focused on proving their loyalty by rejecting those who question or dissent. By constantly shifting blame onto individuals or outside groups, these systems prevent members from realizing the broader exploitation taking place.
Conclusion: Systems of Control and Exploitation
MLMs, cults, and fascist movements, despite their varied aims, share deep-rooted tactics of psychological manipulation and control. Through charismatic leadership, an “us vs. them” mentality, suppression of criticism, promise of an idealized future, information control, dependency, and blame-shifting, these systems keep members loyal, exploited, and entrenched. Each of these mechanisms works to uphold a structure that benefits those in power while exploiting the majority of followers. These shared tactics underscore how these groups, in their pursuit of profit, control, or ideology, leverage human vulnerabilities to create cycles of dependency, exploitation, and unwavering loyalty. Whether in pursuit of financial gain, spiritual salvation, or national power, these systems embody the essence of manipulation, sustaining themselves by appealing to followers’ deepest aspirations and fears.