Tag: business and business english

Quiet Luxury: A Marketing Psychology Trick

B2 – Upper Intermediate

Quiet luxury, a growing trend in the fashion and lifestyle industries, emphasizes understated elegance over flashy branding. Rather than relying on visible logos or extravagant designs, it appeals to consumers who value exclusivity, craftsmanship, and subtle sophistication. This marketing strategy taps into psychology, creating a sense of prestige through minimalism and discretion. By targeting those who seek status without overt display, brands successfully position quiet luxury as a symbol of refined taste and timeless wealth.

Watch the video to learn more and be able to answer the following questions.


Vocabulary Questions:

  1. What does “over-the-top” mean? “Luxury fashion is often loud, with monograms, logos, and over-the-top designs, like Gucci belts and Louis Vuitton handbags that everyone can spot miles away.” Give 2 synonyms. Make a sentence using the expression.
  2. What does the phrase “from the row” mean? “It’s like wearing a $3000 sweater from the row.” Use it in a sentence.
  3. What does the expression, “take something to a new level” mean? “Everything from the way we dress sends messages to others but quiet luxury takes it to a new level.” Use it in a sentence.


Discussion Questions:

  1. How does quiet luxury differ from traditional luxury branding, and what psychological factors contribute to its appeal?
  2. In what ways does quiet luxury influence consumer behavior and perceptions of status?
  3. Do you believe quiet luxury is a genuine expression of sophistication, or is it just another marketing strategy to target wealthy consumers? Why?
  4. Is quiet luxury more sustainable compared to traditional luxury brands, or is it simply a rebranding of consumerism? Elaborate.
  5. Do you think the appeal of quiet luxury will continue to grow, or will it eventually be replaced by more conspicuous trends? Expand.

DeepSeek

B2 – Upper Intermediate

Companies in the tech sector are investing billions of dollars to stay ahead of the AI revolution. Nevertheless, a Chinese startup company that was established with relatively little funding appears to have stunned the market by being competent and even outperforming ChatGPT.

To learn more about Deep Seek, watch the video below.

Vocabulary Questions:

  1. What does “to spin out of a hedge fund” mean? “DeepSeek is a Chinese AI startup that was formed in 2023 and spun out of a hedge fund.” Use it in a sentence.
  2. What does “sidestep” mean? “Just don’t ask it about Chinese politics. It’s reasoning is align with that of Beijing’s sensors, meaning, some questions are politely sidestepped.” Give two (2) synonyms or similar expressions and use ‘sidestep’ in your own sentence.
  3. What is the meaning of “over the edge“? “ DeepSeek can be used uncensored on it’s platform but what really sent investors over the edge is that DeepSeek was able to build this model and train it at just a fraction of the cost.” Give two (2) synonyms or similar expressions and use ‘over the edge’ in your own sentence.

Discussion Questions:

  1. Have you heard anything about DeepSeek? What is your initial reaction to the Chinese startup AI company?
  2. How do you think DeepSeek questions the narrative of US tech giants supremacy, who have claimed supremacy in the AI race?
  3. Why was DeepSeek better than other popular models, such as open AIS, and other benchmarks?
  4. What made it possible to create such a proficient app with just a fraction of funding compared to other competitors with billions or even predicted trillions of dollars in funding?
  5. What are your thoughts on this statement: “I think that the US has spent a long time underestimating China. China’s tech sector is actually very capable of innovating and creating these very powerful and very advanced products, and I think that Silicon Valley’s presumed lead that they have over China, I don’t think they should take that for granted.“

The Rise of Non-Alcoholic Beer

B2 – Upper Intermediate

The increasing demand for non-alcoholic beer is driven by a focus on health and mindful drinking. With advancements in brewing, both major and craft breweries now offer better-tasting options, making it a popular choice for social settings. As wellness trends continue to shape the market, non-alcoholic beer is redefining the way people approach beer consumption.

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


Vocabulary Questions:

  1. What does the phrase “to get the ball rolling” mean? “We like to think that Athletic [Brewing Company] really got the ball rolling in this space. Non-alcoholic craft beer has been the fastest growing category in beer for four plus years now.” Use the idiom in a sentence.
  2. What does “zebra striping” mean? “Eighty percent of our drinkers do drink alcohol at other occasions. So the trend of “zebra striping” where people drink alcohol, non-alcohol, alcohol, non-alcohol throughout the night to pace out their session, moderate their ABV intake has become increasingly common.” Use the expression in a sentence.
  3. What does “find one’s footing” mean? “Non-alcoholic beer is still finding its footing in the US.” Use the idiom in a sentence.


Discussion Questions:

  1. Do you think non-alcoholic beer can ever fully replace traditional beer in social settings? Why or why not?
  2. Is the rise of non-alcoholic beer a passing trend, or do you believe it represents a long-term shift in consumer habits? Explain.
  3. Do you think non-alcoholic beer should be marketed differently than regular beer? If so, how?
  4. What factors do you think have contributed the most to the growing popularity of non-alcoholic beer?
  5. Would you be interested in having non-alcoholic beer? Why or why not?
  6. Have you ever done “zebra striping” at an occasion? Why did you do it? If not yet, why haven’t you done it?
  7. “You don’t always have to have alcohol to have fun.” Do you agree or disagree?

Brands Use Anchoring in Advertising

B2 – Upper Intermediate

Brands use anchoring in advertising to influence consumer perception and decision-making by presenting an initial reference point—often a price, feature, or comparison—that shapes how customers evaluate a product. This psychological tactic can make discounts seem more appealing, premium options appear more valuable, or certain products stand out as the best choice. From “original price” comparisons to strategic product placements, anchoring plays a crucial role in shaping purchasing behavior and maximizing sales.

Watch the video and be able to answer the questions that follow.


Vocabulary Questions:

  1. What does the phrase “pull up” mean in this sentence? “You’re heading to a store and when you pull up, you see a sign saying, “Cheeseburgers, buy two get one free!” Make a sentence using it.
  2. What does the phrase “go for” mean? “When you see the sign, “Buy two get one free” you go for it.” Use this phrase in a sentence.
  3. What does the word “deal” mean in this sentence? “Buy two get one free” sounds like a great deal.” Use it in a sentence.


Discussion Questions:

  1. Do you think brands use anchoring ethically in advertising, or is it a manipulative tactic? Why?
  2. Have you ever made a purchase because an initial price or comparison influenced your decision? How did you feel afterward?
  3. Should there be regulations to limit how brands use anchoring in marketing strategies? Why or why not?
  4. How do brands use anchoring in pricing strategies, such as discounts and “original price” displays, to influence consumer behavior?
  5. Can anchoring be used positively in advertising, such as promoting healthier choices or sustainable products? Why or why not?





Trump and Europe’s Wind Energy

B1 – Intermediate 

One of the first things US President Donald Trump is doing is to temporarily stop new offshore wind projects. These new wind energy policies affect some of Europe’s most important green energy companies.

Listen to this audio and read the transcript about President Donald Trump’s decision to stop new US offshore wind leasing projects.

https://www.newsinlevels.com/products/trump-and-europes-wind-energy-level-2

Vocabulary Questions:

  1. What does “offshore” mean? “The company took a 1.69 billion dollar loss on US projects, including Sunrise Wind, which was meant to be the largest US offshore wind farm.” Give two (2) synonyms or similar expressions and use ‘offshore’ in your own sentence.
  2. What does the phrase “to be/get hit hard” mean? “Denmark’s Orsted got hit hardest, as its shares fell by 17%.” Use this idiom in a sentence.
  3. What is a “wind farm”? “The company took a 1.69 billion dollar loss on US projects, including Sunrise Wind, which was meant to be the largest US offshore wind farm.” Use this phrase in a sentence.

Discussion Questions:

  1. Share your thoughts on this news.
  2. What are the good and bad things about wind turbines and wind energy?
  3. Mr. Trump believes wind turbines are ugly, too expensive, and harmful to animals. What is your opinion on his views about wind energy?
  4. How does US President Trump’s new policies affect the European wind power companies?
  5. What can these companies do to move forward from this problem/situation?

Los Angeles Wildfires Lead to Sky-High Rents  

B1 – Intermediate 

There have been more than 15,000 structures destroyed and hundreds of thousands of people affected by the wildfires in Los Angeles recently.

Those residents that lost their homes need to find a place to live in after this devastating incident. 

Unfortunately, some landlords seem to be taking advantage of this situation to increase their profits by raising the rents.

Read more about the high rents in Los Angeles after the wildfires.

https://breakingnewsenglish.com/2501/250116-los-angeles-fires-2.html

Vocabulary Questions:

  1. What does “price gouging” mean? “The California governor introduced a price gouging law on January the 7th.” Use this phrase in a sentence.
  2. What does “upmarket” mean? “Actress Paris Hilton lost her house in upmarket Malibu.” Give two (2) synonyms or similar expressions and use ‘upmarket’ in your own sentence.
  3. What does “to break/shatter one’s heart into pieces” mean? “Actress Paris Hilton lost her house in upmarket Malibu. She wrote on social media: It feels like my heart has shattered into a million pieces.” Use this idiom in a sentence.

Discussion Questions:

  1. What is your opinion about some landlords increasing the rents by thousands of dollars in the middle of the wildfires in LA?
  2. Is price gouging ever justifiable or fair? Explain your thoughts.
  3. Talk about another incident of price gouging that you know of.
  4. “Many people are blaming climate change for the fires. Little rain left Los Angeles very dry. The risk of wildfires is high.” Share your opinion about this statement. 
  5. Has your country ever been affected by wildfires? Talk about this instance.

Japanese Store Deploys Remote Convenience Store Clerks

B2 – Upper Intermediate

24-hour convenience stores, as the word suggests, provide convenience to its customers by its round-the-clock availability. Along with its full-scale operation, comes the need for more manpower. In a country that suffers from labor shortage like Japan, convenience stores are getting more creative in order to fill these positions.

Read the article and find out what Lawson Japan is doing to address this issue.

https://www.techspot.com/news/106169-japanese-store-deploys-remote-workers-convenience-store-clerks.html

Vocabulary Questions:

  1. What does the phrase “labor pool” mean? “The goal is to boost productivity by tapping into underutilized labor pools in areas with significant time differences from Japan.” Use it in a sentence.
  2. What does “around the clock” mean? “While this approach might feel a bit impersonal, the avatar system could help ensure these essential stores remain operational and accessible around the clock.” Use it in a sentence and give two synonyms.
  3. What does “to address something head-on” mean? “Lawson’s innovative solution aims to address this challenge head-on.” Use it in your own sentence.

Discussion Questions:

  1. What do you think of Lawson hiring remote workers?
  2. What are the advantages to this?
  3. What might be problems with hiring remote convenience store clerks?
  4. What industries suffer from labor shortages in your country? In your opinion, why are these industries affected by this?
  5. What do you think can be done in order to address labor shortage in a country?

Spot a Fake Louis Vuitton Bag

B2 – Upper Intermediate 

Louis Vuitton is one of the most important brands in the fashion industry, and perhaps the world. Many can only dream about owning a bag or any item from the very expensive designer label.

So many are trying to imitate, make, and sell fake Louis Vuitton products.

The problem is that it is getting more and more difficult to know if they are authentic or not.

Watch the video how to difficult it is to tell an original Louis Vuitton bag from a fake one.

Vocabulary Questions:

  1. What does the word “sought-after” mean? “She sells Louis Vuitton, Chanel, and other sought-after brands.” Give two (2) synonyms or similar expressions and use ‘sought-after’ in your own sentence. 
  2. What does the phrase “telltale sign” mean? “Do they have items that no one else has, but all of a sudden, this website has them? Those are definite telltale signs.” Give two (2) synonyms or similar expressions and use ‘telltale sign’ in your own sentence.
  3. What does “run-of-the mill” mean? “This is your run-of-the-mill counterfeited piece with the Gucci.” Give two (2) synonyms or similar expressions and use ‘run-of-the mill’ in your own sentence.

Discussion Questions:

  1. How can the difficulty of spotting fake products affect the original brands?
  2. How can brands fight against counterfeiting?
  3. How can you tell if an item sold online is fake or not?
  4. Share your experience unintentionally buying a fake product on the internet.

Subscriptions Are Ruining Our Lives

B2 – Upper Intermediate

Subscriptions are becoming an inevitable aspect of both online and offline life. There will always be a subscription-based service to suit your demands, whether they are related to entertainment, food, or music. We pay for an increasing number of subscriptions because we desire services in our lives, and the more we pay, the bigger our costs get.

To learn more about how businesses use the subscription model, watch the video below.

Vocabulary Questions:

  1. Explain “cash grab”. “ Like most people, I thought that subscriptions were just an annoying and frustrating cash grab by greedy corporations.”. Create a sentence using this phrase.
  2. What does “software tethering” mean? “This tactic is called software tethering and it shows up all over the place” Use this term to make your own sentence.
  3. What is the meaning of “to go public“? “Salesforce went public in 2004 and was the top performing IPO of the year.” Use this term in a sentence.

Discussion Questions:

  1. How do you feel about subscription-based services in general?
  2. How do you feel about subscription services that force you to pay for something you own?
  3. What is the purpose of subscriptions today? Why were they designed this way? Are they built with good intentions in mind? 
  4. Do you have any subscriptions? If so, is the price worth the services they offer you?

America’s Biggest Brands Are Failing to Keep Up in China

B2 – Upper Intermediate

Despite their global reputation, many of America’s biggest brands are struggling to maintain a competitive edge in China. Shifting consumer preferences, the rise of local competitors, and increasing regulatory challenges are making it harder for these brands to thrive. Chinese consumers are favoring domestic products that better align with their tastes, values, and budgets. This evolving market landscape highlights the challenges of adapting to a rapidly changing and highly competitive environment.

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

Vocabulary Questions:

  1. What does “squeeze out” mean in this sentence, “Tastien” is just one example of a Chinese brand squeezing out U.S. rivals.“? Use the phrase in a sentence.
  2. What does “to make inroads” mean? “Younger Chinese consumers are increasingly gravitating towards brands that incorporate elements of traditional Chinese culture and style and it has allowed brands like Anta to make inroads in a market that long has been dominated by Nike and other Western brands.” Use the phrase in a sentence.
  3. What does the phrase “an untapped gold mine” mean? “The country’s more than 1 billion shoppers were once seen as an untapped gold mine for Western brands.” Use the phrase in a sentence.

Discussion Questions:

  1. Why do you think some American brands struggle to connect with Chinese consumers, despite their global popularity?
  2. Do you believe American companies should prioritize adapting their products to local tastes, even if it means changing their identity?
  3. What strategies can American brands adopt to compete effectively with Chinese companies in their home market?
  4. How does the rise of national pride and preference for local brands influence consumer behavior in China?