Diverse voices to explore how reading, storytelling, and human creativity respond to the defining challenge of our time reshaping knowledge and identity. From political action and civic education to the power of collaboration across communities and generations, the programme highlights how books and reading remain essential tools for understanding who we are and what we choose to become. Reading is also medicine. Research increasingly confirms what readers have long known: that books reduce stress, support mental health, and contribute to disease prevention. The sessions will move from the intersection of music, creativity, and literature to the role of youth voices in shaping culture and demanding a future built on collective responsibility.

This interactive masterclass with presentations, case studies, and open discussion tackles the business side of reading culture head-on: how publishers, booksellers, and cultural brands can rethink their marketing strategies, embrace creativity as a core
business driver, and build campaigns that genuinely move people toward books. From cross-selling strategies that connect books to music, film, wellness, and education, to the role of social platforms, communities, and influencer culture in reaching new readers, participants will leave with practical frameworks and fresh thinking for growing audiences and revenues in a competitive attention economy.