306 ブラックスワンとグリーンスワン

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”Process Economy” means that showing the process of making products can be a key to success.  The process leads to getting people’s sympathy and then the product sells well.   a key to success    成功への鍵    A lead to B   AはBにつながる AはBという結果になる

C: So basically what you’re saying is it’s a way to market a product by revealing the development process before a product comes to market. 
Or maybe behind-the-scenes aspects of a product.
S: Yes! You could say that.
Q: I wonder if “process economy “ and “ narrative marketing” have some things in common.  What do you think ?
C:  I think what some people in Japanese are labelling as the “process economy” falls into the category of narrative marketing.
The goal seems to be the same: generate audience interest with authentic and genuine content. 
reveal  明らかにする   behind-the-scenes 舞台裏の    have   —- in common    共通して —-を持つ  have nothing in common  共通点が全くない have a lot in common —-共通点がたくさんある   label ラベルづけをする   fall into the category of  ~ ~の部類・範疇に入る  authentic and genuine content  うそ偽りのない本物の内容


Here’s a phrase that you might not have heard in a while:  “to jump on the bandwagon”  しばらくの間、聞いていなかったかもしれないフレーズ:「時流に乗る・多勢に与する」です。

For those not familiar, when you jump on the bandwagon, it means you begin supporting a music group, hobby, idea, person–or any trend basically–after it has become popular or successful.  You could use it like this: “Why Do People Jump on the Bandwagon Instead of Thinking for Themselves?”


instead of ~ ~する代わりに、~しないで  *バンドワゴンは行列先頭にいる楽隊車

Another approach is to use the psychological term “the bandwagon effect.” 心理学的用語「バンドワゴン効果」


“The bandwagon effect is a psychological phenomenon whereby people do something primarily because other people are doing it, regardless of their own beliefs, which they may ignore or override.” バンドワゴン効果は心理学的現象 他の人たちがそれをしているからという理由で(それにより)人々がまず第一に何かする、自分自身の信条と関係なく、そして(その信条を)無視し無効にするのです。 phenomenon(複数形はphenomena)  現象  whereby(関係副詞)= by which    regardless of ~ ~と関係なく   ignore or override   無視し無効にする



social responsibility

Here’s a term that you’ll probably come across in business and the news:

social responsibility (or SI for short) 

Social responsibility is a means of achieving sustainability. Adopting key social responsibility principles, such as accountability説明責任 and transparency透明性, can help ensure the long-term viability (計画などの)実行可能性 and success of any organization or system.


In a now infamous New York Times article by Milton Friedman published in 1970, the Nobel-Prize-winning economist wrote that social responsibility is a “fundamentally subversive破壊的な doctrine in a free society.” He believed that the only responsibility that a corporation has is to the shareholder. In 1999, John Elkington introduced the concept of the “triple bottom line,” making the case that concern for society and the environment can coexist with an ambition for profits.


“Ethically sourced” is a phrase that has become really common when describing products on a label or a company’s website.


Here’s an example of how to use it in a sentence: A simple way you can tell if a product is ethically sourced is by looking at brands and companies’ message behind their products, philosophy, values and business.

“In recent years, words such as ethically sourced, fair trade, organic, and cruelty free have been trending and acknowledging 認めるthe issues behind consumption and coming up with ways to solve them have become topics of discussion.”

fair trade 

a global movement to improve the lives of farmers and workers in developing countries by ensuring that they have access to export markets and are paid a fair price for their products. Those objectives are often achieved by establishing direct trading relationships between small-scale producers in Africa, Asia, and Latin America and fair trade organizations (FTOs) in the United States and Europe, thereby eliminating intermediary buyers and sellers. A subsidiary goal of the movement in developed countries is to increase consumer awareness of unjust and unfair international trade practices.

example sentence: “Do you know if that coffee roaster sells fair trade beans?”



“cruelty-free” simply means that a product and its ingredients weren’t tested on animals.

Here’s how to use it in a sentence: 

“The best way to ensure that you’re not supporting cruel and deadly tests on animals is by purchasing only from companies listed as “cruelty-free” in the PETA database.”



PETAーー動物の倫理的扱いを求める人々の会  People for the Ethical Treatment of Animals の  acronym(頭字語)