DOCSLIB.ORG

2020 Retail Industry Outlook Convenience As a Promise

Total Page：16

File Type：pdf, Size：1020Kb

Download full-text PDF Read full-text
2020 Retail Industry Outlook Convenience As a Promise 2020 retail industry outlook Convenience as a promise 2020 retail industry outlook | Convenience as a promise For consumers, shopping in today’s environment is the most convenient it has ever been. Forward-thinking retailers are setting the expectations bar high for the rest of the pack. In this year’s outlook, we explore convenience, what it means today, and how retailers can position themselves to take on the challenge. Contents Convenience matters 3 Sizing up the year ahead 3 Rising customer expectations and its cost 3 Economic outlook 4 Convenience must be enabled through the entire organization 4 Marketing as a differentiator 4 Connect: Digital enablement 6 Revisiting product strategy 6 Stores aren’t just stores anymore 7 Deliver on the promise through supply chain 8 Convenience is more than a state of mind 9 2 2020 retail industry outlook | Convenience as a promise Convenience matters Sizing up the year ahead Rising customer expectations and its cost Predictably, 2019 was a year in transition. Uncertainty is the name of the game when There was stability in the positioning of it comes to how the next 12 months will play Given the rapid pace of technological the top five retailers, uncertainty among the out. With a possible recession and potential advances and social transformation, majority, and a few notable bankruptcies. fallout from tariff tensions looming, retailers expectations for outstanding customer The emphasis on understanding what should have a game plan that can handle service and experience are now being set consumers really want continued to adjustments when and as needed. by those outside the business. Consumer expand the gap between the leaders expectations are going global, while age-old and everyone else who followed. For While the overall economy might be losing national and industrial divides are shrinking. retailers, understanding how consumer its shine in 2020, it presents retailers an To stay competitive, many retailers must expectations are evolving has never been opportunity to review their playbook for make a difficult choice on what to offer and more important. riding out a downturn. To strengthen their how to make sense of it, profitability-wise. preparedness, retailers should focus on The good news here is that there is some four factors critical to success:2 What this means is that there is a necessary predictability when it comes to what • Determine why they matter conversation around tough tradeoffs— consumers want. In our recent holiday study, what really matters to the consumers, over two-thirds of US adult shoppers said • Build a war chest to invest in growth and what must companies have internally they hold price, product, and convenience • Embrace technology and automation before going after the shiny new object? above all when it comes to what they want.1 to better leverage growth For instance, our holiday study revealed • Fair price. With drastically increased that more than 85 percent of the holiday • Look outside their four walls transparency and automated pricing shoppers picked free over fast shipping.3 to embrace partnerships making it difficult for a fair price to be the While some companies have publicly final differentiator, price alone does not reported spending close to a billion dollars Overall, retailers will likely have to be more drive consumer loyalty. in one quarter to make free or fast shipping judicious with investments and flexible with options available, these investments should • Quality and variety of products. their plans—ready to adapt, whether or be made with sustainability in mind and with Because personalized and commoditized not a recession comes or if tariff tensions cost transparency at the core.4 products are offered in so many formats continue. It seems that for 2020, those and channels, there is an overabundance retailers who prepare for the worst will likely Based on the shopping context, retailers of choice. fare the best. will likely have to play a balancing act, • Convenience. Whether in the store or with trade-offs between various themes online, consumers want a friction-free that influence convenience―speed of experience, from finding ideas and transaction, value to customer, and efforts inspiration to making purchases, managing for retailers (for example, breadth of returns, and advocating for the brand. assortment, cost of operations). With the convergence of supply chain, digital technologies, and other innovations, Figure 1. Trade-offs for meeting customer expectations around convenience convenience is becoming a much more important piece of the equation. Speed of transaction Value to customer Convenience Efforts for retailers 3 2020 retail industry outlook | Convenience as a promise At its very core, convenience is a to demographic growth. With the labor Marketing as a human-centered experience that provides market strong, consumer sentiment remains customers with a feeling of ease. There elevated despite a bit of volatility in recent differentiator are many ways that consumers can months. Relatively low headline inflation perceive convenience: is also likely to aid consumers, even as low In one sense, convenience is about elevating interest rates—the Federal Reserve cut the human experience. It is something • “Saves me time (same-day shipping)” rates three times in 2019—keep borrowing that goes beyond the four walls of the • “Easy access to more offerings” costs low. organization and includes both customers and the workforce. In a recent study, we • “Special access to services that meet Consumers, however, face three key found that five key pillars contribute to my needs” challenges. First, gains in the labor market elevating this experience:7 “Easily see the added value I’m receiving” have not translated to strong wage growth. • • Being obsessed with all things human Real average weekly earnings grew a mere • “Meet all my needs in one place” 0.8 percent in 2018 and, by the end of 2019, • Anticipating and proactively delivering were up by just 1.2 percent. Second, as on human needs What many people are looking for is the impact of the 2017 tax cuts fizzles out, something that simplifies life while • Executing with humanity disposable income is likely to slow—we delivering a positive experience. People forecast real disposable personal income • Being authentic want to “outsource” the work of getting growth to slow to 2.3 percent in 2020 from products. Instead of focusing on the act • Working to change the world 3.24 percent in 2019. Finally, consumers of purchasing products, they want to focus also face risks from any escalation of trade on the act of using them. That’s what Marketing in this age of constant disruption, tensions, which, in turn, could dent growth appears to really matter. with industry ecosystems evolving and and employment as businesses hold back fusing together, may seem like a Herculean on investment spending and hiring. This task. To be successful, organizations should Economic outlook will likely hurt equity markets too, thereby constantly define and redefine what matters negatively affecting consumer wealth to their customers—truly enhancing either The retail industry should be prepared and hence, spending. the human experience or the convenience for changing economic conditions in the factor. The reality is that it is no longer coming year. The economy slowed in Overall, we expect real consumer spending enough to market product and price 2019, with real GDP growth declining to growth to slow to 2.2 percent in 2020 from alone. While the quality of the product is 5 1.9 percent in Q3 from 3.1 percent in Q1. 2.5 percent in 2019. still important, the point of differentiation Personal consumption growth has been between brands is now often dependent on steady, on average, but investment growth Convenience should their ability to market the service, delivery, has weakened. Business investment, for and overall convenience that they provide. example, contracted in the second and be enabled through the Things like same-day delivery, curbside third quarters of 2019, while residential entire organization pickup, and buy online/pick up in-store investment has posted just one quarter of have become table stakes. The competitive growth since Q1 2018. With the outlook for Offering convenience is not an overnight advantage is derived from presenting these global growth dimming and the uncertainty undertaking. Because there are so components more effectively than the of trade tariffs unlikely to go away soon, many moving parts involved, enabling competition does. we expect real GDP growth to slow to 1.6 convenience touches almost every part percent this year from 2.3 percent in 2019.6 of a retail organization, creating challenges throughout. Convenience, then, should Consumer spending outlook be built into the fabric of the entire Consumer spending is the lifeblood of the organization; otherwise, it can become retail industry. A key source of strength to a follow-on marketing gimmick without consumer spending has been a healthy the wherewithal to make it profitable. labor market. Unemployment is low Convenience is also a moving target; (3.6 percent in October) and so far, the what was convenient yesterday is no economy has generated, on average, about longer convenient today, and what’s 167,000 jobs per month—lower than the convenient today is not going to be figure for 2018, but much higher than the convenient tomorrow. estimated 75,000–100,000 required due 4 2020 retail industry outlook | Convenience as a promise Transparent pricing strategies been building a strong following as more entrée from another. As consumers grow Clipping and carrying coupons has never and more consumers are weary of the fine to expect this level of ease and individually been convenient, but consumers did print, high-low pricing, and other traps they catered service from all providers, it is the so for lack of choice.
Load more

Recommended publications
  • Consumerism and Environmental Policy: Moving Past Consumer Culture
    Consumerism and Environmental Policy: Moving Past Consumer Culture Bradley A. Harsch* CONTENTS Introduction ......................................................................... 544 I. Environmental Problems and Ways of Dealing With Th em ............................................................................ 548 A. Industrial Economy and the Environment ............... 548 B. Conventional Approaches to Addressing Environmental Problems ......................................... 550 C. Proposed Approaches to Addressing Environmental Problem s ................................................................ 552 1. Market-Based Approaches: Internalizing Externalities ...................................................... 553 2. Reducing Energy and Raw Material Input .......... 554 3. Proposed Approaches that Address Consum ption ..................................................... 554 II. Consum er Culture ........................................................ 555 A. The Historical Development and Critique of the Consum er Culture .................................................. 557 B. Definitive Aspects of Consumer Culture .................. 559 1. The Reification of Images .................................. 559 2. The Market as the Primary Means of Satisfying D esires .............................................................. 562 C. Advertising and Consumer Culture ......................... 566 1. Advertising and its Place in Society .................... 566 2. Our Incredulity .................................................
    [Show full text]
  • “What I'm Not Gonna Buy”: Algorithmic Culture Jamming And
    ‘What I’m not gonna buy’: Algorithmic culture jamming and anti-consumer politics on YouTube Item Type Article Authors Wood, Rachel Citation Wood, R. (2020). ‘What I’m not gonna buy’: Algorithmic culture jamming and anti-consumer politics on YouTube. New Media & Society. Publisher Sage Journals Journal New Media and Society Download date 30/09/2021 04:58:05 Item License https://creativecommons.org/licenses/by-nc-nd/4.0/ Link to Item http://hdl.handle.net/10034/623570 “What I’m not gonna buy”: algorithmic culture jamming and anti-consumer politics on YouTube ‘I feel like a lot of YouTubers hyperbolise all the time, they talk about how you need things, how important these products are for your life and all that stuff. So, I’m basically going to be talking about how much you don’t need things, and it’s the exact same thing that everyone else is doing, except I’m being extreme in the other way’. So states Kimberly Clark in her first ‘anti-haul’ video (2015), a YouTube vlog in which she lists beauty products that she is ‘not gonna buy’.i Since widely imitated by other beauty YouTube vloggers, the anti-haul vlog is a deliberate attempt to resist the celebration of beauty consumption in beauty ‘influencer’ social media culture. Anti- haul vloggers have much in common with other ethical or anti-consumer lifestyle experts (Meissner, 2019) and the growing ranks of online ‘environmental influencers’ (Heathman, 2019). These influencers play an important intermediary function, where complex ethical questions are broken down into manageable and rewarding tasks, projects or challenges (Haider, 2016: p.484; Joosse and Brydges, 2018: p.697).
    [Show full text]
  • The Second Economy in Consumer Goods and Services in the USSR
    TITLE : THE SECOND ECONOMY IN CONSUMER GOOD S AND SERVICES IN THE USSR AUTHOR : Dennis O'Hearn CONTRACTOR : The University of California, Berkele y PRINCIPAL INVESTIGATOR : Gregory Grossman COUNCIL CONTRACT NUMBER 620-5 DNA DATE : October, 198 6 The work leading to this report was supported by funds provided by the National Council for Soviet and East European Research ; It is one of several papers originally prepared for a Conferenc e on the Soviet Second Economy held in January 1980 at the Kenna n Institute for Advanced Russian Studies, in Washington, D . C . Dennis O'Hear n The Second Economy in Consumer Goods and Service s Summary Beginning with the premise that the Soviet system of centralized plan - ning is the basic cause of the second economy, this paper proceeds to exa - mine the second economy in consumer goods and services with a view toward s shedding light on its relationship with the first economy . The paper firs t sets forth an official Soviet legal taxonomy of the various forms of secon d economy activity, the most important of which are private enterprise, com - mercial mediation and speculation . A key distinction is made in this clas - sification system between private activity that takes place at the state o r collective enterprise and that which occurs elsewhere . Thus, in the contex t of Soviet law, 'private enterprise' must be carried out under the guise o f a state, cooperative, or other socialist enterprise ; otherwise, it is simply classified as employment in a handicraft without certification or engagin g in a prohibited trade .
    [Show full text]
  • The-Great-Depression-Glossary.Pdf
    The Great Depression | Glossary of Terms Glossary of Terms Balanced budget – Government revenues equal expenditures on an annual basis. (Lesson 5) Bank failure – When a bank’s liabilities (mainly deposits) exceed the value of its assets. (Lesson 3) Bank panic – When a bank run begins at one bank and spreads to others, causing people to lose confidence in banks. (Lesson 3) Bank reserves – The sum of cash that banks hold in their vaults and the deposits they maintain with Federal Reserve banks. (Lesson 3) Bank run – When many depositors rush to the bank to withdraw their money at the same time. (Lesson 3) Bank suspensions – Comprises all banks closed to the public, either temporarily or permanently, by supervisory authorities or by the banks’ boards of directors because of financial difficulties. Banks that close under a special holiday declaration and remained closed only during the designated holiday are not counted as suspensions. (Lesson 4) Banks – Businesses that accept deposits and make loans. (Lesson 2) Budget deficit – When government expenditures exceed revenues. (Lesson 4) Budget surplus – When government revenues exceed expenditures. (Lesson 4) Consumer confidence – The relationship between how consumers feel about the economy and their spending and saving decisions. (Lesson 5) Consumer Price Index (CPI) – A measure of the prices paid by urban consumers for a market basket of consumer goods and services. (Lesson 1) Deflation – A general downward movement of prices for goods and services in an economy. (Lessons 1, 3 and 6) Depression – A very severe recession; a period of severely declining economic activity spread across the economy (not limited to particular sectors or regions) normally visible in a decline in real GDP, real income, employment, industrial production, wholesale-retail credit and the loss of overall confidence in the economy.
    [Show full text]
  • The Heart & Wallet Paradox of Collaborative Consumption
    The Heart & Wallet Paradox of Collaborative Consumption HUGO GUYADER Linköping Studies in Arts and Science No. 763 Faculty of Arts and Sciences Linköping 2019 Linköping Studies in Arts and Science • Dissertation No. 763 At the Faculty of Arts and Sciences at Linköping University, research and doctoral studies are carried out within broad problem areas. Research is organized in interdisciplinary research environments and doctoral studies mainly in graduate schools. Jointly, they publish the series Linköping Studies in arts and Science. This thesis comes from the division of Business Administration at the Department of Management and Engineering. Distributed by: Department of Management and Engineering Linköping University SE-58183 Linköping, Sweden Hugo Guyader The Heart & Wallet Paradox of Collaborative Consumption Cover: Elodie Guichaoua Edition 1:1 ISBN: 978-91-7685-116-6 ISSN: 0282-9800 © Hugo Guyader Department of Management and Engineering 2019 Printed by: LiU-Tryck, Linköping, 2019 Abstract Collaborative consumption is a peer-to-peer (P2P) exchange of goods and services facilitated by online platforms. This phenomenon is driven by technologies that make it easier and cheaper to redistribute and share the use of existing but underutilized private resources. It is embedded in the paradigm shift in society towards access-based consumption, in opposition to acquisition and private individual ownership. Firms take on the new role of enabler of collaborative consumption by developing online platforms and smartphone apps that facilitate P2P exchanges between people in their roles of peer providers and consumers. Collaborative consumption is anchored to two opposite logics of consumption: sharing and market exchange. This results in the Heart & Wallet paradox with its tensions between a pro-social orientation and communal norms on the one hand, and a for-profit orientation and market norms on the other hand.
    [Show full text]
  • Consumer Protection Policy in the New High-Tech, Global Marketplace
    Anticipating the 21st Century: Consumer Protection Policy in the New High-Tech, Global Marketplace May 1996 FOREWORD Every report is of necessity the product of many hands. This one is no exception. The Bureau of Consumer Protection is grateful to the experts outside the Commission who helped identify the issues and speakers for the hearings on which this report is based; and to the hearing participants, whose thoughtful, lively, and provocative presentations continue to give us much food for thought. Special debts of gratitude to those inside the Commission as well: Greg Hales and his colleagues, whose technical expertise during the hearings helped bring many presentations to light; the staff of the Bureau of Consumer Protection — especially Tom Rowan and Robert Lippman — who contributed talent, time, and energy to the effort; and Dawne Holz, who patiently prepared this report for publication. Finally, a word of appreciation to our colleagues in the public and private sectors who are working with us to prepare for the critical issues facing businesses and consumers in the 21st century. TABLE OF CONTENTS EXECUTIVE SUMMARY ..................................................... i THE NEW MARKETPLACE — AN OVERVIEW ................................. 1 BENEFITS OF THE NEW TECHNOLOGY ..................................... 1 An Information Explosion ................................................. 1 Greater Choice .......................................................... 2 Convenience ...........................................................
    [Show full text]
  • Family and Consumer Sciences Standards
    FAMILY AND CONSUMER SCIENCES STANDARDS Standard I. Integration of Foundations: The family and consumer sciences teacher integrates the foundation knowledge and skills of family and consumer sciences to prepare students for personal, family, community, and career roles. Standard II. Family Studies and Human Services: The family and consumer sciences teacher understands the areas of personal development, relationships, and management of work and family to enhance quality of life across the life span, and understands career opportunities in family studies and human services. Standard III. Human Development, Education, and Services: The family and consumer sciences teacher understands human growth and development, parent/guardian/educator roles and responsibilities, and career opportunities in human development, education, and services. Standard IV. Nutrition, Wellness, and Food Science: The family and consumer sciences teacher understands the principles of food science, food technology, and nutrition and their relationships to growth, development, health, and wellness; applies this understanding to support informed decision-making that promotes good health; and understands career opportunities in nutrition, wellness, and food science. Standard V. Food, Lodging, and Hospitality: The family and consumer sciences teacher understands the food, lodging, and hospitality industries, and understands career opportunities in the food, lodging, and hospitality industries. Standard VI. Consumer and Resource Management: The family and consumer sciences teacher understands consumer practices, consumer responsibilities, and resource management processes; how these affect and are applied to personal, family, and work life; and career opportunities in consumer and resource management. Standard VII. Textiles and Apparel: The family and consumer sciences teacher understands the design, production, marketing, consumption, and maintenance of textile and apparel products, and understands career opportunities in the textiles and apparel industries.
    [Show full text]
  • Consumer Goods & Services Technology Vision 2018
    WINNING THE HEARTS OF DIGITAL CONSUMERS Consumer Goods & Services Technology Vision 2018 Content INTRODUCTION 03 FRICTIONLESS BUSINESS 05 DATA VERACITY 08 CITIZEN AI 11 REFERENCES 14 2 Consumer Goods & Services Technology Vision 2018 #TechVision2018 Introduction THE RULES OF THE GAME in Consumer Packaged Goods (CPG) have changed drastically over the past decade. But the disruption we’ve seen to date is only the start. The CPG industry will see more change in the next 10 years than it has in the last 40. The evidence is clear. The performance of CPG incumbents has been steadily declining. Of total sales growth in CPG, the top-25 companies in this sector have captured just three percent. That’s in stark contrast with the 97 percent sales growth achieved by the small, nimble players who are entering and disrupting the industry all the time.1 So, why is this happening? Simple answer: how consumers behave and what they want has changed. Thanks to the ubiquity of digital communication channels, consumers are now hyper-connected to their peers and other influencers who increasingly guide their choices and alert them to new products. What’s more, behaviors have transformed. Better informed than ever, consumers know what they want and how to get the best deal. They also demand and expect a fast, personalized service that’s fully engaged with them and flexes to meet their changing needs and desires. And they want to be involved in the co-creation and personalization of products that meet their lifestyle needs and supports their values, interest in sustainability and living healthier lives.
    [Show full text]
  • Euthenics, There Has Not Been As Comprehensive an Analysis of the Direct Connections Between Domestic Science and Eugenics
    University of Massachusetts Amherst ScholarWorks@UMass Amherst Masters Theses 1911 - February 2014 2011 Eugenothenics: The Literary Connection Between Domesticity and Eugenics Caleb J. true University of Massachusetts Amherst Follow this and additional works at: https://scholarworks.umass.edu/theses Part of the History of Science, Technology, and Medicine Commons, United States History Commons, Women's History Commons, and the Women's Studies Commons true, Caleb J., "Eugenothenics: The Literary Connection Between Domesticity and Eugenics" (2011). Masters Theses 1911 - February 2014. 730. Retrieved from https://scholarworks.umass.edu/theses/730 This thesis is brought to you for free and open access by ScholarWorks@UMass Amherst. It has been accepted for inclusion in Masters Theses 1911 - February 2014 by an authorized administrator of ScholarWorks@UMass Amherst. For more information, please contact [email protected]. EUGENOTHENICS: THE LITERARY CONNECTION BETWEEN DOMESTICITY AND EUGENICS A Thesis Presented by CALEB J. TRUE Submitted to the Graduate School of the University of Massachusetts Amherst in partial fulfillment of the requirements for the degree of MASTER OF ARTS September 2011 History © Copyright by Caleb J. True 2011 All Rights Reserved EUGENOTHENICS: THE LITERARY CONNECTION BETWEEN DOMESTICITY AND EUGENICS A Thesis Presented By Caleb J. True Approved as to style and content by: _______________________________ Laura L. Lovett, Chair _______________________________ Larry Owens, Member _______________________________ Kathy J. Cooke, Member ________________________________ Joye Bowman, Chair, History Department DEDICATION To Kristina. ACKNOWLEDGEMENTS First and foremost, I would like to thank my advisor, Laura L. Lovett, for being a staunch supporter of my project, a wonderful mentor and a source of inspiration and encouragement throughout my time in the M.A.
    [Show full text]
  • Sample Marketing Plan © Zayats-And-Zayats/Shutterstock.Com
    Sample Marketing Plan © zayats-and-zayats/Shutterstock.com This sample marketing plan for a hypothetical company illustrates how the marketing plan- ning process described in Chapter 2 might be implemented. If you are asked to create a mar- keting plan, this model may be a helpful guide, along with the concepts in Chapter 2 . Star Software Inc. Marketing Plan I. EXECUTIVE SUMMARY 1 1 The Executive Summary, one of the most frequently read Star Software Inc. is a small, family-owned corporation in the first year of a transition from components of a marketing plan, is a synopsis of the mar- first-generation to second-generation leadership. Star Software sells custom-made calendar keting plan. Although it does not programs and related items to about 400 businesses, which use the software mainly for provide detailed information, it promotion. As Star’s business is highly seasonal, its 18 employees face scheduling challenges, does present an overview of the plan so readers can identify key with greatest demand during October, November, and December. In other months, the issues pertaining to their roles in equipment and staff are sometimes idle. A major challenge facing Star Software is how to the planning and implementation increase profits and make better use of its resources during the off-season. processes. Although this is the fi rst section in a marketing plan, An evaluation of the company’s internal strengths and weaknesses and external oppor- it is usually written last. tunities and threats served as the foundation for this strategic analysis and marketing plan. The plan focuses on the company’s growth strategy, suggesting ways it can build on existing customer relationships, and on the development of new products and/or services targeted to specific customer niches.
    [Show full text]
  • Consumer Finance / Household Finance: the Definition and Scope
    University of Rhode Island DigitalCommons@URI Human Development and Family Science Faculty Publications Human Development and Family Science 2020 Consumer finance / household finance: the definition and scope Jing Jian Xiao University of Rhode Island, [email protected] Chunsheng Tao Follow this and additional works at: https://digitalcommons.uri.edu/hdf_facpubs The University of Rhode Island Faculty have made this article openly available. Please let us know how Open Access to this research benefits you. This is a pre-publication author manuscript of the final, published article. Terms of Use This article is made available under the terms and conditions applicable towards Open Access Policy Articles, as set forth in our Terms of Use. Citation/Publisher Attribution Xiao, J.J. and Tao, C. (2020), "Consumer finance/household finance: the definition and scope", China Finance Review International, Vol. 11 No. 1, pp. 1-25. https://doi.org/10.1108/CFRI-04-2020-0032 Available at: https://doi.org/10.1108/CFRI-04-2020-0032 This Article is brought to you for free and open access by the Human Development and Family Science at DigitalCommons@URI. It has been accepted for inclusion in Human Development and Family Science Faculty Publications by an authorized administrator of DigitalCommons@URI. For more information, please contact [email protected]. Xiao, J. J., & Tao, C. (2020). Consumer finance / household finance: The definition and scope. China Finance Review International. Forthcoming. DOI (10.1108/CFRI-04-2020-0032) CONSUMER FINANCE / HOUSEHOLD FINANCE: THE DEFINITION AND SCOPE Jing Jian Xiao1, Chunsheng Tao23 Abstract Purpose – The purpose of this literature review paper is to define consumer finance, describe the scope of consumer finance and discuss its future research directions.
    [Show full text]
  • Meanings of Home Economics Education Based on Richards
    西南学院大学 人間科学論集 第８巻 第２号 ２６５―２７４頁 ２０１３年２月 Meanings of Home Economics Education BasedonRichards’ Euthenics : A Model for the Sustainable Future１ Shoko Nishino, Kazuko Sumida２ and Harumi Kagawa３ Purpose and method In today’s world, we are beginning to notice about the close relationship between the health of the ecosystem and the optimal human development. It can be best understood by focusing on daily life because thinking about the way of living in the social/ecological context has influence not only on the earth and human beings’ health but also on arising ethical behavior with re- sponsibility. In this sense, the role of home economics education has become even more important. The purpose of this study is to clarify today’s meanings of home econom- ics education with regard to its values, ethics and key concepts for practice by analysis of the educational thought of Ellen H. Swallow Richards（１８４２－１９１１）. She is the America’s first woman chemist and is known also as a founder of １ 本稿は、２０１２年７月開催の International Federation for Home Economics ２０１２ World Congress（Melbourne, Australia）に於いて公表された研究発表資料（ポスター発表） に、若干の修正を加えたものである。アメリカ初の女性化学者、エレン・リチャーズの 最晩年の著作『Euthenics（ユーセニクス）』は、我が国において家庭科固有の教科理論 と認識されながらも、それに対する詳細な研究は、我が国のみならず世界的にみても行 われていない（詳細は別稿にゆずる）。 ２ EllenRichardsResearcher ３ Sanyo Gakuen College 266 Shoko Nishino, Kazuko Sumida and Harumi Kagawa Figure１ Portrait of Ellen H. Richards（１８４２－１９１１） home economics.（→Cf. Figure１, Table１） Based on the philosophy of human ecology, she left a lot of achievements of interdisciplinary research related to health, human development and social wellbeing. Among those achievements, we focus on her writing“Euthenics” （１９１０） － the remarkable fruit of her thought about education.
    [Show full text]