The supermarket chain Rewe will no longer publish its leaflets in Germany. From Saturday, the advertising brochures will no longer be in the mailbox or in the shops. The exemption is mainly for sustainability reasons, it said.
The company made this known in Berlin together with the nature conservation association (Nabu) on Friday. Rewe distributed approximately 25 million brochures in Germany, a tradition that has existed for 80 years. With the listing disappearing an easy way to obtain and compare offers, older customers are particularly affected. “I think there is a certain basic fear, and that’s right. But of course we also reach older customers through newspapers or the radio. I wouldn’t underestimate the digital empowerment of the older population either,” says Rewe board member Peter Maly.
Austria not affected
By saying goodbye to handouts, the company says it saves more than 73,000 tons of paper and CO₂ every year. “Today is a good day for the environment,” said Leif Miller, federal director of Nabu. Brochures remain part of the program in Austria. The Rewe Group includes Billa, Penny, Bipa, Adeg and Rewe Austria Touristik.
In the future, customers will be reached via an app, via WhatsApp or in the newsletter. “Due to the scarcity in the corridors, where it is increasingly forbidden to throw in advertising, we were no longer able to reach many,” says Maly.
Source: Krone
I’m Ben Stock, a journalist and author at Today Times Live. I specialize in economic news and have been working in the news industry for over five years. My experience spans from local journalism to international business reporting. In my career I’ve had the opportunity to interview some of the world’s leading economists and financial experts, giving me an insight into global trends that is unique among journalists.
