These days, buzzwords change as quickly as you type a hashtag, so even for Rizzlers it's hard to keep up.
Ginger Consulting partners Beth Perro-Jarvis and Mary Van Note have begun publishing “Vocabulary in Vogue” in their quarterly trend reports on all things consumer-related.
Here are some of the latest terms and taglines decoded by a Minneapolis-based brand strategist.
Ensitization: The gradual degradation of an online platform or service as management first offers perks to attract users and then degrades the perks to increase profits.
Green hashing: Companies are quietly cutting sustainability investments in order to boost profits.
Kenazy: Barbie mania may be over, but the mindset that actor Ryan Gosling defines as “going above and beyond to help others shine” remains.
Perma-leisure: Wear athleisure for any activity, from ballet class to the boardroom.
Premium: Premium mediocrity. Good-enough options without any meaningful distinction. The Atlantic calls this “the fundamental malaise of modern consumerism.”
Read more in this issue
Pricing Hell: Dynamic pricing and surcharges will be introduced to everything, not just airlines and hotels.
Range anxiety: The fear that your car's battery will die before you reach a charging station.
