Are You An Ecochondriac? Sindifferent? Hopetimistic?


Most people in marketing are either so BlackBuried or lost in the C-suite that they miss key developments in industry jargon. Thankfully, Chicago ad agency Cramer-Krasselt is ready to loop you back in with this year's version of its "Cultural Dictionary."

The woman one cubicle over who can't stop talking about apocalyptic climate change? An ecochondriac, or someone "in a constant state of paranoia over global warming." (See if you can get her to change the subject to something like vegetecture, using vegetation in design, or even hopetimism, the ability to believe in the best possible outcome.)

An adjective for outrageous, ornate or over-the-top style? The word you seek is Gagalicious. (Unless, of course, you're speaking of overdone plastic surgery, which would be the full Heidi.) How about a word for bored, pompous Brits, shrugging off their responsibility for colossal destruction? Sindifference. (To be fair, this applies to plenty of American corporate types, and a good portion of Washington, D.C. too.)



A spokesperson for the agency tells Marketing Daily that the point of the project -- now in its third year -- is to present a tiny "cultural snapshot" with each word, and a little insight into the trends and events that spawned them. (New this year: Fans can go to here to "like" or "dislike" words.)

Many, of course, are helpful for marketers and media types, including:


Charitext To donate to a cause by sending a text message

FOMS"Fear of missing something," which happens when people are without their mobile device or Internet

Tweeva A young girl in her tweens who likes spa and beauty treatments

Twittercation Taking a vacation from Twitter

And some are just yummy, which is why we like mancake (not to be confused with beefcake): The trend of integrating more masculine flavors and concepts into baked goods, yielding treasures like the bacon-topped cupcakes.

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