Business Spotlight I10 2023

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EDITORIAL
The impression you make

The way you speak, the way you disagree, the way you behave with
different people – it all makes an impression that you can control.
Ann-Katrin Schmitz,
founder of Baby got Business
BABY GOT BUSINESS

Conference 2023
For those of you active in
the world of social media or
influencer marketing, Business
Spotlight has a tip for you:
brands, creators and platforms
will be meeting one day long
in Hamburg’s Curio-Haus
to discuss and explore new
T
oday, personal branding isn’t something we just do on social trends, current developments
media. We do it all the time, in every personal interaction we and exciting cases. Hosted
have with others. How we present ourselves affects how we are by Baby got Business and
perceived. Some aspects of our self-presentation we can control IDeeDialog — and partnered
more easily than others. with Business Spotlight.
Titelillustration: ivector/Shutterstock.com; Fotos: Hung_Chung_Chih/iStock.com; privat
For example, this month, we give you tips on how to disagree politely When: 20 October 2023
and positively, without discouraging your colleagues or boss. We also Where: Curio-Haus, Hamburg
address style-shifting, the act of changing your tone and behaviour ac-
Find out more:
cording to the situation. And we explain accent bias and how your accent https://babygotbusiness.com/
affects your career. pages/konferenz
It’s not just individuals who have to be concerned with their image.
Companies, too, have an image to project and protect. In order to avoid
making mistakes in the eyes of young adult consumers, many compa- personal branding
nies are hiring Gen Z consultants to advise them on what image works , etwa: Eigenmarketing
well — and what doesn’t. What image would you like to project to your affect sth. , etw. beeinflussen
colleagues? perceive sb. , jmdn. wahrnehmen
Think and enjoy.
bias [(baIEs] , Vorurteil
project sth. , etw. projizieren;
hier: nach außen vermitteln
JUDITH GILBERT, EDITOR-IN-CHIEF brand , hier: Markenvertreter(in)

judith.gilbert@zeit-sprachen.de host sth. , etw. veranstalten
EDITORIAL 10/2023 Business Spotlight 3

CONTENTS
10/2023
TRENDS
6 The Big Picture
8 Names and News

E
The 50th anniversary of the Sydney
Opera House
The latest from the business world

10 Bits and Bytes E
M+ 
38 Career Coach
How to disagree but still sound
positive, without discouraging the
person you’re talking to
News and numbers on the internet

11 Innovation M 
Recycling and weather forecasting
12 Profile M
Clover Hogan — climate activist,
TED speaker and researcher at 24
14 Profile M
Gary Neville — from professional
footballer to property mogul
16 Head-to-Head A+
Should we ban fossil fuels now?
18 Global Business A 
Meet the Gen Z brand consultants
22 Travel M+
48 hours in Dublin
25 Facts and Figures E
Are young men giving up on
education?
26 Food Industry M
18
The business of making insects palatable
COMMUNICATION
30 Business Skills M+ 
Style-shifting — changing the way
you speak to your audience Global Business
Meet the Gen Z
CAREERS brand consultants,
33 Odd Jobs M+ helping companies to
Choosing a career as a ghostwriter grasp the mindset of
young consumers
34 Accent Bias M 
How your accent can influence your
career
38 Career Coach M+  REGULAR SECTIONS
How to disagree without saying 3 Editorial
“Yes, but...” 50 Quiz M
How much do you
LANGUAGE know about coffee?
42 English for... E  51 Preview / Impressum
Banking
44 Skill Up! M+ 
Presentations There is extra audio material related to
this article on Business Spotlight Audio
48 Test E MA+
+ You can find exercises related to this
Assess your language skills article in Business Spotlight Plus
4 Business Spotlight 10/2023 CONTENTS

How Business Spotlight products can
help your English and business skills:
34
Accent Bias
10
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23
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Business Übungsheft
PLUS
Business Spotlight Plus
Practise the language of topics
from the current magazine with
our special 16-page exercise
What effect does booklet.
your accent have
€ 5,50 (D) | € 6,30 (A) | sfr 8,70 (CH)

on others? How to disagree and still be positive
Head-to-Head Intercultural Business Skills
Should we ban Test your knowledge Why style-shifting
fossil fuels now? of Ireland is a good idea
10
—
23
E N G L I S H F O R YO U R W O R K A N D L I F E
AUDIO
Business Spotlight Audio
Improve your listening compre-
Career Coach hension with 60 minutes of texts,
Disagree
politely —
don’t say
dialogues, exercises and inter-
“Yes, but...”!
Food industry Quiz Skill Up!
views on topics in the current
Can you imagine Coffee — an office Practise talking
magazine.
eating insects? necessity about presentations
ZEIT für Englisch Newsletter —

Ihre 10 Minuten Englisch pro Woche
12 Profile
Our free weekly newsletter with
quizzes, fun language exercises
and thought-provoking, serious
journalism that will help
Clover Hogan, improve your English.
Illustrationen: Georg Lechner; tttuna/iStock.com;. Fotos: Lionel Préau/Riva Press/laif; Charoen Krung Photography/Shutterstock.com; Lucas Ottone/Stocksy.com
successful climate To subscribe, go to https://www.

activist and speaker business-spotlight.de/zeit-fuer-
englisch
26
Food Industry
Business Spotlight in the Classroom
Our monthly newsletter for business English teach-
ers and trainers provides free lesson plans and work-
sheets. To receive the newsletter by email, write to:
B2B@zeit-sprachen.de
Climate-friendly but hard
to swallow — will insects
be our primary source of Online and social media
protein in the future?
You can find more business English content at:

www.business-spotlight.de
www.facebook.com/businessspotlight
www.linkedin.com/company/zeit-sprachen
www.instagram.com/business.spotlight_official
Language in Business Spotlight

➻ Articles use the style, spelling, punctuation and pronuncia-
tion of British English unless otherwise marked.
➻ Articles that use American style, spelling, punctuation and
pronunciation are marked “US”.
Approximately Approximately at Approximately at

at CEF level A2 CEF levels B1–B2 CEF levels C1–C2
CEF: European Framework of Reference for Languages
ifml.: informal word or phrase
vulg.: vulgar word or phrase; sl.: slang word or phrase
non-stand.: non-standard word or phrase
UK: chiefly British usage; US: chiefly North American usage
CONTENTS 10/2023 Business Spotlight 5

THE BIG PICTURE
A big birthday EASY
AUSTRALIA • Innovating is never easy. years and cost A$102 million. Utzon him- — although locals joke that it looks like a
The Sydney Opera House is a masterpiece self quit halfway through the construction, stack of drying dishes. What happens in-
of 20th-century architecture, but its crea- leaving a young Australian architect named side is just as important. The Opera House
tion was rather less masterful. Danish ar- Peter Hall to finish the job. is a busy performing-arts venue, with up
chitect Jørn Utzon’s unusual design, which Today, all of that is water under the Har- to 2,500 performances and events, and at-
includes interlocking concrete panels for bour Bridge, because the Sydney Opera tracting 11 million visitors a year.
the roof, was an enormous challenge for the House is the city’s best-known landmark, October 2023 marks the 50th anniver-
construction engineers. The project, begun most popular tourist destination and one sary of its official opening. The building
in 1959, had been expected to take four of the most photographed buildings in was finished a decade late and 1,357 per
years and cost A$7 million (about €76 mil- the world. Its striking appearance was in- cent over budget, but Sydney would be
lion in today’s money) — it actually took 14 spired by the sails of boats on the harbour unthinkable without it.
Foto: Richard Taylor/HUBER IMAGES
masterpiece interlocking engineer [)endZI(nIE] landmark , Wahrzeichen, venue [(venju:]

, Meisterwerk , ineinandergreifend; , [wg. Aussprache] Erkennungszeichen , Veranstaltungsort
hier: verschachtelt
architecture [(A:kItektSE] quit (ifml.) , weggehen; striking , auffällig, anniversary
, [wg. Aussprache] concrete panel hier: das Projekt abgeben bemerkenswert [)ÄnI(v§:sEri]
[(kQNkri:t )pÄn&l] , Jubiläum
water: be ~ under the bridge stack , Stapel
, Betonplatte, -fertigteil
, Schnee von gestern sein
7
NAMES AND NEWS
“Lies spread
faster than
facts, at least
six times faster”
MARIA RESSA (born in 1963),

Filipino-American journalist,
activist, entrepreneur and
Roberto Zariquiey Nobel Peace Prize winner
PROFILE
entrepreneur [)QntrEprE(n§:] , Unternehmer(in)
More than words
MEDIUM AUDIO
Iskonawa is a language from the mountainous jungle [(dZVNg&l]

jungle of Peru. It uses a lot of onomatopoeic , Dschungel, Urwald
words and polysemy (having more than one
meaning), and it allows multiple verbs in the
onomatopoeic
[)QnEUmÄtE(pi:Ik]
Comparison
, onomatopoetisch,
same sentence. Sadly, this unusual language has HOLE-IN-ONE INSURANCE
Fotos: Harvard Radcliffe Institute/Photo by Lou Jones; lev radin/Shutterstock.com; Illustration: CSA Images/istock.com
lautmalerisch
almost disappeared: there is exactly one elder-
elderly , älter On top of prize money for the champions, the
ly, lucid speaker left. Iskonawa is far from alone
lucid [(lu:sId] , klar; organizers and sponsors of golf tournaments
— even by optimistic estimates, around half of hier: bei klarem Verstand offer cash for players who hit a hole in one.
the 5,000 or so languages spoken today could be They get insurance to cover the risk.
preserve sth.
gone by the end of this century. , etw. erhalten
Roberto Zariquiey, a 44-year-old linguist from Probability of a golfer hitting a hole in one:
ancestral language Professional: 1 in 3,000
the Pontifical Catholic University of Peru, is , Sprache der Vorfahren Amateur: 1 in 12,500
working to preserve Iskonawa. He has made sev- extinction Holes in one are rare.
eral vocabulary apps with voice recordings and , Aussterben
However, in the US
opened a language school to teach children at cognition , Erkenntnis, alone, about 450
least the basics of their ancestral language. Even Wahrnehmung million rounds of golf
though he won’t be able to save Iskonawa from sample , Auswahl are played per year,
extinction, Zariquiey sees the importance of and a hole in one is
bias [(baIEs] achieved, on average,
holding on to knowledge of such rare languages. , Tendenz
once in every 3,500
“Most of the claims about human cognition ... are vital [(vaIt&l] rounds — or 128,000
based on a very homogeneous sample of human , wichtig times a year.
beings,” he told The Washington Post. “There is this clue [klu:] , Hinweis
Source: The Hustle
very big bias toward languages with similar char-
acteristics.” tournament hole in one: insurance
As the world’s languages disappear, we risk [(tUEnEmEnt] hit a ~ [In(SUErEns]
, Turnier , mit dem , Versicherung
losing much more than just words, including ersten Schlag
what could be vital clues about human culture, einlochen
evolution and even medical science.
8 Business Spotlight 10/2023 TRENDS

CONSUMER GOODS
Imitation game
MEDIUM AUDIO
According to a study by the OECD and the

EU Intellectual Property Office, trade in
counterfeit and pirated goods amounted to
3.3 per cent of global trade — even before
Covid-19 powered a rise in online shopping.
In the EU, 6.8 per cent of imported consumer
goods from non-EU countries are fakes.
From phony Rolex watches to imitation
Gucci handbags — fakes have long been a
problem in the luxury-goods market. But
this now goes far beyond clothes and acces-
sories to include tools, office supplies and
anything else that promises to be profitable.
RELIGION
Around 55 per cent of the fakes identified in
Europe come from China, followed by Hong
Kong and Turkey. Supervision of the manu- Cows causing chaos
facturing sector in those countries is weak, MEDIUM AUDIO PLUS
and working conditions tend to be poor.
Fake products are more than just an an- Cows are a big deal in India. About 900 people died in cow-related road
noyance for retailers and their customers. 80 per cent of Indians are Hindus, accidents in the northern state of
Poor-quality imitations of medical supplies, for whom cows are sacred. Prac- Haryana. Some authorities have
for example, or car parts, food and cosmetics, tising Hindus never eat beef, and put glow-in-the-dark stickers on the
can be harmful and dangerous. While some slaughtering cows is against the law cows to warn drivers at night.
consumers may be pleased about fancy-look- in much of the country. But the ani- The farmers are not really to
ing products that cost next to nothing, imi- mals also cause problems. As males blame. Unproductive animals are a
tations also put manufacturing jobs at risk. cannot provide milk or meat, they’re financial burden they can’t manage,
often abandoned by farmers. There but technology might help. Artificial
are now some five million stray insemination allows farmers to se-
cows in India, and no one is sure lectively breed females. The existing
what to do about them. strays are not going away — espe-
Sacred or not, stray cows damage cially since Hindu nationalists have
crops, spread disease and cause hav- made cows a sensitive political top-
oc by wandering across motorways. ic. In the meantime, drive carefully
Between 2018 and 2022, more than in India.
big deal: be a ~ (ifml.) stray , herrenlos artificial insemination

, etw. (ganz) Besonderes sein , künstliche Befruchtung
crop , Nutzpflanze
sacred [seI(krId] , heilig breed sth.
cause havoc [(hÄvEk]
Fotos: Dino Geromella/iStock.com; Parikh Mahendra N/Shutterstock.com
, etw. züchten
beef , Rindfleisch , Chaos anrichten
sensitive
slaughter sth. [(slO:tE] glow-in-the-dark
, hier: heikel
, etw. schlachten , im Dunkeln leuchtend
topic , Thema
abandon sb./sth. , jmdn./etw. burden , Belastung
im Stich lassen, aussetzen
EU Intellectual Property accessory [Ek(sesEri]

Office , Amt der EU für
geistiges Eigentum
counterfeit [(kaUntEfIt]
, gefälscht, nachgeahmt
, Accessoire
office supply [sE(plaI]

, Bürobedarf
NSFW
annoyance [E(nOIEns] This stands for “not safe for work” or “not suitable for work”. The ab-
pirated , raubkopiert, , Ärgernis breviation appears on social media to warn you when a particular post
unerlaubt hergestellt should not be viewed during working hours or on your work computer.
retailer [(ri:teI&lE]
phony [(fEUni] (ifml.) , Einzelhändler(in)
, unecht
fancy , schick suitable [(su:tEb&l] , geeignet abbreviation [E)bri:vi(eIS&n] , Abkürzung
TRENDS Business Spotlight 10/2023 9

BITS AND BYTES
EASY
Not crashing, just dancing

Apple has turned its smartphones and watches into health-and-safety devices, whose movement sensors can detect
a car crash, for example, and automatically call for help. This feature can save lives but may need some refinement.
Over one weekend in 2023, the Apple devices of visitors to the Bonnaroo Music & Arts Festival, in Tennessee,
mistook fast dancing for accidents and sent hundreds of false emergency calls to the police.
device [di(vaIs] detect sth. feature [(fi:tSE] refinement emergency call
, Gerät , etw. erkennen , Funktion , Verbesserung , Notruf
22.5
million foldable
smartphones will
be shipped this 15 million
year. By 2027, fold- websites were used to train some of the
ables could make most popular AIs (called large language
up 30 per cent of models), including Google’s T5 and Meta
AI’s LLaMA.
the smartphone
market. The three biggest sites used:
433
However, technical problems
have made growth slower than
• patents.google.com (which has texts of
patents from around the world)
Although quantum computers have

expected, which is probably why • wikipedia.org (the free online encyclo-
pedia)
not yet done much that’s very prac-
tical, it is mainly because of a lack
Apple has decided to wait until
2025 to enter the market. Mean-
while, the foldables
• scribd.com (a subscription-only digital
library)
of “qubits” (quantum bits). In 2022,
IBM built what is thought to be the pioneer, Samsung, At least 28 sites in the data set have been
world’s largest quantum comput- faces rising compe- identified by the US government as mar-
ing system, with a processor that has tition from Chinese kets for pirated and fake content.
433 qubits. For quantum to go main- phone makers.
AI (artificial intelligence) subscription
stream, however, it’ll need much more
, KI (künstliche , Abonnement
than that. The company is planning a ship sth. Intelligenz)
100,000-qubit machine — which is ex- , hier: etw. pirated [(paI&rEtId]
ausliefern , raubkopiert
pected to take ten years or so to build.
competition
quantum computer go mainstream , Wett-
, Quantencomputer , sich etablieren bewerb,
Konkurrenz
revenue [(revEnju:]
, Umsatz(erlös)
release sth.
The rivals , etw. herausbringen
Subway Surfers and Stumble Guys are the two most popular video games of 2022. In the mid-2010s, mobile games
overtook console and PC games in volume and revenues, and now make up more than 50 per cent of the gaming market.
304 MILLION 254 MILLION

Downloads (2022) Downloads (2022)
Fotos: fifg, ennizn, JOCA_PH/Shutterstock.com
KILOO AND SYBO GAMES SCOPELY, INC. (USA)

Developers (Denmark) Developers (USA)
2012 2021
First released First released
Subway Surfers Stumble Guys

INNOVATION
RECYCLING
New life for

old wind turbines
MEDIUM AUDIO
Wind power is a vital renewable energy source,

but what can be done with all the old wind-turbine
blades? First-generation wind turbines, built in the
1990s, are coming to the end of their useful life. By
2050, an estimated 43 million tonnes of old blades
will need to be disposed of.
The problem is that the advanced composite ma-
terials that make the blades so strong and light also
make them difficult to recycle. This is why an interna-
tional and interdisciplinary research team, a project
called “Re-Wind”, is giving turbine blades a second
life. Their strength and lightness actually make the
blades reusable in a number of different ways — for
WEATHER FORECASTING
example as power-line poles, roofs for houses or bike
shelters and even as footbridges.
Manufacturers have developed fully recyclable Looking at lightning
turbine blades — and even bladeless wind turbines. MEDIUM AUDIO
Until such technology is in widespread use, how-
ever, more and more innovative ways to reuse the People often blame the weather forecast when
old blades will be needed. they’re surprised by a rain shower, but improved
technology has made forecasts increasingly reliable.
vital [(vaIt&l] composite material power-line pole
, wichtig, [)kQmpEzIt , Hochspannungs- By 2015, a six-day forecast was as accurate as a three
unerlässlich mE(tIEriEl] mast day forecast in 1975. This is not just for convenience.
, Verbundwerkstoff
blade , Klinge; shelter In Europe alone, severe weather has caused about
hier: Rotorblatt Re-Wind [)ri: (wInd] , hier: Abstellplatz €500 billion of damage over the past 40 years. As cli-
, Wortspiel mit
dispose of sth.
„rewind“
footbridge mate change makes storms more frequent, earlier
, etw. entsorgen , Steg, Fußgänger-
rewind [ri:(waInd] warnings will help to protect lives and property.
überführung
, zurückspulen The newest piece of weather forecasting kit is
36,000 kilometres up. Europe’s Meteosat Third Gen-
What can be done eration satellite has four cameras, each of which takes
with old wind-
turbine blades? 1,000 images a second. They track lightning within
and between clouds as well as ground strikes. An al-
gorithm helps make sense of the data.
“Severe storms are often preceded by abrupt
changes in lightning activity,” Phil Evans, the head
of the European weather satellite agency, Eumetsat,
told the Financial Times. Better lightning data means
Fotos: onuma Inthapong, mishooo/iStock.com
more time to prepare for bad weather.
forecast severe [sI(vIE] lightning

, Vorhersage , heftig , Blitz
reliable [rɪˈlaɪəb&l] billion , Milliarde(n) ground strike

, zuverlässig , Bodeneinschlag
kit , Werkzeugsatz;
convenience hier: Instrumente preceded:
[kEn(vi:niEns] ... is ~ by ...
track sth.
, Annehmlichkeit, , ... geht ... voraus
, etw. nachverfolgen
Bequemlichkeit
10/2023 Business Spotlight 11

PROFILE
“Young people
have not created
this reality; we’ve
inherited it”
Clover Hogan
Climate champion
Sie ist eine der einflussreichsten Klimaaktivisten der Welt:
Clover Hogan ist erst 24 Jahre alt – und berät bereits weltweit
Regierungen und Unternehmen beim Kampf gegen die Klimakrise.
Von SARAH EVANS

MEDIUM
CLOVER HOGAN
Known as: entrepreneur, climate activist,
researcher, speaker
Spoken at: Athens Democracy Forum,
N
ot many people in their early 20s can say they’ve con- COP26, Women’s Forum Global Meeting in
Paris, Humanity Rising Summit and more
sulted in the boardrooms of Fortune 500 companies Focus areas: nature and extinction, eco-
or been listed on the Forbes 30 Under 30 list. Not many anxiety, climate action in business, youth
people of any age have held a TED Talk or spoken action
alongside people such as Jane Goodhall or Greta Thunberg at entrepreneur eco-anxiety
discussion panels. Clover Hogan, founder, climate activist and [)QntrEprE(n§:] [)i:kEU ÄN(zaIEti]
, Unternehmer(in) , Angst vor dem
researcher, has done all of the above and she’s still only 24. Klimawandel
extinction , Aus-
Born in Australia, Hogan says that, as a child, she watched
sterben, Ausrottung
eco-documentaries and experienced heartbreak when she saw
shorelines coloured red from dolphin hunts and forests being
destroyed, and when former US Vice President Al Gore ex-
plained how quickly humans were devouring the planet. “Young Making people listen
people today have not created this reality; we’ve inherited it,” she Much of Hogan’s success comes from her eloquent and engag-
said. “We’re told we are the last generation with a chance to save ing speaking style. She confronted the audience at her TED Talk
the fate of humanity. Is it any wonder that there’s an epidemic of with these questions: “When you look back on your own life,
mental-health problems?” what do you want to see? Will you have chosen despair, denial or
Hogan went to Green School in Bali, Indonesia, part of a net- something different?” Standing on the main stage at COP26, she
work of private schools with a sustainability focus. Today, she told the conference delegates that she felt “exhausted, frustrated,
lives in London. “For most of my life, climate change was some- despairing at times — and motivated, by the people who often
thing I read about but wasn’t part of my lived experience … until aren’t in these rooms and the people who have historically been
the Australian wildfires in 2019,” she explains. Watching the vid- excluded from these spaces. I invite you to look around now
eos on her phone, Hogan says she felt despair, but it would also and ask, ‘Where are the young people?’” According to Hogan,
be the moment she turned her anxiety into action. the young are the key to change: “We’re not going to solve the
climate crisis with the same people and thinking that created it.”
Force of nature
When she was still only 19, Hogan started an initiative to mo-
bilize people between the ages of 11 and 24 to effect positive boardroom sustainability advisory board
, Chef-, Vorstandsetage , Nachhaltigkeit , Beirat, beratendes
climate change. She called it Force of Nature. “We’re helping our
Gremium
community channel climate anxiety into agency,” she writes on alongside , neben wildfire , Lauffeuer
token , symbolisch
the organization’s website. Force of Nature has a group of young discussion panel despair [dI(speE]
, Diskussionsrunde, , Verzweiflung robust [rEU(bVst]
speakers trained to advise business leaders, and the initiative of-
-forum , solide
fers training programmes that will prepare the next generation anxiety
founder , Gründer(in) [ÄN(zaIEti] engaging
of climate leaders. , Besorgnis, Angst [In(geIdZIN]
Hogan herself has worked on a number of advisory boards, shoreline
, gewinnend, sympathisch
, Küste(nstreifen) effect sth.
including the UK’s Climate Action Fund, Teach the Future and , etw. herbeiführen denial [di(naIEl]
devour sth. [di(vaUE]
Foto: Craig Gibson
COP26 President-Designate Civil Society. She’s also worked , Verleugnung

, etw. vertilgen; channel sth.
with companies such as PepsiCo and Unilever, and advises busi- hier: zerstören , etw. kanalisieren exhausted
nesses to go beyond “token actions”, inspiring change-makers inherit sth. [In(herIt] agency , hier: Handeln,
[Ig(zO:stId]
, erschöpft
to support their climate promises with robust delivery plans. , etw. erben Tätigkeit
TRENDS 10/2023 Business Spotlight 13

PROFILE
Gary Neville wurde als

Fußballstar berühmt.
Gary Neville
Inzwischen ist er nicht nur
TV-Moderator, sondern
auch Bauunternehmer
– und dabei nicht
Investing
in the
future
unumstritten.
Von RACHEL PREECE
MEDIUM
T
he path from football player to football man- a professional cricket player; his mother played netball
ager is well trodden, but former Manchester and is former club secretary and now general manager
United star Gary Neville has plenty of other of Bury Football Club; brother Phil was also a profes-
titles, too. Besides coaching the England and sional footballer and later manager; sister Tracey played
Valencia teams, he co-owns Salford City Football Club, netball for England. He fondly described his parents as
owns two hotels, works as a commentator for Sky Sports “far better people than I am” on The Diary of a CEO pod-
and runs a successful YouTube channel, on which he in- cast in 2022.
terviews up-and-coming sports stars. “The term ‘entrepreneur’ makes my skin crawl,”
Neville is also passionate about property devel- Neville said on the same podcast. Nonetheless, he has
opment and began investing in property while still a built up an impressive business portfolio, the dark side
football player. “I’ve been doing it since the age of 22, of which is that his health has suffered — he was even
developing locally in Bolton,” he told building.co.uk. hospitalized in 2021. Although his doctors told him
“I basically did an apprenticeship through my football to rest, “you drift back into
career, in the afternoons, by being on-site and learning your old habits,” Neville
as much as I possibly could.” says. “I try not to pick up my
phone when I first wake up “The term
Balls and buildings
Neville has named his investment business Relentless,
which he says “sums up my approach to life”. After a
but I am failing miserably at
that.”
With a business empire
‘entrepreneur’
nearly 20-year playing career, Neville could have put his
feet up, but he’s not the type to take things easy. “I didn’t
want to think that my days of success, achieving things,
that includes hospitality,
property and broadcasting,
Neville won’t be slowing
makes my skin
were over,” he says.
His latest project is a controversial £400 million de-
down any time soon. His ap-
proach remains relentless.
crawl”
velopment in Manchester’s city centre, called St Mi-
chael’s, which includes office space, a rooftop restau- manager (UK) approach entrepreneur
, hier: Trainer(in) , Herangehensweise [)QntrEprE(n§:]
rant, a five-star hotel and luxury flats. Developers say , Unternehmer(in)
well trodden put one’s feet up (ifml.)
the project will generate £120 million in investment in
, ausgetreten; hier: nichts , die Füße hochlegen crawl: make one’s skin ~
the northern English city and create some 3,000 jobs, Ungewöhnliches , einen erschauern lassen
housing , Wohnraum
but it’s also been criticized for offering no affordable
Foto: Robert Wilson/Contour by Getty Images
up-and-coming nonetheless
housing and, in particular, because the plans included demolition , Abbruch
, aufstrebend [)nVnDE(les]
the demolition of two historic buildings. Speaking on lorry (UK) , Lkw , nichtsdestoweniger,
property development
trotzdem
BBC Radio 5 Live in June 2023, Neville accepted per- , Immobilienentwicklung netball , Netz-, Korbball
habits: drift back into old ~
sonal responsibility for the planning failures. apprenticeship , Lehre fondly , liebevoll , zu alten Gewohnheiten
on-site diary [(daIEri] zurückkehren
In the family , hier: auf dem Platz , Tagebuch hospitality
Despite all his experience, it is difficult to see Neville relentless , unermüdlich CEO (chief executive , Gastfreundlichkeit
as a property mogul. He comes from a very sporting, sum sth. up
officer)
, Geschäftsführer(in)
working-class family: his father, a lorry driver, was also , etw. zusammenfassen

GARY NEVILLE
Known as: former professional football
player, businessman, property developer,
broadcaster
Sports achievements: 602 games for Man-
chester United; 85 caps for England
Social media: Neville’s YouTube channel,
which has more than 687,000 subscribers,
is called The Overlap — a reference to an
attacking football manoeuvre, something
Neville was known for as a player
Fun fact: Neville’s father’s first name was
Neville — so his full name was Neville Neville
property developer subscriber

, Bauträger(in), Bauunter- , Abonnent(in)
nehmer(in)
overlap , Überschneidung;
broadcaster hier: Überholen von Teamkol-
, TV-Moderator(in) legen entlang der Seitenlinie
cap (UK) , hier: manoeuvre [mE(nu:vE]
Länderspiel(einsatz) , [wg. Aussprache]
HEAD-TO-HEAD
Should we ban
fossil fuels now?
Sollten fossile Brennstoffe verboten werden? Ja, denn
Regierungen müssten die Rahmenbedingungen für die
Klimawende schaffen, sagen die einen. Nein, denn das
treffe ärmere Länder am härtesten und vergrößere die
globale Ungleichheit, argumentieren die anderen.
Interviews: RACHEL PREECE

ADVANCED PLUS
Fotos: XX
16
YES “We need aggressive efforts and
equally aggressive targets” NO “A ban on all fossil-fuel finance in Africa
would hurt the poor the most”
The only possibility to avoid catastrophic prompt , unverzüglich Ending energy poverty in poor countries abundant
climate change is a prompt phase-out means huge increases in energy use to [E(bVndEnt]
phase-out , Ausstieg
, in Fülle vorhanden
of fossil fuels. The only realistic way to create jobs and to build resilience to cli-
fossil fuel , fossiler
achieve this is via powerful policy instru- mate change. The average American uses pathway
Brennstoff
, Weg
ments, like bans. I’m a strong supporter of a hundred times as much electricity as an
ban , Verbot
demand-side end-use bans (phase-outs), average Nigerian. Rich countries should equity [(ekwEti]
demand-side , Gleichheit;
as they avoid the issue of carbon leakage. , nachfrageseitig
be financing much more energy infra- Gerechtigkeit
Examples are phase-outs of internal- structure.
end-use , Endverbrauch carbon mitigation
combustion vehicles (ICVs) and fossil- My colleague Vijaya Ramachandran, [mItI(geIS&n]
carbon leakage , CO2-Reduzierung
fuel-based heating in California, Germany director for energy and development
[)kA:bEn (li:kIdZ] mitigation , Milderung
and the EU. Some prefer a carbon tax to , Verlagerung von at the Breakthrough Institute, has de-
a mandated phase-out, but carbon taxes CO2-Emissionen in scribed it as “climate colonialism” — per capita
Drittstaaten , pro Kopf
tend to be too low to be effective and have when rich countries force their visions on
internal-combustion pledge
a poor track record overall. Many phase- poor countries. All countries need clean,
vehicle , Versprechen
out targets for new ICV sales are 2030 or , Fahrzeug mit Ver- abundant energy systems. Yet, the exact
fossil fuel
2035. I think that’s realistic and should be brennungsmotor pathway for each country will depend on , fossiler Brennstoff
used for other mature technologies, like carbon tax their own resources and their own goals.
affect sth.
heat pumps. We need aggressive efforts , CO2-Steuer Just as the US and Germany have differ- , etw. beeinflussen
and equally aggressive targets. mandated ent pathways, so will Kenya and Nigeria. exacerbate sth.
We have been let down by corporate , angeordnet Poor countries should have at least as [Ig(zÄsEbeIt]
sustainability before, in the wake of the track record much flexibility as rich ones — and prob- , etw. verschärfen
, Erfolgsbilanz
Earth Summit in Rio de Janeiro in 1992. ably more. For both effectiveness and constrain sth.
mature [mE(tSUE] , etw. einschränken
I have written about this in detail in my equity, carbon mitigation should focus
, reif, ausgereift
book, The Business of Less: The Role of Com- on countries with the highest emissions blanket ban
heat pump , Totalverbot
panies and Households on a Planet in Peril. per capita.
, Wärmepumpe
The fact that companies do not seem to The pledge to block overseas fossil-fuel starkly , krass
let sb. down
have learned from this past failure does projects will only affect the policy choices deployment
, jmdn. enttäuschen
, hier: Entwicklung
not make me very optimistic about their of poor countries that rely on develop-
sustainability
carbon neutrality pledges or reduction ment finance for infrastructure, not rich large-scale
, Nachhaltigkeit
, in großem Maßstab
targets. I believe it’s up to governments in the wake of , nach
countries that finance their own projects.
fertilizer
to create the legislative environment that So, the pledge will exacerbate inequality
peril [(perEl] [(f§:tElaIzE]
will help companies achieve their climate , Gefahr by constraining the energy choices of the , Dünger
goals, for example through the gradual poor — and only the poor. The wide gap charcoal
pledge
phase-out of fossil fuels. , Versprechen between the energy haves and have-nots , Holzkohle
Earth will change dramatically, even if GHG (greenhouse gas) will only get wider. hub , Zentrum
humankind became GHG-neutral over- , THG (Treibhausgas) A blanket ban on fossil fuels would
night. We are in completely unchartered unchartered territory not impact developed countries as stark-
territory. The majority of the public does , Neuland ly. A ban on all fossil-fuel finance in Af-
not appear to appreciate what a terrible appreciate sth. rica would slow development, kill jobs
future we are creating for our children, [E(pri:SieIt] and hurt the poor the most — because
, hier: etw. verstehen
and quite likely for ourselves. I feel an ob- it would slow down the deployment of
ligation to my children, and all children, large-scale power infrastructure, fertilizer
to be part of the collective effort to avoid use and cleaner cooking fuels than wood
the worst. or charcoal.
Fotos: Kkgas/Stocksy.com; privat
ROLAND GEYER is a professor

of industrial ecology at the TODD MOSS is founder and
University of California in Santa executive director of the Energy
Barbara for Growth Hub
(https://www.rolandgeyer.com) (https://www.toddmossbooks.com)

GLOBAL BUSINESS
Some companies are

struggling to grasp
the mindset of Gen Z
Meet the Gen Z
brand whisperers
Rassismus, Klimakrise, Gleichberechtigung: Junge Menschen wollen,
dass Unternehmen soziale Verantwortung übernehmen. Firmen heuern
deshalb jetzt sogenannte Z-Level-Berater an. Ihre Aufgabe: Shitstorms und
Marketing-Fettnäpfchen verhindern – und Produkte an die Gen Z verkaufen.
Von AMELIA TAIT

ADVANCED AUDIO
“Through technology,
I
n 2017, Pepsi released a short film that seemed to many like
a bad joke. In the “Live for Now” advert, US model Kendall
Jenner joined a protest against nothing in particular; she
marched with a crowd who were waving signs with vague
consumers dictate
slogans, like “Join the conversation”. At the end, Jenner (hold-
ing a can of Pepsi) approached a police officer and, apparently,
achieved world peace.
everything”
The advert was pulled a day later. People accused Pepsi of triv- STACY BERNS, Z Suite
ializing Black Lives Matter and police brutality. The company
apologized, but many people must have seen the ad during pro-
duction, filming, etc. It seems no one thought it was a bad idea. Z Suite. “Now, through technology, consumers dic-
Now, there’s a way for companies to avoid this kind of mis- tate everything.”
take: get a “Z-level executive”. The term “C-level” refers to an or- At the same time, Edelman, the world’s largest PR
ganization’s top managers, like a chief executive officer (CEO). company, opened its Gen Z Lab with a similar goal,
The Z-level are their Gen Z counterparts, young employees who with 250 Gen Z employees and hiring 27-year-old
advise companies on how to sell to their generation — they are British-American fashion designer Harris Reed as
brand whisperers.“Z-level” is pronounced in the US way, with a “ZEO” (also pronounced with a “zee”).
“zee” instead of a “zed”. Both agencies have big clients, including Unile-
ver, Samsung and Alibaba. The Z Suite and the Gen
Young people today Z Lab offer advice on diversity, identity, inclusivity,
Gen Z, those born from the mid-1990s to the early 2010s, are a social justice and climate change. The Z Suite oper-
demographic group unlike any other. Experts say they’re the ates like a think-tank, with discussions, surveys and
most diverse, well educated and confrontational yet. Business-
es are nervous about employing young people who are online release sth. counterpart heritage brand
and outspoken, and heritage brands are unsure how to market , etw. herausbringen , Gegenspieler(in) [(herItIdZ )brÄnd]
, Traditionsmarke mit
to them. That’s where the Z-level can help. apparently , anscheinend brand whisperer
bekannten Produkten
Last June, the New York PR agency Berns Communications , Markenflüsterer,
Fotos: Lucas Ottone/Stocksy.com
pull sth. , etw. zurück-

-flüsterin insight
Group started the Z Suite, a group of 35 students and influencers ziehen, -nehmen
, Erkenntnis, Einblick
who provide brands with insights about Gen Z. In return, they confrontational
apologize [E(pQlEdZaIz]
, konfliktfreudig, retail , Einzelhandel
get excellent networking opportunities, as well as hotels and , sich entschuldigen
streitlustig
think-tank , Denkfabrik
transport (currently, they’re not paid ). “When I started work- executive , Manager(in)
outspoken
ing in retail and fashion, the industry dictated what consum- survey
chief executive officer , direkt, unverblümt
, Umfrage, Erhebung
ers wanted,” says Stacy Berns, the 56-year-old founder of the , Geschäftsführer(in)

panels, while the Gen Z Lab directly helps brands Reed is gender-fluid and came out as gay at nine. At the time,
with advertising and corporate activism. As the pur- he was bullied. His generation, he says, demand that companies
chasing power of “zoomers” grows — at the end of do more than “stick a queer person on a billboard” — they need to
2021, Bloomberg found they had $360 billion in dis- see organizations “actually giving back” to charities that support
posable income — companies want to sell to them. young queer and trans people.
What’s more, a 2021 survey by the market research In a December 2021 survey of almost 10,000 Gen Zs, Edel-
group Forrester found that 51 per cent of Gen Z con- man found one in three wanted brands to take responsibility
sumers in the US will do research into companies to for wrongdoing; 90 per cent wanted the brands they buy from
make sure they “align with their position on corpo- “to get involved in causes that better the world”.
rate social responsibility” before making a purchase. Gen Z won’t just call you out for dumping waste in the ocean
or paying slave wages. Giselle Huasipoma, an influencer market-
It takes more than words ing coordinator at Edelman in New York, says they’ll also laugh
Harris Reed says his generation is “moving towards at you for the crime of being “cringe”. “The most important thing
change”. If businesses don’t take notice, he says, for clients to understand is not being cringy,” she says — trying
they’ll fail. “Once your older clientele dies off, not to to cater to Gen Z by “being late to trends and things like that”
be rude, but who’s buying your product?” can be disastrous.
Reed is the cultural and creative adviser for Edel- Pepsi isn’t the only brand to make a misstep: in 2020, Domi-
man’s Gen Z Lab. At 15, he met publicist Kelly Cutro- no’s Australia had a “free pizza for Karen” campaign — “Karen” is
ne at a book signing, and his father (Oscar-winning a slang term for angry and entitled middle-aged women. People
documentary producer Nicholas Reed) encouraged complained that the company should find a better cause and not
him to work with her. Cutrone brought him into the reward already privileged people. Later that year, the fashion re-
fashion world, and today, he designs for his own com- tailer Gap was mocked when it marked the US presidential elec-
pany. He has dressed Harry Styles and had his work tion by tweeting a picture of a half-blue, half-red (half Democrat,
exhibited in London’s Victoria and Albert Museum. half Republican) hoodie.
Intergenerational teamwork
Harris Reed
Maya Penn was born in 2000. By 2008, she’d founded her own
sustainable fashion company, Maya’s Ideas. She began by
making clothes from vintage fabrics at home, and her parents
encouraged her to sell them online. Penn coded her first web-
site at 10, and did her first TED Talk at 12. “I think that young
people have more tools to express themselves and explore non-
traditional career paths,” Penn says. She is a Z Suite speaker
and took part in a forum in New York, which included talks on
trends, sustainability and ethics.
“I’m someone who wants more intergenerational collabora-
tion, because that is the way we’re going to see real change,” Penn
says. When she consults for Fortune 500 companies, she tells
them they have the power to change the world. “It’s important
for them to really understand the urgency,” she says.
panel , Gremium gender-fluid , sich dump sth.

ändernde Geschlechts- , etw. verkippen
purchasing power
identitäten habend
, Kaufkraft cringe (ifml.)
bully sb. [(bUli] , höchst peinlich
disposable income
, jmdn. mobben
, verfügbares Einkommen entitled
billboard [In(taIt&ld]
align with sth.
, Plakatwand , privilegiert
, mit etw. im Einklang
stehen, sich auf etw. wrongdoing mock sb./sth.
ausrichten , Fehlverhalten , jmdn./etw. verhöhnen
clientele [)kli:Qn(tel] cause , hier: Anliegen sustainable

, [wg. Aussprache] , nachhaltig
call sb. out (ifml.)
rude [ru:d] , jmdn. kritisieren, an den fabric
, unhöflich Pranger stellen , Stoff

“Once your older
clientele dies off... who’s
buying your product?”
HARRIS REED, Gen Z Lab
Maya Penn
Fotos: IMAGO/PA Images/Matt Crossick, Nolwen Cifuentes / Guardian / eyevine/laif, browning photographic/ Manifest PR
Companies are learning

Not every appointment meets with approval, how-
ever. Alex Myers, head of the communications
group Manifest, called Harris Reed’s ZEO appoint-
ment “cringeworthy” and “a coal-fired smokescreen
that’s fooling nobody”. He noted the “nepotiZm” of
27-year-old Amanda Edelman’s appointment as the Alex Myers
Lab’s Gen Z operating officer (or “ZOO”) — she’s
the daughter of the firm’s CEO, Richard Edelman.
Myers also pointed out that Edelman works with
the American Fuel & Petrochemical Manufacturers
trade association.
Labs and suites in PR agencies aren’t the only way
executives are interacting with zoomers — things are
also happening quietly, behind the scenes. Reverse smokescreen trade association accountable
, Rauchvorhang; , Wirtschaftsverband, , verantwortlich
mentoring, where a junior employee educates a sen-
hier auch: Verschleierungs- Unternehmensvereinigung
ior one, is increasingly popular. Gen Z-ers who give cohort [(kEUhO:t]
taktik
reverse , Kohorte;
advice to their elders seem remarkably confident. nepotiZm , umgekehrt hier: Kolleg(inn)en
Reed says companies are now more comfortable , Anspielung auf
junior , hier: ohne provoke sth.
“with being brave and being accountable”. He thinks „nepotism“ (Vetternwirt-
Führungsfunktion , etw. auslösen
schaft)
his cohorts are loud enough and confident enough to senior scream sth. out
operating officer
continue to provoke real change. “It’s about scream- , in leitender Stellung , etw. hinausschreien
, leitende(r) Geschäfts-
ing out what you think is right.” führer(in) elder , Älteste(r);
© Guardian News & Media, 2023 hier: Vorgesetzte(r)

TRAVEL
48 hours
in Dublin
Übernachten im Schloss, verhandeln im Sternerestaurant: Unsere
Tipps für eine erfolgreiche Geschäftsreise nach Dublin.
Von TALITHA LINEHAN

MEDIUM PLUS
GETTING AROUND
I
reland is a small country with a thriving economy. Particu-
larly since 2000, Ireland has enjoyed a dramatic increase in Arriving at Dublin Airport can be a confusing experience. There
per-capita income, despite the strong impact of the 2007–08 are no public-transport options from the airport, so your best
global financial crisis. Now, the country has caught up with option is to take a taxi (if you’re in a hurry) or go to the Dublin
other western European economies. Express, Aircoach or Dublin Bus bay to reach the city centre:
Once known primarily for its agriculture and tourism, Ireland
(and particularly Dublin) has turned itself into a hub for the
⋅⋅ Dublin Express: www.dublinexpress.ie
Aircoach: www.aircoach.ie
⋅
Foto: Leonid Andronov/iStock.com
European headquarters of multinational companies, attracted Dublin Bus: www.dublinbus.ie/home

by its competitive corporate-tax rates and position as an Eng-
lish-speaking country in the EU. thriving , florierend hub handy
Ireland’s capital city, Dublin, is a tech and business destina- , Zentrum , praktisch, nützlich
per-capita , pro-Kopf-
tion, and a great place to meet clients or attend a conference. If corporate-tax rate bay , Bucht;
catch up with sth.
, Körperschaftsteuersatz hier: Haltebucht
you’re planning a business trip to Dublin soon, our handy guide , zu etw. aufschließen, mit
will help you make the most of your time there. etw. gleichziehen

IRISH SLANG
SURVIVAL GUIDE
• banjaxed – broken
• craic – fun; joyful
celebrating
• culchie – a person from the
countryside
• deadly – very good
• eejit – idiot; foolish person
• grand – good, fine
• the Guards – the police
(Garda Síochána is the Irish
name of the national police
force)
• the jacks – the toilets
broken , ruiniert, kaputt

craic [krÄk] , Spaß
culchie [(kVltSi] , Landei
View of the Samuel

Beckett Bridge
WHERE TO STAY The Morgan, in the heart of Dublin’s Temple Bar district, is
Just a stone’s throw from the city centre, The Mont is a contem- ideal for those who want to explore the city after work. Make use
porary hotel with a state-of-the-art gym and a welcoming work- of the pool next door after a long day of meetings:
ing space in its lobby. The hotel bar is open throughout the day
for those in need of a coffee fix.
⋅⋅ The Mont: www.themonthotel.ie
Clontarf Castle: www.clontarfcastle.ie
If you’re happy to stay just outside the city, Clontarf Castle
is a boutique hotel you won’t forget in a hurry. Yes, it really is a
⋅ The Morgan: www.themorgan.com
castle, located north-east of Dublin, close to the coast, with ec- WHERE TO EAT
lectic and colourful décor. Impress clients with fantastic, panoramic views of the city at
Sophie’s Rooftop Restaurant, a popular destination for influ-
encers and young, hip people. It serves a mix of Irish and inter-
“Dublin is a great place national food and is open for breakfast, lunch and dinner, and
brunch at the weekend.
to meet clients or attend stone’s throw: be a ~

(away) from sth.
, einen Katzensprung von
etw. entfernt sein
state-of-the-art
, hochmodern
gym [dZIm]
coffee fix: a ~ (ifml.)
, etwa: eine Dosis Koffein
boutique hotel
a conference” contemporary
[kEn(temp&rEri]
, modern
, Fitnessstudio
throughout the day

, den ganzen Tag über
[bu:(ti:k hEU)tel]
, kleines Luxushotel
eclectic
, vielseitig

The Gravity Bar at the Guiness Storehouse
has great views and a relaxed atmosphere
For more great views of the city, go to the heart of Dublin’s

tech hub and mix with local techies at Charlotte Quay. This re- The beautiful Long Room at the Old Library, Trinity
laxed restaurant, on the Grand Canal Dock waterfront, uses the College Dublin, has 200,000 books and is worth a visit
best of local Irish ingredients to produce delicious Mediterra-
nean dishes.
Ireland still has a vibrant fishing industry, which you can ben-
efit from at SOLE, a modern restaurant with an atmosphere of In the Old Library at Trinity College Dublin is the famous
urban sophistication. Naturally, SOLE’s menu is dominated by medieval manuscript the Book of Kells. View the book and tour
fish and shellfish, but it also has meat-based, as well as vegetarian the campus, which was once the stomping ground of famous au-
and vegan options. thors, including Oscar Wilde and Bram Stoker. The Old Library
Chapter One, an elegant, fine-dining restaurant, has two also has thousands of rare books.
Michelin stars and a world-class reputation. It serves sophisti- A three-time winner of “Europe’s Leading Tourist Attraction”
cated dishes prepared using “classical French techniques com- at the World Travel Awards, The Irish Emigration Museum
bined with a subtle modernity as well as plenty of creativity tells the history of the Irish diaspora. At the Irish Family History
and personality”. You must reserve a table here weeks or even Centre, you can learn about your Irish roots:
months in advance:
⋅⋅ Sophie’s Rooftop Restaurant: https://sophies.ie
⋅⋅ Saint Patrick’s Cathedral: www.stpatrickscathedral.ie
Guinness Storehouse: www.guinness-storehouse.com
⋅⋅
Charlotte Quay: https://bereenbrothers.com/charlotte-quay
SOLE: www.sole.ie
⋅⋅Trinity College Dublin: www.visittrinity.ie
The Irish Emigration Museum: https://epicchq.com
Chapter One: https://chapteronerestaurant.com
Fotos: Jon Arnold Images Ltd, incamerastock / Alamy Stock Photo
techie [(teki] (ifml.) in advance crypt

WHERE TO RELAX , Technikfreak , im Voraus , Krypta, Gruft
The beautiful 13th-century Saint Patrick’s Cathedral offers ingredient [In(gri:diEnt] stained-glass brewery
Gothic architecture and stained-glass windows. The cathedral , Zutat , Buntglas- , Brauerei
still holds services and is the burial site of Gulliver’s Travels author, vibrant [(vaIbrEnt] hold services pint [paInt]
Jonathan Swift, who was once a dean here. A short walk away is , lebendig , Gottesdienste abhalten , Pint (0,568 l);
hier: Bierkrug
Dublin’s other medieval cathedral, Christ Church Cathedral, urban sophistication burial site [(beriEl saIt]
, städtische Raffinesse , Beisetzungsort founder , Gründer(in)
known for its 11th-century crypt.
One of Ireland’s most popular attractions is the Guinness shellfish , Schalentier(e) dean stomping ground
, Dekan(in) , (alte) Umgebung;
Storehouse, at St James’s Gate Brewery. It surrounds a glass atri- technique [tek(ni:k]
hier: Treffpunkt
, [wg. Aussprache] medieval
um shaped to look like a pint. Discover the history of Guinness
[)medi(i:v&l] diaspora [daI(ÄspErE]
and its founder, and enjoy the views of the city from the Gravity subtle [(sVt&l]
, mittelalterlich , Diaspora, Verstreuung
, subtil, dezent
Bar, where you can have traditional or non-alcoholic Guinness. eines Volkes

FACTS AND FIGURES
Are young men

giving up
on education?
In vielen Ländern haben zunehmend mehr
Frauen als Männer einen akademischen
Grad. Hier sind die Zahlen. EASY
lobally, girls and women are more likely to receive no
G schooling at all, but once they’re in the classroom, they

tend to do significantly better than boys and men. In
the US and other rich countries, the pandemic seems to have
Worldwide, just 88 men for
every 100 women are enrolled
made the disparity worse. at a university or college
Percentage of Americans aged
25 to 34 with a bachelor’s degree: disparity
[dIs(pÄrEti]
1970 2021 , Ungleichheit,
Missverhältnis
20% Men 36% Men enrolled: be ~
, immatrikuliert
12% Women 46% Women sein

degree
, Abschluss,
akademischer
Grad According to a Pew Research study in the US, more
women than men say the cost of education stopped
tertiary
[(t§:SEri] (UK) them from getting a degree, but significantly more
, Hochschul- men seem to have lost interest in college.
Similar long-running trends can be seen in many countries.

In all 38 members of the OECD (Organisation for Economic
Co-operation and Development), among 25- to 34-year-olds,
Illustrationen: The Studio, Kate Pilko/Shutterstock.com
women are more likely than men to have a university degree.

“I can’t afford it”
Percentage of population Men: Women:
with a tertiary degree 39% 44%

(OECD average, 2021)
Men: Women:
“I just don’t want to”
Men: Women:
39% 52% 34% 25%

FOOD INDUSTRY
“Insects are more

environmentally friendly than
any other protein source...”
DR CHRISTINE PICARD

Anyone
for cricket?
Insekten gelten als Proteinquelle der Zukunft. Haltung und
Herstellung sind einfach, der ökologische Fußabdruck klein.
Doch die Skepsis der Konsumenten ist groß.
Von MELITA CAMERON-WOOD WHAT DOES OUR

MEDIUM HEADLINE MEAN?
The question “Anyone for
cricket?” would normally be an
invitation to play the peculiar
C
ould grasshopper kebab or consumers to overcome their squeam- English bat-and-ball game of
cricket granola be on the menu ishness and see insects as a viable source cricket. (The phrase is actually
in your household soon? “En- of protein. a variation of “Anyone for ten-
tomophagy” is the official nis?”)
name for consuming insects as food Changing perceptions
However, a “cricket” is also
— around the world, about two billion Not only is insect farming an environ-
a small jumping insect that
people eat a range of insects on a regular mentally friendlier alternative to many el- makes a noise by rubbing its
basis. It’s primarily in Western societies ements of conventional agriculture, bugs wings together. So, in this case,
that this practice is often considered to have a high nutritional value, and the our headline is an invitation to
be “eww”. risks of transmitting zoonotic diseases lunch :-)
Even here, however, growing interest is low. However, while demonstrating
cricket , Kricket; Grille
in edible insects means that they could that insects are a healthy, versatile source
become a part of our diets in the future. of protein is one thing, changing consum- peculiar [pI(kju:liE]
, eigentümlich
This might come as a shock — not only to er attitudes is something else completely.
those who feel repulsed by the thought, Chef Joseph Yoon, the founder of bat , Schläger, Schlagholz
but also to vegans and vegetarians, many Brooklyn Bugs, an advocacy group for
of whom reject the idea of eating any sen- farming and eating insects, is the world’s
tient beings, including insects. first “edible insect ambassador”. He is fa-
Despite this, the market for edible in- miliar with the challenge of changing peo-
sects is expected to grow rapidly world- ple’s minds: “It’s an idea that people have a
wide — from $1.5 billion in 2022 to $8
billion by 2032, according to a market re- grasshopper reject sth. bug , Käfer; hier: Insekt
, Grashüpfer , etw. ablehnen
search report by Fact.MR. nutritional value
This is significant, since a growing cricket , Grille sentient [(senS&nt] , Nährwert
, empfindungsfähig
global population, which could be close granola , Müsli transmit sth.
to ten billion by 2050, will put food re- livestock [(laIvstQk] , etw. übertragen
entomophagy
, Nutztiere
sources and the environment as a whole [)entE(mQfEdZi] versatile [(v§:sEtaI&l]
, [wg. Aussprache] account for sth. , vielseitig
under an even greater stress. Today, live-
, sich auf etw. belaufen
stock farming accounts for about 14.5 billion , Milliarde(n) attitude
greenhouse gas , Haltung, Einstellung
per cent of all greenhouse gas emissions eww [(i:u:] (ifml.)
, Treibhausgas
, igitt; hier: eklig advocacy group
Foto: Brooklyn Bugs
caused by humans, estimates the Food

squeamishness , Lobbygruppe
and Agricultural Organization (FAO). edible , essbar
, Empfindlichkeit
ambassador
Increasing concerns about the en- repulsed
viable [(vaIEb&l] , Botschafter(in)
, angewidert
vironment may help more and more , brauchbar

An insect burger with fried
mealworms, lettuce,
tomatoes and onions
Joseph Yoon of Brooklyn Bugs works

with IFAD (International Fund for
Agricultural Development), a special
agency of the United Nations,
Plant-based protein to promote the climate-friendly
potential of eating insects
The plant-based food sector is also grow-
ing and could represent 7.7 per cent of
the worldwide protein market by 2030,
according to a study by Bloomberg In-
telligence. However, many who became
visceral reaction of disgust towards, so it vegans and vegetarians primarily for envi-
requires outreach and education,” Yoon ronmental reasons may be convinced by
says. “It’s about cultivating innovation, insects, which are associated with much
being inclusive and thinking about how lower carbon emissions and require less
cultures around the world have been eat- water, feed and land. Plus, many insects
ing insects for years.” are rich in vitamins D and B12, which
The fact that Yoon has now acquired a plant-based diets often lack. On the
number of influential roles also signals other hand, ethical questions might be
a growing acceptance of the sector. He raised, possibly with the emergence of
is currently an advocate for the UN’s In- insect-welfare groups — although this
ternational Fund for Agricultural Devel- could be seen as hypocritical, given the visceral [(vIsErEl] feed , Futter(mittel)
, tief sitzend
opment (IFAD), and culinary adviser to widespread use of pesticides in crop emergence
disgust , Ekel , Entstehung
the Methuselah Foundation, in support farming.
of NASA’s Deep Space Food Challenge. “Insects are more environmentally outreach , soziales hypocritical
Fotos: stockcreations/Shutterstock.com; lnzyx, Leoshoot/iStock.com; Brooklyn Bugs

Engagement; hier: Öffent- [)hIpE(krItIk&l]
Yoon was also the culinary director at friendly than any other protein source lichkeitsarbeit , verlogen, heuchlerisch
the Insects to Feed the World Confer- that is currently being produced, includ-
culinary [(kVlInEri] given , angesichts
ence and The Future of Food at South by ing plant-based proteins, which require , [wg. Aussprache]
crop , Anbaupflanze
Southwest (SXSW) (both in 2022). a lot of land, water and chemicals,” says Methuselah
site director
In collaboration with the New York Dr Christine Picard, the site director of [mE(Tju:zElE]
, Niederlassungsleiter(in)
City Department of Education, Yoon is the Center for Environmental Sustaina- , Methusalem
sustainability
trying to change young people’s ideas bility through Insect Farming (CEIF) at department of education
, Nachhaltigkeit
, Bildungsministerium
about eating insects. Part of the problem Indiana University–Purdue University
thrive , gedeihen
may come from the colonial lens through Indianapolis (IUPUI). lens , Linse;
hier: Anschauung black soldier fly
which history is often taught, in which Insects thrive in large populations , Soldatenfliege
indigenous [In(dIdZEnEs]
the idea of eating insects is seen as a prim- and can be farmed vertically, meaning
, indigen mealworm
itive (and abnormal) practice. By relearn- land can be used more efficiently. Many , Mehlwurm
preconceived
ing history and paying more attention to insects, such as the black soldier fly (Her- [)pri:kEn(si:vd] larval form
indigenous voices, people may be more metia illucens) and the mealworm (Tene- , vorgefasst , Larvenform
willing to change their preconceived brio molitor), the larval form of a species of carbon emission darkling beetle
ideas. darkling beetle, are also good at organic , CO2-Emission , Schwarzkäfer

INSECT-RELATED IDIOMS
• I’m as busy as a bee at the
moment!
I’ve got lots to do.
• There’s a bug going around
the office.
Everyone in the office seems
waste management. They can be fed bio- minds between a beef burger patty in a to be getting sick from the
degradable waste before being fed to live- supermarket and the cow it came from. same virus.
stock themselves. Insects’ excrement can Something similar can be done with in-
• The company audit has
be used as a fertilizer, meaning that insect sect burgers, chips and other products. stirred up a real hornet’s
farming could help to introduce greater Insect-based pet food or animal feed nest.
circularity to agricultural practices. are also good gateway options. “If you It has caused a difficult
think about it from the perspective of us- situation in which people are
A wide choice ing insects to feed animals and poultry, it’s angry.
Several companies in the insect farm- often part of their natural diet. Chickens • Social butterflies tend to be
ing sector have seen significant invest- didn’t evolve eating soybean and corn. very good at networking.
ment in recent years, They grew up eating People who are very sociable
including the French insects,” comments Dr and friendly.
company Ÿnsect, the
global leader in natural
insect-protein produc-
“Almost all Picard.
To make edible in-
sects a dietary staple,
• The CFO has got a bee in
his bonnet about...
tion, which has raised

over $500 million of
grocery stores the industry will need
support from govern-
The CFO is obsessively
worried about something.
• The factory was a hive of
funding to date.
The potential for
further growth seems
...will have ments, perhaps offer-
ing incentives for insect
farming and informa-
activity.
It was a very busy place and
full of people.
clear. With more than
2,000 species of edible
insects in the world,
some form of tion campaigns to build
consumer trust. In Jan-
uary 2023, the EU au- audit [(O:dIt]
there’s a wide range
of flavours and nutri-
edible insects” thorized the use of var-
ious products obtained
, Buchprüfung, Wirtschaftsprüfung
hornet , Hornisse
ent profiles to choose JOSEPH YOON from house crickets and butterfly , Schmetterling
from. The formic acid lesser mealworm larvae CFO (chief financial officer)
found in black ants is for human consump- , Finanzvorstand
closely related to citric acid, for example, tion. “I predict that almost all grocery bonnet , Haube
so adding black ants to your avocado toast stores around the world will have some hive , Bienenstock
could be a protein-packed equivalent to form of edible insects available by 2030,”
squeezing a lemon over the dish. And Yoon says. The big question is whether
crickets, a low-carb choice with all nine consumers will make a beeline for those
essential amino acids, can be enjoyed by products.
adding cricket flour to dough. They can
also be left whole and used as a crunchy biodegradable citric acid poultry [(pEUltri] larva (pl. larvae)
topping. “I think more people will start to [)baIEUdi(greIdEb&l] , Zitronensäure , Geflügel [(lA:vE ((lA:vi:)]
, biologisch abbaubar , Larve
adopt it, not only because of the general low-carb soybean , Sojabohne
, kohlenhydratarm
climate responsibility, but also because fertilizer [(f§:tElaIzE] staple
predict sth.
, Dünger , etw. prognostizieren,
of the taste and the novelty,” Picard says. dough [dEU] , Teig , Grundnahrungsmittel
vorhersagen
raise sth.
“Unlike many other protein sources, in- , hier: etw. aufbringen crunchy , knusprig incentive , Anreiz
grocery store (US)
sects are free of antibiotics, too.” adopt sth. obtain , erhalten , Lebensmittelgeschäft
nutrient [(nju:triEnt]
Many factors will play a role in en- , Nährstoff , etw. übernehmen
house cricket beeline: make a ~ for sth.
couraging consumers to try their first formic acid , Formyl- novelty , Neuheit , Hausgrille, Heimchen , auf etw. zustürzen;
hier: sich um etw. reißen
insects (Yoon likes to call them “gateway säure, Ameisensäure gateway , hier: Einstieg lesser mealworm
bugs”). Packaging, for example. There’s a black ant , Glänzender Getreide-
patty , Bratling
schimmelkäfer
large degree of separation in consumers’ , Schwarze Ameise

BUSINESS SKILLS
A question of
style Mit den Vorgesetzten reden wir anders als mit der besten
Freundin. Dafür gibt es einen Begriff: Style-Shifting.
Und das lässt sich bewusst trainieren.
Von KEN TAYLOR
MEDIUM AUDIO PLUS
W
hen he was still US presi- is probably different to the way you style-shifting
dent, Barack Obama met speak to your mum or your best friend. , Änderung des Stils;
the American men’s bas- It includes the many (big and small) hier etwa: kontextbedingte
soziale Anpassung
ketball team, and people changes in communication style and be-
engage in sth.
noticed how differently he greeted a haviour to suit a particular situation.
, etw. praktizieren
(white) member of the coaching staff This often happens unconsciously, but
handy
compared with the less formal greeting it is a skill that can be learned and is very , nützlich
he gave to one of the (Black) players. This handy in intercultural communication.
flamboyant: be less ~
is a famous example of “style-shifting”, For example, when Japanese business- [flÄm(bOIEnt]
which is also called “code-switching” or people speak to each other, their commu- , hier: sich weniger in den
Mittelpunkt stellen
“code-mixing”. nication style is usually more indirect and
Even if they’re not aware of it, every- formal compared with that of most Euro- meticulous
[mE(tIkjUlEs]
one engages in style-shifting. The way peans or Americans. So, an enthusiastic, , akkurat, äußerst genau
you speak to your boss’s boss, for example, direct and fast speaker might try to slow
down, be less flamboyant and more pa-
tient, and soften their voice when speak-
“Even if they’re ing with Japanese business partners.
My style, your style

not aware of it,
Foto: KuznetsovDmitry/iStock.com
Style-shifting is also important when

it comes to individuals with personal
everyone engages styles that are very different to our own.

Imagine two business partners who have
to work together. One is meticulous, log-
in style-shifting” ical and structured; the other spontane-

ous, flexible and mainly interested in
30 Business Spotlight 10/2023 COMMUNICATION

31
the big picture. It’s easy to imagine that Become familiar with the reactions
these differences in style might lead to these exercises produce — what feels ESSENTIAL PHRASES
misunderstandings and conflict if the wrong and what feels right? Practice
people involved are not able to adapt to will make you more aware of the ef- Style-shifting
each other’s approach. fects certain behaviours have on oth- • It’s not always easy to adjust
Of course, we cannot change our per- ers. That includes how your own style my behaviour in social
sonalities completely, but we frequent- is perceived. situations.
ly adjust our behaviour — to make a Then, you need to consider the
• It’s best to deal with
individuals individually.
good impression on someone, for ex- styles of the people you want to build
• Style-shifting is important
ample, or if we are trying to sell an idea. a relationship with. Thomas Erikson’s when interacting with
Conscious style-shifting takes a bit international bestseller Surrounded by different people.
of practice. It means stepping out of Idiots can help you with that. This easy-
your comfort zone in order to build a to-read book teaches you how to assess Improve your skills
better relationship with another per- and approach people with different per- • What would be your
son. In doing so, we can find a tempo- sonal styles to your own. preferred approach in this
rary, neutral basis for cooperation. By situation?
moving towards the other person’s Getting along • How does that make you
style, we create empathy. Is style-shifting a form of manipula- feel?
tion? Some people do not like the idea • Does that seem appropriate?
Improve your skills of changing their personal style to suit
Know your own style
Try a few simple exercises to practise others. But it’s something we all do un-
style-shifts — you’ll need a partner: consciously anyway. • I know how to act in my
⋅ Shake hands with a very soft grip.

Then, with a very firm grip. Ask your
In our professional and social inter-
actions, we try to get along with other
comfort zone.
• I’ve no idea how others
perceive me.
partner which handshake they pre- people as best we can to have a positive • I’m becoming aware of my
fer. Adapt your handshake to their effect on the cooperation. Style-shifting core style.
preferred approach. is simply a way of making this adapta-
⋅ Avoid direct eye contact during a
conversation. Then, keep strong eye
tion more systematic and effective. The styles of others
• How do I approach this
contact. How does this affect the rap- person?
port? Decide on the best approach • It’s sometimes difficult to
together. assess another person’s style.
⋅ Use lots of gestures while talking.
Then, sit on your hands. How did
• We continually affect one
another in some form or other.
that affect the conversation?
⋅ While your partner is speaking,
make lots of listening noises and
Better cooperation
• Reciprocity is a social norm.
• Showing empathy stimulates
nod. Then, be silent and still as you
reciprocity.
listen. Which did you and your part- • We respond to a positive
ner prefer? action with one of our own.
big picture: the ~ (ifml.) gesture [(dZestSE] adjust sth. perceive sb./sth.
, das große Ganze , Geste, Gebärde , etw. anpassen [pE(si:v] , jmdn./
etw. wahrnehmen
approach nod , nicken style-shifting
, Herangehensweise, , Änderung des approach sb. , auf
perceive sb./sth. Stils; hier etwa: jmdn. zugehen
Methode
[pE(si:v] , jmdn./etw. kontextbedingte
adjust sth. wahrnehmen assess sb./sth.
soziale Anpassung
, etw. anpassen , jmdn./etw.
Foto: Lisa Vlasenko/iStock.com
assess sb./sth. approach einschätzen

grip , Griff; , jmdn./etw. ein-
, Herangehens-
hier: Händedruck schätzen affect sb. , jmdn.
weise, Methode
beeinflussen
affect sth. approach sb. appropriate
, etw. beeinflussen , auf jmdn. zugehen Diesen Text hier reciprocity
, angemessen
kostenlos anhören! [)resI(prQsEti]
rapport [rÄ(pO:] get along with sb. www.business- , Gegenseitigkeit
, (vertrauensvolle) , mit jmdm. spotlight.de/
Beziehung auskommen audio-gratis/10
32 Business Spotlight 10/2023 COMMUNICATION

ODD JOBS
The invisible writer

Sie verfassen Autobiografien, Business-Bücher und
Ratgeber, ohne dafür Anerkennung zu bekommen.
Wie ist es wirklich, als Ghostwriter zu arbeiten?
Interview: MELITA CAMERON-WOOD

MEDIUM PLUS
W
hen my grandfather passed away, all his
stories about his life in the British In-
dian Army died with him. As a ghost-
writer, I help people capture their sto-
ries to stop this from happening.
I started ghostwriting when I lost my job during
the pandemic. Since then, I’ve worked on autobiog-
raphies, business books and works of fiction. A lot of
South Asian clients come to me for autobiographies
because I get the nuances of being a British Asian —
you don’t need to explain an “auntie” to me!
Typically, as a ghostwriter, your name doesn’t ap-
pear as the author of the work. Like a ghost, you are
“invisible” to the reader. Occasionally, clients want MANI HAYRE is
to give you some credit. One client actually made a ghostwriter in
me co-author of a book based on real events in his Birmingham, in
life. That isn’t the norm, though. That can be hard. As
much as I love bringing my clients’ stories to life, a “There’s something the UK. In 2022,
she won an award
sponsored by
little bit of me would like some more recognition.
Ghostwriting gives me a different kind of joy
from other forms of writing. There’s something spe-
special about having Woman Who,
an organization
that recognizes
cial about telling somebody else’s story and having
them completely trust you with their idea. They put
themselves in quite a vulnerable position, sharing
somebody completely entrepreneurial
women in the
creative industries
their story with a complete stranger, but I have a
knack of making people feel comfortable. I also sign
trust you”
non-disclosure agreements, so they know I’ll treat
everything confidentially.
As in journalism, if you ask people the right ques-
tions, you can get a great article out of them. People pass away recognition emulate sth.
don’t tell their life stories in chronological order, but , versterben [)rekEg(nIS&n] [(emjuleIt]
, Anerkennung , etw. nachahmen;
you have to think of it as a piece of fiction — it still capture sth. [(kÄptSE]
hier: abbilden
has to have a beginning, a middle and an end. , etw. einfangen; vulnerable
hier: festhalten [(vVlnErEb&l] creep in
When ghostwriting, you have to use someone , verletzlich , sich hineinschleichen
else’s voice, so I usually ask clients to share some- auntie
, Tantchen; hier: ältere knack [nÄk] detach from sth.
thing that they’ve written to help me emulate their Verwandte oder Freundin , Geschick, Talent , sich von etw. loslösen
style. I record our sessions and play them back to stop der Familie, die von Jünger-
non-disclosure entrepreneurial
too many other influences creeping in. en geschätzt und gerne um
agreement (NDA) [)QntrEprE(n§:riEl]
Rat gebeten wird
Switching voices is a natural part of everyday life. , Verschwiegenheits- , unternehmerisch,
Foto: Simran Channa
invisible [In(vIzEb&l] erklärung Unternehmer-

You wouldn’t message your friends in the same way , unsichtbar
that you write a work email. Ghostwriting is a simi- confidentially
credit: give sb. ~ [)kQnfI(denS&li]
lar process — I adapt to the situation, tune in to the , jmdm. Anerkennung , vertraulich
client’s voice and detach from my own. zollen
CAREERS 10/2023 Business Spotlight 33

ACCENT BIAS
How your
accent affects
your career
Im Berufsleben spielt nicht nur eine Rolle, was man sagt, sondern auch wie man es sagt:
Der Akzent eines Menschen beeinflusst seine Wirkung auf andere. Warum ist das bei
manchen Akzenten positiv, bei anderen weniger?
Von TALITHA LINEHAN

MEDIUM AUDIO
Blah
T
here’s no doubt that what you say in a job interview,
meeting or other work-related situation is important.
But the way you say it could also be important. Your
accent can influence how other people treat you, and
that could even determine how successful you are. The expres-
sion “accent bias” refers to assumptions we make about other
people based on the sound of their speech.
In much of the world, English is the dominant language in
business and international communication. Today, more people
than ever before speak English — an estimated 1.35 billion peo-
Not all
ple, or more than 15 per cent of the world’s population. However,
partly because of its widespread use, English has many accents,
among both native speakers and those who speak it as a second
accents are
language, and not all accents are considered equal.
“How people speak is an extremely important part of how
considered
they are perceived,” says Sir Peter Lampl, founder and execu-
tive chair of the Sutton Trust, which published a study on ac-
cents and social mobility in the UK, called Speaking Up, in 2022.
equal
“That means there are talented young people with every kind
of accent, but for many, they need to work harder to prove their
worth, just because of how they speak.”
Accent hierarchy
The Speaking Up study found that a “hierarchy of accent pres-
tige” has existed in the UK for centuries, with Received Pronun-
ciation (RP) — thought to be spoken now by only three per cent
of the population and widely associated with the upper class —
bias [(baIEs] executive chair civil service
as the dominant accent in positions of authority in the media,
, Vorurteil , leitende(r) , öffentlicher Dienst
politics, the civil service and in business. Vorsitzende(r)
assumption throughout
Throughout the rest of this hierarchy, certain regional and , Annahme hierarchy , überall (in)
foreign accents have more prestige than others. Standard va- [(haI&rA:ki]
billion rank highly
rieties of Scottish, southern Irish, American accents, as well as , [wg. Aussprache]
, Milliarde(n) , einen hohen Stellenwert
Illustration: Georg Lechner
French-accented English, all rank highly. By contrast, regional prestige einnehmen

perceive sb.
[pre(sti:Z]
British accents associated with industrial cities such as Man- [pE(si:v] Afro-Caribbean
, [wg. Aussprache]
chester, Liverpool and Birmingham (considered working-class , jmdn. wahrnehmen [)ÄfrEU )kÄrE(bi:En]
Received Pronunciation , afrokaribisch
areas) were ranked the lowest. Ethnic minority accents classified founder
, britische Standard-
, Gründer(in)
as Afro-Caribbean and Indian ranked poorly, too. aussprache

Accent bias is not merely about the popularity of accents. It Another source of accent bias, Sharma explains, is something
leads to very real experiences of discrimination, as well as anxie- known as “similarity attraction”, which means that we favour
ty about potential discrimination. The Sutton Trust study found people who are like us — and this includes having similar ac-
that 35 per cent of university students reported feeling self- cents. Also, it takes more cognitive effort to understand some-
conscious about their accent; 41 per cent of university students one with an unfamiliar accent and, although unintentional and
from Northern England were worried that their accent may unwarranted, this can trigger negative perceptions.
affect their future career success; and 29
per cent of senior managers from a work- Stop the bias!
ing-class background had been mocked
for their accent at work. “There seems Like with other forms of unconscious bias,
the result can be subtle discriminatory be-
haviour, such as overlooking someone for a
Race-based bias
Devyani Sharma is a sociolinguist at
to be an implicit job or promotion. Not all accent bias is un-
conscious, however. In 2012, a group of Fil-
Queen Mary University of London and
an investigator with the research group
Accent Bias Britain. She is also one of the
‘accent hierarchy’ ipino nurses successfully sued the Delano
Regional Medical Center, in California, for
almost $1 million, claiming they had been
authors of Speaking Up. Sharma told the
BBC that, while accent bias in the UK is
often class-based, in the US, it is more like-
in the US” mocked for their accents and ordered to
speak only English by their bosses.
In the US and most other countries, dis-
ly to be based on race. SAADIA KHAN criminatory behaviour based on accent bias
This is supported by research in is illegal but often hard to prove, so lawsuits
the US, which has found the existence of a wage penalty are rare. While some, like Colbert, might be tempted to change
for speakers of regional or racial dialects. Economist Jef- their accents to be perceived more positively, Sharma and her
frey Grogger, of the University of Chicago, writes: “In the colleagues from Accent Bias Britain say raising awareness of ac-
US, both Black and white listeners routinely rate AAVE [Af- cent bias would be a better solution.
rican American Vernacular English] speakers lower than The authors of the Speaking Up study recommended that
Standard American English speakers in terms of socio- recruiters have training to help eliminate or reduce accent bias,
economic status, intelligence and even personal attractiveness.” and that business leaders should aim to have a range of accents
Pakistani-American human-rights activist and social entre- within their organizations: “There should be no implicit expec-
preneur Saadia Khan wrote in Yes! magazine: “There seems to be tation within the workplace that professionalism is signalled by
an implicit ranking or ‘accent hierarchy’ in the US. From years of sounding like a person from a certain region [or] socio-economic
living as an immigrant in the US, I notice that British accents are background.”
seen as the most superior of foreign accents, while African and
Eastern accents are at the bottom.”
Non-native speakers of English experience similar biases —
not merely [(mIEli] entrepreneur trigger sth.
accents associated with countries that are wealthy, mostly white , nicht allein [)QntrEprE(n§:] , etw. auslösen
and mostly monolingual, such as France and Germany, tend to , Unternehmer(in)
about: be ~ sth. perception
be perceived more positively than those from countries consid- , hier: um etw. gehen implicit [Im(plIsIt] , Wahrnehmung,
ered less wealthy, multi-ethnic and multilingual. , indirekt Sichtweise
anxiety [ÄN(zaIEti]
, Besorgnis conclusions: draw ~ subtle [(sVt&l] , subtil
Why accent bias exists , Schlussfolgerungen
self-conscious promotion
ziehen
Native accents are acquired in childhood and difficult to change [)self (kQnSEs] , Beförderung
, befangen, gehemmt exposed: be ~ to sth.
later in life. We know from social-psychology research that lis- nurse
, mit etw. in Kontakt
teners draw firm conclusions about speakers based on their affect sth. , Krankenpfleger(in)
kommen
, sich auf etw. auswirken
speech. Accent bias is often an unconscious reaction, generally presenter
sue sb. [sju:]
senior , jmdn. verklagen
determined by stereotypes that people are exposed to from a , Moderator(in)
, hier: höherrangig
young age. claim sth.
abandon sth.
mock sb. , etw. behaupten
American comedian and television presenter Stephen Col- , etw. aufgeben, ablegen
, sich über jmdn. lustig
bert admits to abandoning his native Southern accent. He told lawsuit [(lO:su:t]
machen shorthand
, Prozess, Gerichts-
Illustration: Georg Lechner
the news programme 60 Minutes: “When I was a kid watching , Stenografie, Kurzform;
penalty , Strafe; verfahren
hier: Symboli-
TV, if you wanted to use a shorthand that someone was stupid, hier: Nachteil
sierung tempted: be ~
you gave the character a Southern accent. And that’s not true. vernacular , landes- , versucht sein
unwarranted
Southern people are not stupid. But I didn’t want to seem stupid. sprachlich, traditionell
, ungerechtfertigt recruiter
I wanted to seem smart.” in terms of , in puncto , Personalreferent(in)
36 Business Spotlight 10/2023 CAREERS

Blahh
Bla Blah
ENGLISH ACCENTS
estuary [(estjUri]
Britain • broad vowel sounds, espe- New Zealand , Mündung; hier: Mün-
Of course, there is no one cially the “o” in words such Despite some similarities with dungsgebiet der Themse
British accent. The UK has the as “dog”, “coffee”, “shot” the Australian accent (at least distinguish sth.
most regional variation of all to the untrained ear), the Kiwi , etw. unterscheiden
English-speaking countries. Australia accent has a distinct sound, vowel , Vokal
Alongside traditional regional Despite the size of the mainly thanks to its very short
indigenous [In(dIdZEnEs]
accents, like Geordie (around country, Australia has almost vowels, which can make words , indigen
Newcastle) or cockney (East no regional accent variation such as “pen” sound like “pin”,
London), there are many in English. (Its indigenous for example, or “head” may feature , Merkmal
newer accents, such as British languages, by contrast, are sound like “hid”. Aussie [(Qzi] (ifml.)
Asian English or Estuary Eng- very diverse.) The features , Australier(in);
australisch
lish. You can listen to samples of a traditional Aussie accent South Africa
of some of these accents at: include: With 11 official languages, open vowel
, mit weiter Mundöffnung
https://accentbiasbritain.org/ • open vowel sounds in words South Africa is a cauldron of
gesprochener Vokal
accents-in-britain such as “outside” or “day” linguistic diversity. Afrikaans,
• a weak (almost non-existent) a language related to Dutch, Kiwi (ifml.)
, Neuseeländer(in);
United States “r” pronunciation after vow- has probably had the biggest neuseeländisch
In general terms, a North els — examples include “art” influence on the South African
American accent can be distin- (which sounds like “aht”) or English accent. This features distinct , eigenständig
guished most clearly by: “colour” (“kullah”) closed vowel sounds, mak- cauldron [(kO:ldrEn]
• an articulated “r” sound after • a rising intonation towards ing words such as “Africa” or , Kessel
a vowel (called a “rhotic”). the end of sentences, which “image” sound like “Efrica” and closed vowel
It’s quite easy to hear this in sometimes makes a state- “emage”. , mit geringer Lippenöff-
words like “party” or “birth” ment sound like a question nung gesprochener Vokal

CAREER COACH
How to disagree
Please don’t
“Yes, but” me!
Ja, aber …“: Diese beiden Wörter können selbst die besten Ideen in Sekunden
zunichtemachen. Wie lässt sich das ändern? Von FRANK PETERS
MEDIUM AUDIO PLUS

“People can often
sense the word
I
magine a business meeting. Let’s as-
sume you have an idea that is quite
well thought out and, what’s more,
you are prepared to suggest this idea
to everyone in the meeting. What is the
‘but’ before it’s
response likely to be?
There’s a standard reaction to ideas
that are brought up in meetings or con-
actually spoken”
versations. I’m sure you’ve heard it be-
fore. First, let me say what this reaction
is not. It is not genuine excitement about
a great idea, nor is it a sincere thank you
for your contribution. It’s not an inclusive
question that asks what everybody else
thinks. And it isn’t an offer to expand on
your idea either.
FRANK PETERS lives
in Cologne and works
Instead, the most common response to
as a coach with teams
an idea is: “Yes, but...” It might be “Yes, but and leaders, to make
have you considered the costs?” or “Yes, them a successful and
but we don’t have the resources for that Put sceptics in pairs. Let’s call our pair happy team (again)
right now” or “Yes, but... [insert objection Alice and Ben. In each round, one of them
here]”. makes a suggestion. Examples could be:
“Let’s have a party” or “Let’s have an off-
A three-letter word site”. Play three rounds.
This is not to say that objections may not
be valid — perhaps the costs really would Round 1: the “No” round
be too high or resources aren’t available. In the first round, Alice begins with
genuine [(dZenjuIn]
People should be able to express their “Let’s do...”. Ben has the easiest job in the , echt
concerns freely, and yet, that one word at world — all he needs to do is say no to
sincere [sIn(sIE]
the beginning — B-U-T — can make the everything. No explanation is needed. So, , aufrichtig
sentence toxic. Those three letters have Alice has to come up with alternative ide- expand on sth.
the power to crush the tiny seed of an as but, every time, Ben’s answer is no. Let , auf etw. näher eingehen
idea. this continue for two or three minutes, resources
Let’s say you suggest to your best then have them switch roles. , hier: (Finanz-)Mittel
friend that the two of you go to the open- When asked how they felt during this insert sth.
air cinema tonight, and she responds with: exercise, people give answers from both , etw. einfügen
“Yeah, but what if it rains?” Does that ends of the spectrum. Some describe it as objection , Einwand
spark joy and motivate you to convince frustrating and demotivating to hear no crush sth.
her to go out? Does it make you look for- all the time, while others enjoy coming , etw. zerquetschen;
hier: im Ansatz vernichten
Illustration: tttuna/iStock.com; Foto: Uwe Klössing
ward to a great evening? Or are you more up with new and better ideas each time.
likely to forget the idea and watch Netflix And still others say it was a relief (even a seed , Samen, Keim
on the couch (again)? pleasure) to be able to say no. spark sth.

, etw. auslösen
When I explain the “Yes, but...” effect in If people are aware of how they feel and
team workshops, people are sometimes how they react to this first part of the ex- puzzled [(pVz&ld]
, verwirrt
sceptical and look puzzled. They may ercise, they (and you) will learn a lot about
dismiss sth.
even dismiss the whole idea: “If I have their inner motivation and how they re-
, etw. abtun
concerns, what else can I say except ‘but’?” act to stress. If you’re working together,
offsite , Zusammenkunft
In such cases, there’s an activity that can it’s very helpful to know this about your außerhalb der gewohnten
demonstrate the “Yes, but...” effect. colleagues. Arbeitsumgebung

You can, of course, ask for a quick sum- If you don’t think the word is power- summary
mary of everyone’s experience of saying ful, consider that people can often sense , Zusammenfassung
and hearing no all the time — or (as I pre- the word “but” before it’s actually spoken. distracted , abgelenkt
fer to do) have more detailed feedback at Think about this example: “I think you are previous [(pri:viEs]
the end. doing a great job, BUT in your presenta- , vorausgegangen
tion yesterday, you looked quite insecure.” suggest sth. [sE(dZest]
Round 2: the “Yes, but...” round Do you think anyone will remember, or , etw. suggerieren, vermuten
lassen
Note: Make sure you move quickly from care about, the first part of that sentence?
one round to the next. If you notice that Everything before the “but” becomes insecure [InsI(kjUE]
, unsicher
some couples are distracted or chatting, meaningless.
move on to the next round. Keep it dy- evenly
, gleichmäßig
namic. Again, Alice starts by making sug- Option B: Ben starts with “Yes, but...” and
yes-butted: be ~ (ifml.)
gestions. Now, however, Ben’s task is to states his argument. Then, it’s his turn to , die Antwort „ja, aber“
find a more or less reasonable argument make an alternative suggestion, and Alice erhalten
against it, saying “Yes, but...” — for exam- will respond with “Yes, but...” and so on.
ple “Yes, but we have so much work to do”. In this case, they change roles each time.
Now, choose one of these two options: Compared to option A, this evenly
distributes the responsibility for coming
Option A: Ben keeps going as described up with ideas, and everyone experiences
above. Alice has to come up with new ide- being “yes-butted”. Here, too, when asked
as. After a while, they change roles. how they felt about this round, people
This may not seem different from the give a variety of responses.
previous round, but in this case, the sen-
tence starts with “Yes” — suggesting that
my partner has listened carefully and
agrees, in principle, with what I’ve said.
Then, this feeling of cooperation is de-
stroyed by the word “but”.
Illustrationen: ivector/Shutterstock.com; Booka1/istock.com

Round 3: the “Yes,... and...” round The second example doesn’t necessar- paraphrase sth.
If you think this round is going to work ily mean the offsite is really going to hap- , etw. umformulieren
better, you’re right. Alice makes her sug- pen. Perhaps, ultimately, it won’t be prac- input , Beitrag
gestion for something they could do as tical. Starting with “Yes,... and...” means reinforce sth.
a team. Now, Ben responds with “Yes,... you’re thinking together and not against [)ri:In(fO:s]
and...”. He paraphrases what Alice says each other, building upon other people’s , etw. verstärken
(“Yes, let’s have a team offsite AND...”) ideas, and that’s the basis for working to- schedule [(Sedju:l]
, Terminplan
and then expands on the idea (“...let’s do gether in a team.
it somewhere where we can spend some I recommend doing this little exercise ultimately
[(VltImEtli]
time outdoors” or “let’s make sure every- with your team. It takes only 15 minutes. , letztendlich
one can join in”). And practising this together will help
You might be wondering if I expect improve cooperation in your team and
you to agree with every suggestion one of beyond. Maybe the most common begin-
your colleagues comes up with. I would ning to a sentence will change to “Yes,...
only say that it’s helpful to show others and...”.
that you’re really listening and taking
their input seriously. This is reinforced
by paraphrasing what you have just heard.
Look at these two examples:
The “Yes, but...” version:

“We should have a team offsite.”
“Everything before
“Yes, but who’s going to do all our work
while we’re there?” the ‘but’ becomes
The “Yes,... and...” version:
“We should have a team offsite.”
meaningless”
“Yes, let’s consider having a team offsite
and see how we can make it fit everyone’s
schedule.”
ESSENTIAL PHRASES
MAKING SUGGESTIONS
There are various expressions Followed by a gerund • Why don’t we try lowering the
you can use to make sugges- • How about running some A/B price to increase sales? (= We
tions. Many language learners tests? can do this, but we don’t know
make the mistake of using the • I’d recommend postponing the if it will have the desired ef-
infinitive with all these phrases, launch until spring. fect.)
but a closer look shows that • Paul suggested going to the
some of them are followed by a Indian restaurant for lunch.
gerund. • Have you thought about pitch-
ing the idea to the board?
Followed by an infinitive offsite launch [lO:ntS]
, Zusammenkunft , Markteinführung
• I think we should organize a Now, try this! außerhalb der
meeting so we can discuss the The verb “try” can be followed pitch sth.
gewohnten Arbeits-
, etw. präsen-
changes. by either an infinitive or a ger- umgebung
tieren, vorstellen
• Why don’t we have an offsite und, but the meaning is slightly target group
with everyone? different. Look at these two ex- board
, Zielgruppe
, Vorstand,
• Perhaps we ought to start a amples: A/B test Geschäftsführung
webinar series. • Why don’t we try to increase , Vergleichstest
quarter
Übungen zu diesem • My first suggestion is to look sales in the next quarter? zweier Versionen
, Quartal
Thema hier kostenlos at your target group closely, to (= We don’t know if it’s possi- postpone sth.
anhören!
www.business-spotlight.
get a better idea. ble, but we’re going to try.) , etw. verschieben
de/audio-gratis/10

ENGLISH FOR
V
x
u
y
W
w at
X
v
aq
L A N G UAG E S E C TI O N
ap al
ak
ar ao an am
as
bt
Illustration: Mike Ellis
42 Business Spotlight 10/2023 LANGUAGE

Banking
Wichtige Vokabeln und Ausdrücke rund um das
Thema Bankwesen finden Sie hier.
Von HILDEGARD RUDOLPH

EASY AUDIO
1. night letterbox (UK),

night depository (US)
“Money makes the world There are different accounts for in-
, Nachtbriefkasten go round” dividual needs. A current account (US
2. front flap deposit shaft Geld regiert die Welt as the saying goes in checking account) (Girokonto) is used for
, Frontflappeneinwurf German. And for your money transac- general banking activities. A couple may
3. (cash) strongbox tions, you usually need a bank. have a joint account (Gemeinschaftskonto).
, Geldbombe There are different kinds of banking in- Savings (Ersparnisse) are kept in a savings
4. cash machine/dispenser (UK), stitutions, such as savings banks (Sparkas- account (Sparkonto). A teen account (Teen-
cashpoint (UK), ATM (automated sen), cooperative banks (Genossenschafts- agerkonto) for young people is usually free
teller machine) (US)
, Geld-, Bankautomat
banken), private banks (Privatbanken), of charge.
commercial banks (Geschäftsbanken) and Banks are closing branches as online
5. deposit and withdrawal
, Ein- und Auszahlung building societies (US savings and loan banking becomes more popular. Custom-
6. bank transfer, remittance
associations) (Bausparkassen). A central ers also have less need to withdraw cash,
, Überweisung bank is a public institution for any cur- as they can pay by card or mobile phone.
7. bank/account statement rency matters on a national level — the
, Kontoauszug US Federal Reserve (Fed), the Bank of
8. self-service machine England (BoE) or the Deutsche Bundes- DON’T MIX US UP!
, SB-Automat bank — or of a group of countries — the The German verb leihen is translated
9. security (guard) [sI(kjUErEti] European Central Bank (ECB). into English in different ways. If you
, Sicherheitsbedienstete(r) give something to someone that they
10. bank(ing) fees/charges
have to return to you, you lend sb.
, Bankgebühren
WHAT’S LOHN IN ENGLISH? sth., and if you take or use something
11. counter hall
The German word Lohn is wage in from someone and return it to them
, Kassenraum English. It is not loan, which is Darle- later, you borrow sth. from sb.:
hen: • “My parents lent us money to buy
12. bank customer
, Bankkunde/-kundin
• Die Löhne sind um drei Prozent ge- the plot.” — Meine Eltern haben uns
stiegen. — “Wages have risen by Geld geliehen, um das Grundstück zu
13. counter
, Schalter
three per cent.” kaufen.
• Bis wann muss ich das Darlehen zu- • “Did you have to borrow much mon-
14. cheque (UK), check (US) rückzahlen? — “By when will I have ey from your parents?” — Musstet
, Scheck
manual cheque deposit to repay the loan?” ihr viel Geld von euren Eltern leihen?
, manuelle Scheckeinreichung
15. bank clerk [klA:k]

, Bankangestellte(r) Other useful vocabulary Verbs withdraw money
, Geld abheben
16. loan application Nouns interest (rate) deposit money
, Darlehensantrag , Geld einzahlen
bank (sort) code
, Zins(satz) Adjectives
17. branch manager , Bankleitzahl overdraft facility, get/run into debt cashless, non-cash
, Filialleiter(in) overdraft protection (US) , sich verschulden , bargeldlos
credit/debit balance , Überziehungs-,
18. bank(ing) consultant , Haben-/Sollsaldo grant sb. a loan creditworthy
, Kundenberater(in) Dispokredit
, jmdm. ein Darlehen , kreditwürdig
deposit slip prime rate gewähren
19. investment advice / , Einzahlungsbeleg deep in debt
advisory services , Leitzins
save money , hochverschuldet
, Anlageberatung direct debit standing order (UK) , Geld sparen
, Lastschrift(einzug) exhausted [Ig(zO:stId]
20. safe / safety deposit box , Dauerauftrag
take out a loan , hier: ausgeschöpft
, Bankschließfach , ein Darlehen aufnehmen (Kreditrahmen)
LANGUAGE 10/2023 Business Spotlight 43

SKILL UP!
Presentations Knowledge check

Eine gelungene Präsentation setzt unter anderem eine
freie und selbstbewusste Sprache voraus. Überprüfen 1. Which word doesn’t belong with the
Sie deshalb Ihren englischen Wortschatz. others?
a) presentation
Von KAREN RICHARDSON b) demonstration
MEDIUM AUDIO PLUS c) performance
d) perception
2. What’s the English word for Beamer?
3. “Let’s move to the next

topic.”
a) on b) off
c) over d) in
You’ll find the answers on page 47

Übungen zu
diesem Thema hier
Word bank kostenlos anhören!

www.business-
spotlight.de/
Here, we present the essential vocabulary you need to talk about presentations. audio-gratis/10
Describing verbose [v§:(bEUs] point sth. out flow chart , Flussdiagramm built-in / external webcam
, wortreich, langatmig , auf etw. hinweisen , eingebaute oder externe
speech/ interruption
Webcam
round sth. off , Unterbrechung
speakers Key verb , etw. abrunden (data) projector
expressions overview , Übersicht, -blick
articulate [A:(tIkjUlEt] , Beamer
run out of time
, redegewandt pie chart , Torten-,
draw sb.’s attention to sth. , in Zeitnot geraten headphones
Kuchendiagramm
colloquial , jmds. Aufmerksamkeit auf , Kopfhörer
rush through sth.
, umgangssprachlich etw. lenken Q & A session
, durch etw. hetzen headset , Kopfhörer mit
, Frage-Antwort-Runde
conversational , gesprächig focus on sth. Mikrofon
sit through sth.
, sich auf etw. konzentrieren slides , Folien
eloquent [(elEkwEnt] , etw. über sich ergehen lassen remote control
, wortgewandt get sth. across table , Tabelle , Fernbedienung
sum sth. up
, etw. rüberbringen
fluent , flüssig , etw. zusammenfassen takeaway , Kernpunkt screen , Bildschirm
Illustration: Rudzhan Nagiev/iStock.com
have a look at sth.

idiomatic , idiomatisch visual aids speakers
, sich etw. ansehen
Elements , Anschauungsmaterial , Lautsprecher
incoherent [)InkEU(hIErEnt] highlight sth.
, zusammenhanglos audience [(O:diEns] stable Wi-Fi connection
, etw. (grafisch) hervorheben
, Zuhörer(innen) Equipment , stabile WLAN-Verbindung
pretentious interrupt sb.
, überheblich, hochtrabend background , Hintergrund (technical) glitch (ifml.)
, jmdn. unterbrechen built-in / external microphone
, technische Panne
succinct [sEk(sINkt] bar chart/graph , eingebautes oder externes
move on to sth.
, prägnant, knapp , Balkendiagramm Mikrofon
, zu etw. übergehen

Grammar check
Exercise 1 E
In the dialogue between Lily and Pat, eight sentences include
phrasal verbs. Find and complete them by writing in the miss-
ing prepositions.
1. start 5. get
2. put 6. sum
3. rush 7. round
4. pack 8. run
You’ll find the answers on page 47
In context
Phrasal verbs
Lily is giving her colleague Pat some feedback on his Phrasal verbs are a combination of certain verbs and prepo-
unsuccessful online presentation. sitions. Adding the preposition gives the phrase a particular
meaning.
Pat: Apart from the technical glitch with the video,
what else went wrong? How can I make sure
make
Lily:
my next presentation is better?
Well, I’d start off by checking your equipment ⋅ Can you make me a cup of coffee, please?
make up = invent
beforehand. It was difficult to hear you at first.
The sound improved a lot when you put on the ⋅ She’s very good at making up stories.
stand
headset instead of using the built-in micro-
phone. And next time, maybe you could try ⋅ You can have the seat. I don’t mind standing.
stand out = be easily noticeable
Pat:
blurring the background, too.
That’s a good tip, thanks. I was so relieved that ⋅ With her purple hair, Sally really stands out.
I had a stable Wi-Fi connection.

Some phrasal verbs are “separable”, which means they can
Lily: I also think it’d be a good idea to have fewer
be split by the object. Others are “inseparable” and must stay
slides. It felt like you had to rush through
together. Unfortunately, there is no simple rule to remember
some of them — especially the flow charts and
here — it takes a bit of practise.
the graphs.
Pat: Yes, I probably tried to pack in too much infor-
Separable phrasal verb
mation. It was quite difficult to get it all across.
hang up
Lily: Maybe you should add an overview slide at
the beginning. And at the end, after you sum ⋅⋅I’ll hang up your coat for you.
I’ll hang your coat up for you.
up the main points, try to round off the pres-
entation by giving the audience one or two
Inseparable phrasal verb
takeaways.
come across = find
Pat: I had planned to do that, but with all the inter-
ruptions, I ran out of time. ⋅ I came across my notes from an old presentation.
Not: I came my notes across from an old presentation.
Lily: You could try asking people not to interrupt
and allow time for a short Q & A session at the
end.
Exercise 2 A
Pat: I’ll do that next time. Thanks very much for
Cross out the sentences that are incorrect (because the phrasal
your feedback. I’m already feeling more posi-
verb cannot be separated). In some cases both are correct
tive.
Lily: You’re welcome. Oh goodness, is that the time?
1. Can you deal with it? / Can you deal it with?
Foto: JLco - Julia Amaral/iStock.com
I’m attending another presentation in ten

2. Fill the form out. / Fill out the form.
minutes!
3. We need to follow up on this. / We need to follow this up.
start (sth.) off blur sth. [bl§:] 4. They’ll probably go under next year. / They’ll probably go
, mit etw. anfangen , etw. unscharf stellen next year under.
beforehand , vorher pack sth. in , etw. reinpacken 5. Let’s wrap up this now. / Let’s wrap this up now.
put sth. on , etw. aufsetzen allow time for sth. You’ll find the answers on page 47
, Zeit für etw. einplanen

Common collocations slide
Here, we look at some key word partnerships with the noun
“presentation”.
adjective + “presentation”
dull presentation [dVl] interactive presentation (un)interesting
, langweilige Präsentation , interaktive Präsentation presentation
, (un)interessante
engaging presentation memorable presentation
Präsentation
[In(geIdZIN] , denkwürdige Präsentation
, ansprechende well-prepared
Präsentation
thought-provoking
presentation
presentation foil
, gut vorbereitete
informative presentation , zum Nachdenken
Präsentation
, informative Präsentation anregende Präsentation
Tips for a memorable presentation

Nobody wants to sit through yet another dull presentation, so follow
these tips to keep your audience’s attention:
• Be thorough in your research, plan well and prepare well.

audience
Nothing beats a well-prepared presentation. [(O:diEns]
• Provide new and interesting information. , Publikum,
An informative presentation shows you
really understand your topic.
Zuhörerschaft False friends
thorough
• Include polls or quizzes for an Many words in German and English seem
[(TVrE]
interactive presentation. , gründlich similar but have very different meanings.
• To hold an engaging presentation, topic , Thema
share a story or anecdote that your poll , Umfrage, What’s Folie in English?
Illustration: Rudzhan Nagiev/iStock.com; Cartoon: Bradford Veley/Cartoonstock.com; Fotos: Mindful Media/iStock.com; Daisy Daisy/Shutterstock.com
audience can relate to. Befragung
Folie = slide
⋅ Please do not use more than
ten slides in your presentation.
It’s not “foil”!

foil = (Alu-)Folie
⋅ Cover the lasagne with foil
so that the cheese doesn’t burn.
Cartoon
“For cryin’ out loud, Frank, we don’t have all day!

Cut to the cheese!”
If you feel that a speaker is wasting time, you can tell them to
“cut to the chase” — this means “start talking about the most
important thing”. For mice, that would obviously be cheese.
In most business contexts, however, it probably refers to how
much something is going to cost. As far as anyone knows, the
expression comes from the early years of the US film industry
— when, in many films, a car chase was the climax of the story.
Here, the word “cut” means to edit a film.
for crying out loud cut to the chase climax [(klaImÄks]

(ifml.) , auf den Punkt , Höhepunkt;
, Himmelherrgott! kommen, zum Kern hier: der beste Teil
der Sache kommen
edit sth. , etw. bear-
(chase , Jagd)
beiten; hier: schneiden

MARKTPLATZ – MARKETPLACE
Typical Sprachkurse und Sprachferien

mistake
Learn English in Cornwall
Can you correct the common error in
the following sentence? ONLINE COURSES
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Progress check
Replace each German word or phrase below (in
italics) with its correct English equivalent.
1. I’d like to (Ihre Aufmerk-

samkeit ziehen auf) this next slide.
2. There will be time for a(n)

(Frage-Antwort-Runde) at the end.
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3. I’d like to (anfangen) by Möchten Sie Italienisch lernen
Tel.: + 39 329 364 8087
showing you last year’s figures. und das Piemont mit seiner Kultur, Tel.: + 49 171 371 1343
der vorzüglichen Küche und den www.zagaraclubsiciliacorsilinguaitaliana.it
ausgezeichneten Weinen entdecken?
4. Has anybody seen the
(Fernbedienung)? Dann kommen Sie zu uns!
Hier wohnen Sie in gemütlichen
You’ll find the answers below Appartements und lernen die Nächste
Sprache – individuell abgestimmt Anzeigentermine:
auf Ihre Wünsche und Vorkenntnisse.
ANSWERS Ausgabe Anzeigenschluss
Knowledge check: Exercise 2
La Cascina dei Banditi 12/2023 17.10.2023
1. d) perception = Wahrnehmung 1. Can you deal with it? / Can you Tel . +39 331 6525424
2. (data) projector deal it with? 01/2024 15.11.2023
3. a) on (move on = hier: 2. Fill the form out. / Fill out the form. www.la-cascina-dei-banditi.com
übergehen) 3. We need to follow up on this. / We
need to follow this up.
Grammar check 4. They’ll probably go under next
Exercise 1 year. / They’ll probably go next
1. off (start sth. off = mit etwas an- year under. Kontakt für Anzeigenkunden
fangen) 5. Let’s wrap up this now. / Let’s
2. on (put sth. on = etw. aufsetzen) wrap this up now. +49-89/85681-131
3. through (rush through sth. =
durch etw. hetzen) Typical mistake: ZEIT SPRACHEN GmbH – Ihr Ansprechpartner
4. in (pack sth. in = etw. reinpacken) “Unfortunately, his presentation für Beratung und Verkauf
5. across (get sth. across = etw. rü- lacked a common thread.”
berbringen) “A common thread” is an aspect
6. up (sum sth. up = etw. zusam- of a presentation that connects all sales@zeit-sprachen.de
menfassen) the parts.
7. off (round sth. off = etw. abrun-
den) Progress check:
8. out of (run out of sth. = von etw. 1. draw your attention to
nichts mehr haben) 2. Q & A session
3. start off
4. remote control

TEST
Test your
language skills!
Testen Sie nun Ihre sprachlichen Kompetenzen.
Die Übungen auf diesen zwei Seiten basieren
auf Artikeln dieser Ausgabe.
Von DAGMAR TAYLOR

EASY MEDIUM ADVANCED
1. What does it mean? M 2. Speak up! E
The profile of Clover Hogan, “Climate champion” In “How your accent affects your career”
(pp. 12–13), contains many useful expressions. Decide (pp. 34–37), you can read about accents and
whether the following statements are correct or incorrect. social mobility. Match the nouns (1–5) from
the article to their definitions (A–E).
Correct Incorrect
1. assumption
1. Someone with agency has a quality that 2. bias
makes them acceptable to young people. ■ ■ 3. penalty
4. perception
2. Denial is the act of refusing to accept that 5. shorthand
something unpleasant or painful is true. ■ ■
A. an idea, a belief or an image you have as a result
3. Someone who is in despair has the feeling of how you see or understand something
of having lost all hope. ■ ■ B. a strong feeling in favour of or against a group
of people
4. Extinction is the act of killing all the C. a shorter way of saying or referring to some-
members of a group of people or animals. ■ ■ thing
D. a belief or feeling that something is true,
5. The division between two qualities or although there is no proof
conditions is called a shoreline. ■ ■ E. a punishment for breaking a law, rule or
Fotos: eyetoeyePIX/Stock.com
contract
6. A wildfire is a very big fire that spreads
quickly and burns natural areas like woods,
forests and grassland. ■ ■ 1– ■; 2– ■; 3– ■; 4– ■; 5– ■

3. There’s an app for that E 4. Provoking change A
In the English for... section (pp. 42–43), we present In “Meet the Gen Z brand whisperers” (pp. 18–21),
useful expressions for banking. Complete this you can read about the influencers providing brands
dialogue with the English translation of the German with insights about Gen Z. Choose the correct option
words in brackets. to complete each statement.
Maude: While we’re in the city centre, I’d like to 1. Gen Z — those born from the mid-1990s to the early
go to my bank. I need to (1) 2010s — are the most diverse, well educated and
(einreichen) a(n) (2) demographic group yet.
(Scheck). A. confrontational B. sensational
Nigel: OK. Did you know you can do that in the 2. Born in 2000, Maya Penn founded her own
banking app now? fashion company, Maya’s
Maude: You can? How? Ideas, in 2008. She did her first TED Talk at 12.
Nigel: You open the app and tap “Payments”, then A. attainable B. sustainable
choose “Deposit a cheque”. Tap on the 3. Businesses are nervous about employing young
(3) (Konto) you’d people who are online and ,
like to pay the money into. Then, enter the and heritage brands are unsure about how to market
(4) (Betrag) you to them.
want to pay in, tap “Next” and hold your phone A. outspoken B. reserved
over the cheque. Once the cheque is centred, 4. Gen Z Lab’s Harris Reed says companies are now
the app will take a photo of it automatically. more comfortable “with being brave and being
And that’s it. ”.
Maude: I had no idea! It’s no wonder banks have A. accountable B. unaccountable
closed most of their (5) 5. In 2020, people complained about Domino’s Austral-
(Filialen) when you can do almost everything ia’s “free pizza for Karen” campaign. “Karen” is a slang
online now. term for angry and mid-
Nigel: The only time I go to the bank is to dle-aged women.
(6) (Geld abheben) A. eligible B. entitled
— and that’s not very often!
ANSWERS
Test your language skills! 4–A (perception = Wahrnehmung,
1. What does it mean? Sichtweise)
5. Enjoy your mealworm! M 1. Incorrect. Someone with 5–C (shorthand = Stenografie,
“agency” has the ability to Kurzform; hier: Symbolisierung)
In “Anyone for cricket?” (pp. 26–29), you can read take action or to choose 3. There’s an app for that
about the growing market for edible insects. Complete what action to take. (agency 1. deposit
= hier: Handeln, Tätigkeit) 2. cheque
the sentences below using the adjectives from the list.
2. Correct (denial = Verleug- 3. account
crunchy | hypocritical | indigenous | viable | visceral
nung) 4. amount
3. Correct (despair = Verzwei- 5. branches
flung) 6. withdraw money
1. Increasing concerns about the environment may help 4. Incorrect. “Extinction” is a
consumers see insects as a(n) source situation in which a plant 4. Provoking change
of protein. or animal species, or a way 1–A (confrontational
of life, etc., stops existing. = konfliktfreudig, streitlustig)
2. Most people have a(n) reaction of
(extinction = Aussterben, 2–B (sustainable = nachhaltig)
disgust to the idea of eating insects. Ausrottung) 3–A (outspoken = direkt,
3. By paying more attention to voices, 5. Incorrect. The edge of the unverblümt)
people may be more willing to change their precon- sea, an ocean or a lake is 4–A (accountable
ceived ideas. called a “shoreline”. = verantwortlich)
(shoreline 5–B (entitled = privilegiert)
4. Any ethical questions that might be raised could be = Küste(nstreifen))
seen as , given the widespread use 6. Correct (wildfire 5. Enjoy your mealworm!
of pesticides in crop farming. = Lauffeuer) 1. viable = brauchbar
5. Crickets can be enjoyed by adding cricket flour to 2. visceral = tief sitzend
2. Speak up! 3. indigenous = indigen
baking dough and they can also be left whole and used 1–D (assumption = Annahme) 4. hypocritical = verlogen,
as a(n) topping. 2–B (bias = Vorurteil) heuchlerisch
3–E (penalty = Strafe) 5. crunchy = knusprig

QUIZ
Coffee break
Die Kaffeemaschine ist aus dem Büro
nicht wegzudenken. Aber was wissen
Sie über den beliebten Wachmacher?
MEDIUM AUDIO
feature of almost any work-
A place is a humble, hard-work-

ing coffee machine. Two in
three Americans enjoy coffee
on a daily basis. Europeans alone guzzle a
third of the global supply. Now, test your
knowledge of one of the world’s favourite
drinks.
1. In 1971, the first Starbucks coffee

shop opened in which US city?
a) Savannah
b) San Francisco 7. Which city has the best claim to 10. About how many coffee beans
c) Seattle Europe’s oldest working café? are required to make one cup of
a) Venice espresso?
2. Seventy-seven per cent of US b) Paris a) 12
coffee-drinking employees say they c) Vienna b) 22
need _____ cup(s) of coffee to feel d) London c) 32
productive. d) 42
a) one 8. Botanically speaking, coffee is
b) two or more a _____.
c) four a) herb
b) vegetable feature [(fi:tSE] working
3. Nearly two-thirds of the world’s cof- c) flower , Merkmal, Besonderheit , hier: noch in Betrieb
fee comes from Brazil. True or false? d) fruit humble [(hVmb&l] herb [h§:b] , Kraut
, bescheiden, einfach
per-capita
4. Which of these is NOT the name of a 9. A popular device for making coffee is guzzle sth. (ifml.) , pro-Kopf-
coffee bean? a French ______. , etw. schlürfen
go with sth.
a) Hojicha b) Robusta a) press billion , Milliarde(n) , hier: etw. für das
c) Liberica d) Arabica b) squash Richtige halten
disposable , Einweg-
c) push cherry , Kirsche
addicted: be ~ to sth.
5. The world throws away about 50 d) squeeze , nach etw. süchtig sein seed , Samen
billion disposable coffee cups a year.
True or false?
Foto: mama_mia/Shutterstock.com
seeds; 9. a); 10. d) US alone; 6. c) The Netherlands has the highest

6. According to a 2020 study, which
cherry are two coffee beans, which are actually 50 billion coffee cups a year are thrown away in the
on trees and is called a “coffee cherry”. Inside the Hojicha is a type of green tea; 5. False. More than
country is “most addicted” to coffee? has been in business since 1686; 8. d) Coffee grows about 75 per cent of the world’s coffee; 4. a)
a) Lebanon
with Le Procope, in Saint-Germain-des-Prés, which Vietnam, Colombia, Indonesia and Ethiopia) make
potentially controversial question, but we’re going most coffee; 3. True. The top five producers (Brazil,
b) Peru by Finland, Sweden, Norway and Canada; 7. b) A was the day of the week when they needed the
c) the Netherlands average per-capita coffee consumption, followed Answers: 1. c); 2. b) and 24 per cent said Monday
d) Finland
50 Business Spotlight 10/2023 FREESTYLE

ISSUE 11/2023
Social media detox

Platforms such as Twitter (X),
Instagram and Facebook bring
people together, but they also
eat away at our time and can
have negative effects on our
mental and physical health.
Taking time out can help.
Gaming Scotland
Scotland is home to some of
the planet’s most popular vid-
eo games, including Grand
Theft Auto. We take a behind-
the-scenes look at the heart of
the virtual gaming industry in
the Scottish capital.
...and more:
⋅ Abigail Disney, heiress
fighting climate change
⋅⋅⋅
ächste Europe’s Black Friday boom
Die n n
be vo Dealing with conflict
Ausga tlight What if America solved its
ines s Spo
Bus int am
gun problem?
27
ersch
. Okt
e
ober 2
023
Scotland — the heart of the world’s
⋅ The trend of co-working
gaming industry
impressum leserservice
Chefredakteurin Geschäftsführer Litho Fragen Konditionen
Judith Gilbert (V.i.S.d.P.) Ulrich Sommer Mohn Media Mohndruck GmbH zum Abonnement und zu Abonnement pro Ausgabe
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Maja Sirola (Chefin vom Dienst) Dennis Draber Druck Unser Serviceportal erreichen Deutschland: € 7,90 inkl. MwSt.
Redaktion Vogel Druck & Medienservice GmbH, Sie 24 Stunden täglich unter: und Versandkosten
Vertriebsleitung
97204 Höchberg https://kundenportal. Österreich: € 8,50 inkl. MwSt.
Richard Mote, Rachel Preece, Nils von der Kall / Zeitverlag zeit-sprachen.de und Versandkosten
Melita Cameron-Wood (frei), Schweiz: sfr 10,90 inkl.
Chief Marketing Officer und Vertrieb Einzelverkauf
Anja Giese(frei), Sabine Hübner-Pesce, Privatkunden und Versandkosten
Chief Operating Officer DMV Der Medienvertrieb GmbH &
Hildegard Rudolph (frei), Buchhändler Übriges Ausland: € 7,90 zzgl.
Alexander Holm Co. KG Tel. +49 (0)89/12 14 07 10
Ina Sinning (Übersetzungen, frei), Versandkosten
Michele Tilgner (frei) Leitung Marketing www.dermedienvertrieb.de Fax +49 (0)89/12 14 07 11
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Frederik Leder Vertrieb Abonnement Nachweis eine Ermäßigung.
Bildredaktion
frederik.leder@zeit-sprachen.de DPV Deutscher Pressevertrieb GmbH Lehrer, Trainer und Firmen
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Anzeigen www.dpv.de Tel. +49 (0)89/95 46 77 07
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Elisabeth Alric-Schnee Katja Ziemann zeit beendet werden
Verlag und Redaktion lehrer@zeit-sprachen.de
katja.ziemann@zeit-sprachen.de – mit Geld-zurück-Garantie für
Gestaltung ZEIT SPRACHEN GmbH Einzelverkauf und Shop bezahlte, aber noch
Georg Lechner (Leitung), Sales Manager Sprachenmarkt Kistlerhofstr. 172 nicht gelieferte Ausgaben.
Tel. +49 (0)89/95 46 99 55
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Christiane Schäffner (frei) Tel. +49 (0)89/8 56 81-131 www.business-spotlight.de zeit-sprachen.de Deutschland: € 8,50
Leitung Produktion und eva-maria.markus@zeit-sprachen.de
ISSN 1617-1888 Unsere Servicezeiten Bei ZEIT SPRACHEN
Redaktionsmanagement Anzeigenverkauf Montag bis Freitag: erscheinen
Thorsten Mansch iq media marketing gmbh © 2023 ZEIT SPRACHEN, 8 bis 20 Uhr, Spotlight, Business Spotlight,
Leitung Crossmedia Toulouser Allee 27, 40211 Düsseldorf auch für alle genannten Autoren, Samstag: 9 bis 14 Uhr Écoute, Ecos, Adesso,
Elke Latinovic Tel. +49 (0)02 11/ 8 87–13 02 Fotografen und Mitarbeiter. Deutsch perfekt
Foto: evenfh/iStock.com
Postanschrift
info@iqm.de
Autoren ZEIT SPRACHEN ist ein ZEIT SPRACHEN GmbH Fragen zu Themen im Heft
Mediainformationen: www.iqm.de
Melita Cameron-Wood, Sheila Dierks, Tochterunternehmen der Kundenservice, Schreiben Sie unserer
Sarah Evans, Benjamin Hindrichs, Anzeigenpreisliste 20080 Hamburg Redaktion für alle Fragen,
Zeitverlag Gerd Bucerius GmbH &
Es gilt die jeweils gültige Preisliste. Deutschland Vorschläge und Kritik eine Mail:
Talitha Linehan, Frank Peters, Co KG
Infos hierzu unter: https://unternehmen. business-spotlight@
Karen Richardson, Dagmar Taylor, zeit-sprachen.de
Ken Taylor zeit-sprachen.de/mediadaten
PREVIEW 10/2023 Business Spotlight 51

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ENGLISCH 10

A € 9,50; CH sfr 11,70

The impression you make

BABY GOT BUSINESS

JUDITH GILBERT, EDITOR-IN-CHIEF brand , hier: Markenvertreter(in)

EDITORIAL 10/2023 Business Spotlight 3

8 Names and News

The latest from the business world

News and numbers on the internet

4 Business Spotlight 10/2023 CONTENTS

€ 5,50 (D) | € 6,30 (A) | sfr 8,70 (CH)

ZEIT für Englisch Newsletter —

successful climate To subscribe, go to https://www.

You can find more business English content at:

Language in Business Spotlight

Approximately Approximately at Approximately at

CONTENTS 10/2023 Business Spotlight 5

Foto: Richard Taylor/HUBER IMAGES

masterpiece interlocking engineer [)endZI(nIE] landmark , Wahrzeichen, venue [(venju:]

MARIA RESSA (born in 1963),

Iskonawa is a language from the mountainous jungle [(dZVNg&l]

8 Business Spotlight 10/2023 TRENDS

According to a study by the OECD and the

big deal: be a ~ (ifml.) stray , herrenlos artificial insemination

EU Intellectual Property accessory [Ek(sesEri]

office supply [sE(plaI]

TRENDS Business Spotlight 10/2023 9

Not crashing, just dancing

Although quantum computers have

304 MILLION 254 MILLION

KILOO AND SYBO GAMES SCOPELY, INC. (USA)

10 Business Spotlight 10/2023 TRENDS

New life for

Wind power is a vital renewable energy source,

more time to prepare for bad weather.

forecast severe [sI(vIE] lightning

reliable [rɪˈlaɪəb&l] billion , Milliarde(n) ground strike

10/2023 Business Spotlight 11

Von SARAH EVANS

COP26 President-Designate Civil Society. She’s also worked , Verleugnung

TRENDS 10/2023 Business Spotlight 13

Gary Neville wurde als

Von RACHEL PREECE

14 Business Spotlight 10/2023 TRENDS

property developer subscriber

Interviews: RACHEL PREECE

ROLAND GEYER is a professor

TRENDS 10/2023 Business Spotlight 17

Some companies are

Von AMELIA TAIT

pull sth. , etw. zurück-

TRENDS 10/2023 Business Spotlight 19

panel , Gremium gender-fluid , sich dump sth.

clientele [)kli:Qn(tel] cause , hier: Anliegen sustainable

20 Business Spotlight 10/2023 TRENDS

Companies are learning

TRENDS 10/2023 Business Spotlight 21

Von TALITHA LINEHAN

European headquarters of multinational companies, attracted Dublin Bus: www.dublinbus.ie/home

22 Business Spotlight 10/2023 TRENDS

broken , ruiniert, kaputt

View of the Samuel

to meet clients or attend stone’s throw: be a ~