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3 ways Readly reaches Gen Y through social responsibility

3 ways Readly reaches Gen Y through social responsibility

The industrialized society is increasingly demanding a more sustainable world. In particular, the consumption behavior of Generation Y is changing. She is looking for alternatives that are less damaging to people and the environment and expects companies in every industry not only to offer attractive products and services, but also to actively contribute to greater sustainability.

"If you want to reach Gen Y, you need an offer that is useful and compatible," believes Marie-Sophie von Bibra, Head of Global Growth Operations at Readly, which in co-production with Ethos International has created its first annual sustainability report. * Bibra reveals 3 Approaches the Swedish company, whose largest market is Germany, aims to reach Gen Y:

Quantity needs quality

“As pioneers in our market segment, we are increasingly responsible for our positive contribution to pressing challenges such as climate change and the spread of fake news. Readly with its all-you-can-read approach offers readers access to more than 5000 magazines - including 1300 German-language ones. Each account can be shared by 5 family members. But quantity and quality must not be mutually exclusive - especially if you want to make an attractive offer to the younger target groups. We maintain partnerships on an equal footing with more than 900 renowned publishers, whose content is overseen by senior editors. "

Constant analysis of customer groups

“We have seen an increase in younger customer groups in the last two to three years. We did not specifically address these users, but through our channel mix they find readly and show clear interest. In connection with this, the reasons for the purchase decision also change. For a quarter of Readly subscribers, saving paper is a major reason to try digital reading. This motive plays a role most strongly in the age group of 20 to 35 year olds, which underlines the climate awareness of Generation Y. "

Living human value-driven leadership

“For our CEO Maria Hedengren, human value-driven leadership is an essential part of good leadership, which is reflected in the entire company. We believe that the private person and the person at work are one and the same and that we as managers have to see and classify this - for the employees and for the company. Example: The little son of one of my employees was sick for several weeks. I noticed how the work was also draining her, but at least I was able to help her in this area to find a better solution. We then specifically postponed meetings, adjusted projects and restructured a few tasks so that she could be there more for her son during the day and also had a few moments to herself, and worked for a few more weeks in the evening, which was important to her. For us at work it made no difference in terms of their performance. "

* The full Readly's Sustainability Report can be found here

About Readly

Readly is a media app that gives unlimited access to 5.000 national and international magazines and newspapers. The company was founded by Joel Wikell in Sweden in 2012 and is now one of the leading European platforms for digital reading with users in 50 markets. In cooperation with around 900 publishers worldwide, Readly is digitizing the magazine industry and wants to carry the magic of magazines into the future. In 2020, more than 140.000 magazine issues were made available on the platform, which were read 99 million times.

Photo / Video: readly.

Written by Option

Option is an idealistic, fully independent and global social media platform on sustainability and civil society, founded in 2014 by Helmut Melzer. Together we show positive alternatives in all areas and support meaningful innovations and forward-looking ideas - constructive-critical, optimistic, down to earth. The option community is dedicated exclusively to relevant news and documents the significant progress made by our society.

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