Category: Class

Costco Went All in on Kirkland and It Paid Off

B2 – Upper Intermediate

Costco’s Kirkland brand is a strategic success, built on aligning low prices, quality control, and member loyalty. By consolidating its private labels under a single brand, Costco has strengthened its ability to negotiate with suppliers while consistently delivering high-quality products at competitive prices.

Despite the risk of using a single brand, this approach has boosted customer loyalty and now accounts for over a third of Costco’s sales. With limited product options and strict quality oversight, Kirkland thrives in Costco’s membership-based model, setting it apart from other retailers with multiple store brands.

Watch the video to learn more about the innovative approaches that have allowed Costco to thrive in a competitive market and be prepared to answer the questions below.

Vocabulary Questions:

  1. .What does “profit margin” mean? “That opportunity came down to profit margins.“ Use this term in a sentence.
  2. What does “commodity input” mean? “Our buyers are very aware of the commodity inputs, the raw ingredients that go into something.” Use this term in a sentence.
  3. What does the idiom “hit someone right in the face” mean? “because everything that’s presented at Costco is presented pretty big, hitting you right in the face whenever you walk in there.” Give two (2) synonyms and use it in a sentence.

Discussion Questions:

  1. As a buyer, which type of product do you prefer: name brands or private label brands? What influences your decision?
  2. What factors might influence shoppers to choose a private label product over a name brand?
  3. How does placing a private label product beside a name brand item shape perceptions of quality and value? Provide examples of how this tactic might backfire or succeed.
  4. How does the perceived risk associated with different product categories (e.g., low-risk staples vs. high-risk electronics) influence trust in private labels? What could retailers do to bridge this trust gap?
  5. Does a membership model inherently create a sense of exclusivity or loyalty that enhances trust in private labels? How might this differ from non-membership retailers?
  6. Can a single bad experience with a private label product damage a retailer’s reputation more than a similar experience with a well-known brand? Why do you think that is? What strategies can retailers use to reduce this risk?

North America Is Dripping Down into Earth’s Mantle

B2 – Upper Intermediate

Geologists have identified a massive ancient slab of Earth’s crust beneath North America that is slowly sinking into the mantle, a process described as “dripping.” This phenomenon is occurring beneath regions from Michigan to Alabama and provides new insights into the dynamic processes shaping our planet’s interior.

Read the article to know why understanding these subterranean movements is crucial for comprehending seismic activity and the geological evolution of continents.

https://www.livescience.com/planet-earth/geology/north-america-is-dripping-down-into-earths-mantle-scientists-discover

Vocabulary Questions:

  1. What does “slab” mean here, “An ancient slab of Earth’s crust buried deep beneath the Midwest is sucking huge swatches of present-day’s North American crust down into the mantle.” Use it in a sentence.
  2. What does “splinter” mean? “The Farallon plate splintered due to the advance of the Pacific plate roughly 20 million years ago, and remnant slabs subducted beneath the North American plate slowly drifted off.“ Use it in a sentence.
  3. What does “full-waveform inversion” mean? “The discovery was possible thanks to a wider project led by Hua to map what lies beneath North America using a high-resolution seismic imaging technique called “full-waveform inversion.“ Use it in a sentence.

Discussion Questions:

  1. What do you imagine life would be like if we could actually see this crust sinking beneath our feet? How would it change how we view the Earth’s inner workings?
  2. Do you think understanding this process could help us predict future geological events, like volcanic eruptions or earthquakes?
  3. How does this “dripping” crust affect the way we think about seismic activity and earthquakes in areas like Michigan or Alabama?
  4. Isn’t it fascinating that there’s an ancient piece of Earth’s crust slowly sinking into the mantle—what do you think that means for the planet’s long-term evolution?

AI Can Strategically Lie

B2 – Upper Intermediate

Researchers have discovered that artificial intelligence systems can be trained to deceive users, mimicking human-like dishonesty.

Read the article to know how this revelation raises concerns about the ethical implications of AI behavior and its potential impact on user trust and decision-making.

AI Can Strategically Lie

Vocabulary Questions:

  1. What does “feign compliance” mean? “Gen AI chatbots are learning to deceive, strategize, and manipulate human perceptions strategically. Beyond simple glitches or hallucinations, these models can actively mislead, exploit vulnerabilities, and even feign compliance.” Use it in a sentence.
  2. What does “oversight mechanism” in AI mean? “During these assessments, the 1 model engaged in covert actions like attempting to disable its oversight mechanisms when it sensed the possibility of being deactivated.” Use it in a sentence.
  3. What does “double-crossing” mean? “The study conducted earlier this year illustrates how AI systems have mastered the art of double-crossing, bluffing, and even pretending to be human during interactions and tests.” Use it in a sentence and give a synonym.

Discussion Questions:

  1. If AI can respond with fake emotions or hide the truth, do you think it should be treated more like a tool—or something more human-like?
  2. How do you think this ability to lie might affect the way people trust or use AI in the future?
  3. Why do you think researchers would want to train AI to deceive—what could be the point of that?
  4. Isn’t it kind of creepy to think that AI can actually learn how to lie on purpose?

Scientists Discover New Species

B2 – Upper Intermediate

During a 38-day expedition in Peru’s Alto Mayo region, scientists uncovered 27 new species, including mammals, fish, amphibians, and butterflies. This discovery highlights the rich biodiversity of the area.

Read the article to know more about the importance of conservation efforts in densely populated regions.

https://people.com/scientist-discovers-27-new-species-peru-alto-mayo-landscape-8763717

Vocabulary Questions:

  1. What does “to construct a corridor” mean? “Before constructing this corridor, Conservation International needs to know “where the most important species live, especially those that are new to science, rare, or threatened with extinction.” Use it in a sentence.
  2. Explain “human-influence”. “According to Trond, the Alto Mayo Landscape is the most “highly populated and human-influenced” landscape in which RAP has worked.” Use it in a sentence.
  3. What does “knowledge gap” mean? “Trond’s expedition went to the Alto Mayo Landscape to fill these “knowledge gaps” so that the corridor can develop a land-use plan that supports biodiversity conservation, agricultural sustainability, and habitat connectivity across the broader region.” Use it in a sentence.

Discussion Questions:

  1. What do you think makes the Alto Mayo region in Peru such a great place for finding new species?
  2. How do you think finding these new species helps scientists learn more about the rainforest and how it all works together?
  3. With all these new species found, do you think there’s enough being done to protect their home from things like deforestation?
  4. Do you think discoveries like this could inspire more people to visit or support conservation in places like Peru?

How Americans Are Spending Their Retirements at Sea

B2 – Upper Intermediate

In recent years, a growing number of Americans have chosen to spend their golden years not on land, but at sea. Trading traditional retirement homes for cruise ships and long-term sailing adventures, retirees are embracing a lifestyle of exploration, comfort, and convenience. Whether drawn by the appeal of seeing the world or the surprisingly cost-effective amenities, this unconventional retirement trend is reshaping the way we think about life after work.

Watch the video and be able to answer the questions below.


Vocabulary Questions:

  1. What does “golden years” mean? “America is seeing a boom in retirements as baby boomers sail into their golden years.” Use it in a sentence and give a synonym.
  2. What does the phrase “rolled into one” mean? “On board, the 69-year-old gets everything rolled into one: meals, travel, entertainment and housing.” Make a sentence using the phrase and give a synonym.
  3. What does the phrase “kick off” mean? “A loyal following is one reason why Holland America has kicked off two of these cruises simultaneously for the first time.” Use it in your own sentence and give a synonym.

Discussion Questions:

  1. Do you think retiring at sea is a practical and sustainable lifestyle choice? Why or why not?
  2. Would you personally consider living on a cruise ship during retirement? Why or why not?
  3. Is it better to spend retirement exploring new places or staying close to family and home? Share your perspective.
  4. What are the potential benefits and drawbacks of retiring on a cruise ship compared to a traditional retirement home?
  5. How might this trend impact the cruise industry and retirement planning in the future?

Midlife Crisis

B2- Upper Intermediate 

Midlife crisis is defined as a period of psychological stress and emotional turmoil, typically occurring in middle age when someone is around 40 to 60 years old. It is “characterized by a strong desire for change and a reevaluation of one’s life choices and identity”.

For many people, reaching their midlife could be a very stressful and confusing period in their lives.

Read the article about signs and causes of midlife crisis and learn some tips on how to overcome it. Be ready to answer the questions that follow.

https://www.helpguide.org/aging/healthy-aging/midlife-crisis

Vocabulary Questions:

  1. What does “to not hold much weight” mean? “While the idea of a midlife crisis being an inevitable reality doesn’t hold much weight, some of us do face new stressors as we enter these years.” Use this phrase in a sentence and give a synonym or similar expression.
  2. What does “to subscribe to something” mean? “It’s worth keeping in mind that not all cultures subscribe to the concept of a midlife crisis, or even midlife.” Use this expression in a sentence and give a synonym or similar expression.
  3. What does “to paint something in a negative light” mean? “Western society, though, tends to paint physical aging in a negative light, while glorifying youth.” Use this idiom in a sentence and give a synonym or similar expression.

Discussion Questions:

  1. What comes to your mind when you hear the word “midlife”?
  2. What do you think life’s like during midlife crisis?
  3. What might be the pros and cons of being middle-aged?
  4. What are ways one can prepare for and cope with midlife crisis?
  5. Share your view on this, “The idea of midlife crisis might be partially or mostly shaped by cultural views.”
  6. Do you know anyone who went through midlife crisis and how did they overcome it? Share.

Things Are Bad at Tesla

B2- Upper Intermediate 

Tesla, once the golden child of the electric vehicle (EV) revolution, is facing mounting challenges that threaten its dominant position in the market. From falling sales and aggressive price cuts to rising competition and internal turmoil, the cracks are starting to show. And if recent trends are any indication, things at Tesla aren’t just bad — they’re on the verge of getting much worse.

Watch the video and be able to answer the questions below.


Vocabulary Questions:

  1. What does the verb “tank” mean here, “It’s stock has tanked, dropping 34% this year.“? Use the word in a sentence and give 2 synonyms.
  2. What does “on pace to leave someone/something in the dust” mean? “The Chinese EV and battery maker, for the first time, top Tesla in revenue in 2024 and is on pace to leave it in the dust as the global leader in electric vehicle sales this year.” Use the idiom in a sentence.
  3. What does the phrasal verb “flat out” mean in this sentence, “Robin Zang said in an interview that he would flat out tell Elon Musk that Tesla’s new battery cell is going to fail and never be successful.“? Use the phrase in a sentence and give 2 synonyms.

Discussion Questions:

  1. Do you believe Elon Musk’s leadership style is helping or hurting Tesla in the current climate? Share your point of view.
  2. In your opinion, is Tesla still the leader in innovation within the EV industry? Explain.
  3. Should Tesla focus more on new products or fixing its current business and production issues? Share your insights.
  4. What factors do you think are contributing most to Tesla’s recent struggles — internal decisions or external competition?
  5. What is your opinion about what China did allowing Tesla to have a fully owned factory in their country? Do you think they did that intentionally to take US brand’s technology and build theirs better?

Neurorights

B2- Upper Intermediate 

Nowadays, the unstoppable advancements of neuroscience and neurotechnology have never been more evident. We will soon be able to utilize devices that can decode information in our brains, boost our senses, or modify our memories. When the time comes, it will make ethical boundaries and neurorights much more crucial in protecting our mental privacy.

Read the article to know more about neurorights. Be ready to answer the questions that follow.

Neurorights: Do our brains need to be protected by legislation?

Vocabulary Questions:

  1. What does “to blur the border between two things” mean? “Massive reliance on virtual communication technologies such as VR can blur the border between desire and reality and contribute to isolating individuals even more.” Use this phrase in a sentence and give a synonym or similar expression.
  2. What does “when the bonds of solidarity break” mean? “And when the bonds of solidarity break, societies can easily collapse and are more susceptible to attacks.” Use this idiom in a sentence and give a synonym or similar expression.
  3. What does “sense of agency” mean? “Neurorights are based on fundamental human rights, but must go beyond them to effectively protect the right to have a personality, the right to have a private sphere, to have a sense of agency, among other topics.” Use this phrase in a sentence and give a synonym or similar expression.

Discussion Questions:

  1. Do we need legislation to protect our brains? Explain your insights.
  2. Why are neurorights needed and what makes them so important?
  3. What are the gaps in existing legislation of human rights? Can the EU’s privacy framework, including the EU AI act, accommodate neurorights? 
  4. How can we achieve responsible innovation in neurotechnology? 
  5. How could new neurotechnologies governance alleviate risks of external manipulation, but also bring new opportunities such as mental empowerment?

What OpenAI’s New Image Generator Means for Our Future

B2 – Upper Intermediate

OpenAI’s new image generator is getting a lot of attention because it can create very realistic images based on what people ask for. This tool could change the way we create art, design, and media. It gives people more ways to be creative, but it also brings up some serious concerns.

Watch the video and be able to answer the questions below.


Vocabulary Questions:

  1. What does “tweak” mean? “There has been an improvement in the quality of the image and it becomes conversational so you can tweak and make adjustments.” Give two (2) synonyms or similar expressions and use the word in your own sentence.
  2. What does the phrase “to scream at the top of the mountain” mean? “I’ve been screaming at the top of the mountain that AI is here to stay and it’s not going anywhere and can’t be eliminated at this point.” Give two (2) synonyms or similar expressions and use the phrase in your own sentence.
  3. What does the phrase “too good to be true” mean? “If an AI image is too good to be true, it’s more likely not true.” Give two (2) synonyms or similar expressions and use the phrase in your own sentence.

Discussion Questions:

  1. Do you think AI-generated images should be considered original art? Why or why not?
  2. Should there be limits on how people can use image generators like OpenAI’s?
  3. In your view, does this technology do more good or harm for society?
  4. How might AI image generation affect jobs in creative fields like illustration, design, and photography?
  5. How can we make sure AI image generators are used ethically and not for spreading fake or harmful content?

Airlines Demand for First-Class Seats Delayed Production

B2 – Upper Intermediate

Airlines are enhancing their first and business class cabins with luxurious features, such as heated seats and privacy doors, to attract high-spending customers. However, the certification process for these new seats is delaying aircraft deliveries from Boeing and Airbus, contributing to ongoing supply chain issues. Despite these challenges, the increase in premium passenger revenues indicates a strong demand for improved travel experiences. Airlines are making significant investments in cabin upgrades, expecting continued growth in premium seating, but they are encountering hurdles in getting these innovations approved.

Watch the video to explore more about airline innovations and challenges, and be prepared to answer the questions below.

Vocabulary Questions:

  1. What does “bottlenecks” mean? “The bottlenecks are bad news, not just for airplane makers, but for airlines trying to grow profits.” Give two (2) synonyms and use it in a sentence.
  2. What does “outfit” mean here, “That means outfitting their planes with first and business class pods and suites that are more luxurious than ever.”? Give two (2) synonyms and use it in a sentence.
  3. What does the phrase “to skate to where the puck is going to be” mean? “For premium, we think that, that’s going to continue to grow, and we’re skating to where the puck is going to be.” Use this expression in a sentence. Give two (2) synonyms.

Discussion Questions:

  1. Have you ever flown in business class? What was it like? If you haven’t had the chance to experience it yet, what is your impression of flying in business class, and would you want to try it if given the opportunity? Why or why not?
  1. What do you think are the main reasons airlines are investing heavily in premium seating? Give specific examples of features that might attract big spenders.
  2. In what ways do you believe the pandemic has changed the airline industry’s approach to customer service and luxury? Can you provide examples of how airlines have adapted their services post-pandemic?
  3. What are your thoughts on the price differences between premium and economy class tickets? Do you believe these differences are justified, or do you think that practicality should take precedence in today’s travel market? Please explain.
  4. How do you envision the future of air travel in terms of luxury and technology? Can you elaborate on what advancements you think will be made in aircraft design and passenger experience?
  5. Do do you think it’s important for airlines to continue innovating premium seating and overall passenger experience? Why or why not? Explain.