BUY-TO-LEAVE

Another recent buzzword highlights the impacts of commercial innovation upon urban infrastructure and on the lifestyles of both rich and poor in the metropolis…

 

 Image result for empty luxury apartments

 

In 2015 I wrote about the fact that estate agents, journalists and grassroot activists were using the phrase lights-out London to describe the phenomenon whereby parts of the UK capital, especially those super-prime districts in the centre, have been deserted by ‘real’ people and are in the hands of absentee landlords (the government’s term is non-resident landlord, NRL) or absentee owners. There were then around 700,000 empty properties across the UK: in London 75% of buyers of new-builds are foreign, many of whom practise not just the buy-to-let tactics favoured by a generation of small domestic investors, but buy-to-leave. Wealthy non-doms are keeping around 20% of accommodation unused (units referred to colloquially as empties or more formally as vacant assets) in the knowledge that their investment will simply grow in value; other properties are unoccupied for most of the year, meaning that local economies in these areas are suffering a triple whammy. Spiralling house prices prompt private individuals to sell up and move out, at the same time the cost of office space is driving businesses further and further from these prime locations: once thriving shops and restaurants find themselves half-empty.

25% of investors coming from Gulf states to buy property in London planned purely to gain from rising prices without living there, according to the Guardian in 2016, who also reported that a quarter of all those who planned to buy a property in London were targeting capital gains rather than looking for somewhere to live or to let out. Even those buying second or third homes for their own families did not reveal how often or for how long the properties would be occupied.

The Grenfell Tower fire in June 2017 has refocused attention on the issues arising from absentee landlordism and official laxity – or possibly official collusion: many of Kensington and Chelsea Borough’s councillors are themselves landlords and active in the ambivalent regeneration projects which are supposed to provide both public and private housing, but which many see as vehicles for gentrification and, when housing poorer tenants, guilty of poor safety standards. 72 of the Conservative MPs who voted against a parliamentary motion to make homes ‘fit for human habitation’ were landlords; one was the newly appointed Police and Fire Minister, Nick Hurd.

The company (a consortium of Malaysian investors) redeveloping the huge and iconic Battersea Power Station site on London’s riverside promised in 2011 to include 636 affordable homes among its final range of ultra high-end housing units. In Summer 2017 it reduced this number to 386, saying the original commitment was based on lower construction costs and a seemingly unstoppable boom in newbuilds which since the Brexit vote has calmed considerably.

 

Image result for empty luxury apartments

 

You can find more examples of the official jargon used in the field of development and regeneration here (I was particularly struck by one of the listed entries: 

Community Cohesion

There is currently no universally accepted definition of this.’)

http://www.jargon-buster-directory.com/development-regeneration-jargon.php

 

 

NEURODIVERSITY – and NEUROLEADERSHIP

The jargon and new terminology I collected for my Bizwords column used to highlight exciting trends in marketing and management, often featuring versions of the ‘hero-boss’ or ‘digital leader’. Many more recent buzzwords relate to complex issues affecting social, cultural as well as commercial stakeholders. Here are examples of both tendencies in one short article…

Image result for neurodiversity

In the last few years society has, thankfully, come to focus increasingly on the needs of those individuals categorised as neurodiverse. This umbrella term, dating from the 1990s, refers to differences in neurocognitive functioning among humans and encompasses conditions such as dyscalculia, dyspraxia and dyslexia, attention deficit hyperactivity disorders (ADHD), bipolarity and types of autism, including Asperger’s syndrome, extending to take in epileptics, anxiety sufferers and savants. ‘Neurodiversity’ describes both the spectrum of conditions and a philosophical stance (the neurodiversity paradigm) which claims that the ‘normal’ neurocognitive functioning of the neurotypical (NT) is a social, not a scientific construct and that the issues around the so-called neurodivergent, especially the inequalities they may be subject to, should be approached in the same way as gender, ethnicity or cultural issues. The noun has thus become the label for activist movements working for social justice for ND minorities.

The business world, having first adopted inclusion and anti-discrimination strategies to cater for the neurodiverse, has come more recently to appreciate the special benefits of employing individuals whose unusual attributes can help to enhance and transform an organisation. As Charlotte Rogers wrote in Marketing Week in May 2017, ‘From leading new innovations and helping marketers achieve true diversity of thought, to enriching the wider company culture, having a neurodiverse workforce makes strong business sense.’ Harvard Business Review in the same month referred to neurodiversity as ‘a competitive advantage.’

Those working with ND colleagues often make simplistic assumptions, both negative (‘if you are dyslexic you won’t be able to handle complex language’) and positive (‘if you have autism you will probably be highly numerate’) which need to be questioned. ND employees may – or may not – have developed insights, tactics, skills and forms of resilience that are novel, exciting and useful: those on the autistic spectrum can for example be capable of focused attention to detail beyond a ‘normal’ capacity, be hyperarticulate or possess enhanced memory or spatial awareness. Equally they may exhibit behaviour that seems eccentric, they can sometimes struggle to empathise and need ‘buddy’ programmes and mentoring to enable them to integrate socially within a conventional organisational culture.

A related n-word, neuroleadership, marking a ‘top-down’ rather than ‘bottom-up’ tendency in transformative management, began trending nearly a decade ago. At the time it was defined somewhat crudely as ‘managing the mental wellbeing of fellow-workers.’ In a business environment where toxic organisations are said to foster emotional contagion, therapists and counsellors began selling mental fitness programmes, brain-based coaching and highlighting the senior manager’s responsibility to promote mind-based performance. Self-styled futurists began in the early noughties to posit a post-informational neurosociety, and drawing on developments in neuroscience and psychology, the first world NeuroLeadership conference, organised by US thought leaders David Rock (who coined the term) and Al Ringleb, was held in 2007. Participants in this still-fashionable sector (they have claimed ‘the birth of a new business discipline’) refer to the neural challenges facing decision-makers, priorities such as moral cognition, cultural intelligence, and emotional regulation, and are fond of psychobabble like ‘foiling amygdala hijack’ (the amygdala being the brain’s anxiety switch) and ‘reclaiming the fire after the burnout’. Critics also point to the danger that these approaches cross the boundaries between the professional and the private spheres and lend themselves to quasi-scientific quackery.

In debates on neurodiversity and in the marketing of neuroleadership, language plays a crucial role. Not only in defining and encoding new ideas and new practices but in embedding or uncovering, through discourse, the hidden prejudices and the complex power relationships that exist in organisations and in the wider society. ND activists want to ensure that variations in the human genome and resulting differences in the nervous systems of individuals are no longer spoken of as ‘pathological’, no longer defined simply (as they still are) as ‘disorders’. Colloquial expressions like ‘differently wired’ can come to have special resonance, and ‘politically correct’ formulations such as ‘differently abled’ become essential to a more nuanced awareness of the subject.

Autistic UK has more information on neurodiversity, including notes on terminology and definitions:

https://autisticuk.org/neurodiversity/

Image result for george Widener

A term whose time has come?

I wrote about the intriguing notion of the Anglosphere in 2006. In a pre-election, perhaps pre-Brexit phase in the UK’s collective experience, the term surfaces again as the title of a British Academy conference.

Here are my jottings from eleven years ago…

ANGLOSPHERE

When writing about language, there’s a word I constantly invoke – it’s a useful shorthand version of the cumbersome “areas where English is the dominant language”. But this expression (apparently first used in writing by science-fiction writer Neal Stephenson in 1995) may turn out to be the defining term of the 21st century’s global order. The word is Anglosphere, denoting not just a group of English-speaking nations, but a sphere – or set of interconnected spheres – of influence (Sinosphere and Hispanosphere have been employed subsequently and similarly).

According to US businessman and technologist James C Bennett, it “implies far more than merely the sum of all persons who employ English as a first or second language. To be part of the Anglosphere requires adherence to the fundamental customs and values that form the core of English-speaking cultures.”

Primary among these are individualism, openness and the honouring of contracts. Just doing business in English doesn’t qualify you. You have to have internalised the hidden system of behaviours and assumptions that Anglos implicitly embrace, thereby gaining membership in what Bennett calls a network civilisation or network commonwealth. Other fashionable buzzwords associated with the phenomenon are collectivity, commonality and commensurability.

At the rarefied level of international politics, Anglosphere can mean a geopolitical conversation for insiders only. In terms of innovation in technology, law and commerce, it encourages pathfinder cultures to cooperate seamlessly. To some anti-globalisers and multiculturalists this smacks of ethnocentrism, cultural imperialism and linguicism (language-based racism), or at the very least a shared superiority complex on the part of largely rightwing commentators. Part of the potency of the idea is certainly that it offers Brits, and Canadians, Australians and New Zealanders, too, the prospect of world domination, alongside the US, and despite the looming presence of China and India. Others protest that this is all simply stating the obvious – that English speakers communicate easily with one another. But perhaps they are missing the essential point: the real potential of the Anglosphere lies not just in instantaneous information-sharing but in the millions of informal, often unnoticed relationships and collaborations that amount to a much more unified power-bloc than any artificially created entity – the EU springs to mind.

 

And here are details of the conference in question…

http://www.britac.ac.uk/events/anglosphere-and-its-others-english-speaking-peoples-changing-world-order

 

A SINGLE CURRENCY? – the status of English post-Juncker and post-Europe

 

 

President of the European Commission, Eurocrat par excellence and Brexiteers’ bugbear, Jean-Claude Juncker raised a laugh in Florence a couple of weeks ago with his public provocation, opining that post-Brexit the English language would lose its status as the EU’s de facto lingua franca. IMVHO he’s probably wrong: even in his native Luxembourg (first language Luxembourgish, a Mosel-Franconian dialect of German) one fifth of the population currently claim to use English for everyday communication and three quarters say they speak it fluently.

In the wider EU 46m Germans and 23m French citizens are estimated to have a good command of English, 38% of the remaining nationalities, too. Only 12% over-all claim fluency in French and 11% in German. In Brussels and Strasbourg,  the cities where EU business is primarily carried out, English is, in the Eurocrats’ jargon a relay language, an intermediate code used in meetings, in corridors and in cafes by those for whom it is a second or third language. This is especially the case for those coming from the more recent member states who are generally reluctant to embark on learning French or German when English is already familiar from school, university and from exposure to popular culture.

In fact, the language actually used beyond the formal speeches and official documents is an odd sort of English-based hybrid sometimes known as Euro-speak, laced with ‘continental’ usages (alien to native speaker English but common to other European tongues) whereby terms like subsidiarity, conditionality and conventionality are exchanged and standard English words shift in meaning so that control comes to mean check, assist means attend, execute means carry out, actual replaces current and resume can mean both re-start and sum up. Perhaps in time it is this dialect which will come to dominate in practice while the official languages remain as they are today. Well-meaning attempts to introduce an alternative common language have so far come to nothing. A petition calling for the artificial language Esperanto to be added to the official list has received only 12, 383 signatures to date – in an EU population of around 450m.

In the Guardian this week Tess Reidy has been considering the fate of English post-Brexit and pace Juncker, with the help of experts and some contributions by me. Her article is here…

https://www.theguardian.com/education/2017/may/24/which-language-would-ease-our-way-in-the-post-brexit-world

The EU is well aware of the peculiarities and idiosyncrasies of its own communication practices, as evidenced by its recognition of the jargon issue…

http://termcoord.eu/2014/06/eurojargon/

And here from the European Court of Auditors is a very useful guide to EU misuses of the English language…

https://wordstodeeds.com/2017/06/02/guide-to-misuse-of-english/

UK YOUTH SLANG NOW

I have a fairly extensive archive of new language, including contemporary slang, from which glossaries, dictionaries and articles are spun off. When I interview young people to ask them about the language they use, to collect examples, or to animate discussions, I use extracts from the archive, but in the form of a simplified glossary. The glossary consists only of terms with their definitions, with all other ‘lexicographical paraphernalia’ – parts of speech, etymologies, regional labels, notes on usage, etc. – removed.  This material is not intended for publication, except by me, (or if commercially in return for payment) but is often used by researchers, authors, teachers and students to stimulate discussion and to help with fieldwork and projects. Here, by way of illustration, is a selection from the letter B

 

Image result for slang graffiti

 

B

B – (male) friend

Badmanz – important and/or tough male

Bae – sweetheart, girlfriend or boyfriend

Bag – much, many

Bagga­manz – a lot (of people)

Bag someone out – to criticise, harass

Bait – obvious, intrusive

Ban­gin’ – attractive, exciting

Bangout – failure

Bang-out – successful, skilful

Bants, bantz – banter

Bare – much, many

Bars – (part of) a song

Bashment – party

Basic – unoriginal, conforming to current fashions

Basic B, basic bitch – pretentious but conformist female

Bats – combat trousers

Bay­den – solvent, rich

Beast – excellent, impressive, admirable, cool

Beaut – expression of admiration or approval

Beef – dis­agree­ment, angry altercation

– to aggress

Begfriend – sycophant

Beggin’ – talking nonsense

Beige – boring, tedious

Bell-end, bell – foolish and/or annoying person (usually male)

Ben­nin’ – overcome by laughter.

Bestie – best friend

Betty – girl

BFF – ‘best friend forever’

Big – excellent

Big­gin’ up – com­pli­ment­ing, celebrating

Billies, bills – money, banknotes

Bin off – to throw away, reject, dump (a suitor for instance)

Bitz – area, neighbourhood

Blates – excessive, outrageous

– expression of delight or approval

Blaz­in’ (up) – smoking

Blad – ‘mate’, friend

Bleh – expression of dismissal, disapproval, indifference

Blem – cigarette

Blemboss – someone who smokes to show off

Bless (up) – expression of approval or farewell

Blick – dark

Blonks – big person, usually male

Blud – close friend

Boggin’ – stinking

Bollerz – money

Bonk – to exhaust oneself, tire

Boog – bad, inferior

Booky – suspicious, doubtful, inferior

Boom-ting – party, exciting event

Booty – posterior

– sexy female(s)

Bounce – to depart, flounce off.

Bovvered – unconcerned, indifferent

Boyed – humiliated

Boyment – humiliation

Boyz – money

Braap, blaap – a greeting or expression of approval or agreement.

Brass – bad

Bred­der – someone who copies someone

Bredgie – friend

Bredren, bledren – friends

Breeze – nonsense, rubbish

Brev – male friend, mate

Bro – male friend

Bruck, brok – in bad condition, ugly

Bruv – brother, male friend

Buck – to give

Buff – physically attractive

Bullet – greeting or expression of approval or agreement

Bully van – police vehicle

Bummage – enjoyment

Bump – to trick, defraud, steal from

Bunnin’ – smoking

Bupzin’ – treating or looking after (someone)

–  taking advantage (of someone)

Burned – bested, humiliated

Burner – gun

Buss (out) – to perform (dance moves)

Busted – ugly, unattractive

Bust (off) – to perform (dance moves)

– to recite (lyrics)

But(t) – friend

Butterz – ugly, unattractive

 

Image result for slang graffiti

 

I would be very grateful indeed for any additions to my lists. Donations and/or comments will be very welcome and contributors will be acknowledged. If you would like to use the glossary, please contact me. 

BUZZWORDS AND BIZWORDS – 3

Keep abreast of ideas and innovation in the commercial, corporate and digital spheres by tracking the language generated by professionals. Here is another batch of – depending on your stance – picturesque neologisms, amusing buzz-terms, sinister obscurantist jargon… 

 

CREATIVE DIRECT MARKETING

 

 spouse ignoring the divorce petition

 

The marketing profession, obsessed as it is with sophisticated digital strategies, has woken up to an uncomfortable truth: significant groups of potential consumers are either hard to target via electronic channels or temperamentally resistant to its tactics. Older children still in the family home (aka fledglings), students living in flat-shares, young couples who have only just moved in together and empty-nest pensioners all represent life-stages and demographics who are susceptible to a radical new way of promoting brand engagement. Creative Direct Marketing or CDM is the fancy label for a strategy more simply defined as putting envelopes through letterboxes. For younger digital natives an old-fashioned letter is an intriguing novelty while a door drop is the best way to reach groups of students who may not show up on official registers, young partners on tight budgets who welcome offer leaflets, coupons and vouchers and nostalgic empty-nesters, for whom the postal service remains the most familiar and trustworthy way to receive information.

 

PRICE ANCHORING

 

Image result for anchor emoji

 

Sometimes the oldest tricks are the most effective, like the psychological technique familiar to salespeople, but to very few consumers, known as anchoring. The anchor effect (sometimes also known as focalism) works by introducing a striking piece of information (a financial opportunity for instance) or powerful memory (of a previous desire for something or a sense of satisfaction with ownership for example). This then dominates the subject’s subconscious thinking, pushing aside all the other factors that should influence their decision-making, while they are exposed to a real-life opportunity. At its simplest you present potential customers with a much-too-high figure – a spectacularly overpriced car or TV set for instance – then offer them the opportunity to buy at a lower price which may still be more than they could normally afford. ‘Setting the anchor’ (skilled practitioners can gauge its success by checking the purchaser’s body-language) exploits a so-called cognitive bias: humans tend to rely much too much on the first piece of information, or induced state of mind accessed when making subsequent decisions.*

 

INDUSTRY AGNOSTIC

 

Illustration by Rob Donnelly. Click image to expand.

 

Industry-agnostic, meaning associated with no particular branch of business, is term du jour for opportunistic investors who take advantage of perfect storms of economic and internal turbulence to put money into distressed assets; high-profile but vulnerable companies. These people talk about moving from value investing (i.e just- for-profit) to values investing (i.e still-for-profit, but focusing on projects with social aims), but crucially have no personal attachment to whatever branch of business they have selected. Adjectival industry agnostic or sector agnostic typically appears in marketing pitches (‘Industry Agnostic Practices for 360 Degree Business Consulting and Execution Facilitation’) or on the cvs of those – in IT, HR, finance – claiming universally applicable skills. Agnostic itself dates from 1869, then meaning unattached to any particular religious creed, formed from ‘a-‘, not and ‘gnostic’, believer in esoteric knowledge. In the last year or so, though, it has caught on right across the commercial spectrum in its new, broader sense. Cloud computing is said to be location-agnostic, applications are touted as platform agnostic, display agnostic, device agnostic. In just the last couple of days I have come across battery agnostic in the case of an electric car, not to mention vendor agnostic, storage agnostic and silicon agnostic.  A rarer recent synonym, BTW, for this sense of agnostic is atheist.

 

Send your exotic new terms to tony.thorne@kcl.ac.uk

All informants will be gratefully acknowledged in print – unless they prefer anonymity.

 

* Anchoring and other cognitive biases are described in this article from Mental Floss:

http://mentalfloss.com/article/68705/20-cognitive-biases-affect-your-decisions

 

IT’S GETTING DARKER

It’s officially Spring now and we are emerging from the gloom induced by short days and long nights (or, from another perspective, by disruption to circadian rhythms and melatonin levels). The darkness (adjective ‘dark’ is from Old English deorc, used also as a noun from the 13th century) clears – literally – but metaphorical darkness is pervasive…just  after posting the paragraphs below I became aware of dark money, defined by The Observer as ‘an undeclared donation from an impermissible foreign donor’ (see below) and Dark Justice, a group of anti-paedophile vigilantes who pose as children online…

 BBA-OpenMind-dark-data-ahmed-banafa

We have marvelled at the notion of the invisible dark matter said to permeate the universe and physicists have supplemented this with the concept of dark energy; not directly detectable either but necessary to explain expansion and the appearance of life in the multiverse.

On a slightly more mundane level there are in 2017 consultancies advertising their services in uncovering dark data (information collected during business operations but not actually used) and helping organisations to exploit it. The d-word has been trending for some time. The dark web (aka the deep web or darknets), we are nervously aware, is inaccessible by standard searches, a mysterious zone where illicit products and services are traded and illicit vices practised.

Most professionals have heard by now of dark pools, (the image is of hidden areas of liquidity) where off-market trading of stocks, also known in banking jargon as internalisation, takes place, where large blocks of shares can be bought and sold anonymously and prices are only made public after deals are privately concluded. But other kinds of opaque transaction, though quite legal, also threaten to distort markets, masking true levels of market scarcity or surplus and hiding real levels of indebtedness, thus creating information asymmetry between insiders and outsiders. A more recent buzz-term in the fields of finance and commodities is dark inventory (shadow inventory is sometimes used for real estate), describing assets placed off-balance-sheet. These may be equities, contracts, undeclared hoarding – of metals, for example – or other pre-sold commodities which may or may not actually exist (fictitious quotations of steel and nickel are ghost inventory) but which remain beyond public scrutiny. The same term can stretch to include toxic, debt-encumbered or otherwise sinister elements in a portfolio. Dark social, meanwhile- the term was coined in 2012 by former deputy editor of The Atlantic Alexis Madrigal – refers to information exchanged in the workplace by private individuals via channels such as instant messaging programs, messaging apps and email rather than on public platforms like Facebook and Twitter. This so-called outbound sharing alarms the corporate world for two main reasons: it sidesteps company restrictions on the timewasting or subversive use of social media at work, and it so far isn’t possible to track, analyse or turn into marketing opportunities.

Far more disturbing is the notion of a coming digital dark age (not to be confused with the techno music and futuristic/fantasy artworks dubbed dark digital) which some pundits have been predicting. This refers to the potential loss of huge quantities of culturally important data, particularly old manuscripts, memoirs, mementos and images preserved electronically, if technological advances make their storage-formats obsolete so that they are no longer recoverable.

Back in the everyday ‘Mr Slang’ Jonathon Green reminds me that from the 1990s dark has also featured in multiethnic youth vernacular in the UK. As with some other key slang terms it can have contrasting meanings, pejorative and appreciative, in this case signifying both ‘harsh’, ‘unfair’, ‘unpleasant’, and ‘impressive’, ‘edgy’.

 

 Digital background

 

 * May 17 update: more this week, from George Monbiot, on ‘dark money…

https://www.theguardian.com/commentisfree/2017/may/17/dark-money-democracy-billionaires-funding

 

 

 

BAKING-OFF – A PREMONITION?

I wrote this back in 2009 in an attempt to explain a novel term that was puzzling British professionals at the time. Little did I know…

BAKE-OFF

US cook-speak baffles Brits

 Reader N. S. (he prefers anonymity) was irritated by a message announcing an upcoming ‘spam-filter bake-off’. ‘I’m pretty sure I know what it means, but I wish they’d write in English, not American. What exactly does it mean, and where did it spring from?’

Sometimes an obscure slang term, the property of a tiny clique, a microniche or microscene, is first adopted by other groups of specialists for their jargon, then crosses over and becomes a respectable technical term – burn, meaning record onto CD or DVD is an example of this, and mashup, denoting a feature edited together from samples, is moving in the same direction. If it fills a crucial gap in the mainstream language such a word might eventually become part of everyday speech – blog is one such. Occasionally, though, this process is stymied by cultural difficulties along the way, as seems to be the case with bake-off where Brits are concerned.

In techno-jargon a bake-off is more properly described as a real-time interoperability testing event and refers to live testing of the functioning and/or compatibility of similar technical products or systems. This may involve, in engineering-speak, threat modelling, identifying and handling edge cases – problems that occur only at extreme operating parameters – and popping the hood (ie revealing the inner workings) of black-box products.

In the USA it can also mean competitive bidding by securities traders for investment banking business, while in media jargon: a script bakeoff takes place when a number of rival writers compete to rewrite part of a flawed movie or TV programme (often contributing ideas for free in the process).

Bake-off is actually a trade-mark whose owners, US food giant General Mills’ Pillsbury subsidiary sent ‘cease and desist’ notices to Columbia University and several software developers in 2001, forbidding them from using the term on their websites. Since 1949 Pillsbury have sponsored a nationwide recipe competition under the title Bake-off, but Columbia riposted that the term had already been in use as engineering jargon for twenty years.

The fact is that baking off just doesn’t feature in the UK’s cooking culture, such as it is, and so the expression continues to sound alien. Baked-off as adjective is slightly different. It’s used in automotive production and furniture design to mean finished off, inspired by the various heat processes used to laminate or seal.

(This first appeared in British AirwaysBusiness Life Magazine)

BIZWORDS AND BUZZWORDS – 2

Back in the 70s and 80s ‘Val-speak’ or ‘Valley-speak’ used to refer to the modish slang of the well-to-do girls living in and around the San Fernando Valley in Southern California. Now it is more likely to denote the jargon circulating in Northern California’s Silicon Valley and beyond, the language of startups, digital entrepreneurism and tech innovation.  This language has now, characteristically, itself been commodified, packaged and sold by some of its users (see below). In the UK I have also been tracking the new language of technology, digital marketing and finance, and the terms thrown up by so-called hipster culture. Here are three examples…

 

FLAT WHITE

 

We all know that the finance sector is a major driver of UK growth, especially and disproportionally in London, but there’s another sector currently outperforming it, a sector that as yet doesn’t even have a name. Douglas McWilliams of the Centre for Economics and Business Research reported in 2016 that ‘the firms that are driving growth are all those businesses that you can’t easily describe…a mixture of IT, culture and marketing – you can’t define them by any Standard Industrial Code.’ The catchiest catch-all term for this phenomenon is the Flat White Economy, so called because the bicycle-riding hipsters supposed to be coordinating it favour Flat Whites, a coffee style imported from Australia, over Lattes or Cappuccinos. This motley collection of creatives, digital marketers and start-up entrepreneurs, many centred on East London’s Silicon Roundabout hub (based on Old Street and Shoreditch, the third-largest technology startup cluster in the world after San Francisco and New York City) is not uncontroversial, with some commentators doubting its capacity for longer-term growth, others seeing it as part of an overheated, overrated London-centric bubble.

 

ULTRA-URBAN

Image result for new urban plans

 

The hipsters who have been steadily colonising our inner cities over the last decade haven’t actually given us much new language: too precious for street slang, too cool for corporate jargon, they tend merely to over-use existing terms like ‘craft’, ‘artisan’, ‘vintage’ and ‘pop-up’. Two recent exceptions, however, are the expressions UltraUrban (as it is often spelled) and Epicentral. Both are being used literally to denote central areas (ultra-urban is a technical term from planning and waste–management) like London’s Silicon Roundabout,  Berlin’s Kreuzburg or Budapest’s VII District, but also as adjectives with approving overtones of edginess (if that’s not a contradiction), authenticity and cultural dominance, applied to clothing, galleries, avant-garde music, etc. Should you, however, be allergic to ultra-urban first movers and all they represent, the Yelp website has used word maps to identify hipster hot zones to avoid in a range of cities across the US, Canada and Europe. In related news the Office for National Statistics (ONS) announced in 2017 that non-dairy milk such as soya, rice and oat milk now features on the list it uses to track prices. The list is used to calculate CPIH, the headline measure of inflation. Gin also returns to the product basket after a 13-year absence following a rise in consumption and a growth in the number of ‘artisan’ gin producers. The ONS also said that their list will now include bicycle helmets.

 

LASTING SPACES

 Image result for green urban zones

 

The dynamic – and often precarious and ephemeral – nature of the latest retail operations has been symbolised by the term pop-up. Temporary outlets spring up in unexpected places and disappear, while the urban landscape is potentially blighted by the high-speed turnover of small traders and obsolescent businesses. Now, however, the first signs of an opposing trend have yielded a very different expression. Lasting spaces may refer to newly established green zones, to boutiques, markets and drop-in welfare centres intended to stay put and reinforce permanent communities, also to novel interpretations of living accommodation such as container homes. The notion of lasting spaces forms part of what has been dubbed the local love or love local phenomenon, taking hold in the US, Australia and the UK. As well as simply showcasing local produce and promoting local enterprises, trendspotters see this as an important innovation in consumerism allied to the SoLoMo (‘social-local-mobile’) movement bringing together smartphones, social media and hyperlocal commerce.

 

Promoters and marketers of Silicon-valley language can be found at:

 http://www.siliconvalleyspeak.com/

And here is one of the very few articles to highlight the language of innovation from a UK perspective:

http://www.bbc.com/capital/story/20170313-the-secret-language-you-speak-without-realising-it?ocid=twcptl

BIZWORDS AND BUZZWORDS

For more than twenty years I wrote the Bizwords column for British Airways’ Business Life magazine. The series, which  highlighted examples of the most topical, colourful or outrageous jargon circulating in the corporate world, has just ended, but in its memory here are some of the last items published…

 

REPLICABILITY

What had once been a technical term – for the successful reduplication of test results – or a neutral definition – the ability to recreate a product, service or environment – threatened to become a dirty word in 2016. Replicability came to symbolise second – or perhaps third – thoughts by many progressives concerning the hipster design aesthetic and its global spread. Retro logos, distressed decors, artisan micro-brands and wired-up, gentrified workplaces, copied and imitated across markets and cultures have resulted in what columnist Kyle Chayka dubbed ‘AirSpace’, a faux-authentic, frictionless zone through which an affluent mobile elite can travel (checking for local recommendations from apps like Fourspace or Yelp, then Instagramming their discoveries to friends) without ever really leaving home territory. The replicated style, which, though much-mocked since its inception, once defined a desire for difference and originality, has morphed into a new all-enveloping mainstream.

 

 LEAD-MAGNET

Image result for lead magnet funnel

 Digital Marketing is a non-stop – and seemingly unstoppable – generator of new terminology, so agencies must help novices to keep up by posting glossaries of the latest buzzwords. Turning prospects into leads into actual customers involves, in the jargon, directing traffic to your landing page (ideally frictionless) or welcome gate which is likely to feature a lead-magnet, aka opt-in bribe, a benefit such as a free consultation, free trial, discount offer, or a content-upgrade like a toolkit or guide to induce the visitor to give you their contact details. That is a conversion, the start of a relationship with the site visitor who should then go on to register with you, follow you on social media and/or purchase something. (Measure success by your conversion rate, failure by your bounce-rate). The series of steps you use to draw in the customer, from ads via webpages through interactions all the way to payment is known as the funnel.

 

W.E.I.R.D

Image result for rich western students

If a colleague tells you that your target demographic is WEIRD, will you know how to react? The letters of the acronym stand for ‘western, educated, industrialised, rich, democratic’ and are used to point up a crucial flaw in the studies of human behaviour underpinning much global marketing. The problem is that the samples on which assumptions are based are not representative: ‘Westerners’ are thought to make up around 96% of respondents in psychological studies, US citizens at least 68%. W.E.I.R.D subjects tend to be outliers, exceptions, in terms of many traits such as visual and spatial perception, notions of fairness, cooperation – even in how to design and respond to survey questionnaires. Differences between so-called traditional or collectivist societies and the individualist west are well-known, but even within a modern multiculture like the US, UK or Australia ‘human’ responses vary according to ethnicities, microcultures and niches. Still searching for universals, analysts now have to grapple with the much more complex reality evoked by their latest buzzword: superdiversity.

 

CLIMATARIAN

A raft of novel foodie expressions reflects the huge impact of the gastronomy economy (not to be confused with economy gastronomy which is one such term meaning luxury cooking on a budget). The progressive connoisseur and the green militant have recently come together in the form of the climatarian, an activist consumer who combats climate change by favouring poultry, pork and sustainable fish instead of CO2 culprits beef, lamb or venison, insists on unfrozen produce from sources close at hand to counter refrigeration and transport emissions and uses 100% of every meal by processing skin, bones, vegetable offcuts, etc. In his lexicon entitled ‘Eatymology’ US author Josh Friedland has collected more examples of the new food-speak, including carrot mob, a so-called reverse boycott whereby crowds of enthusiasts descend on an outlet in order to celebrate its healthy credentials, and – less healthily perhaps – gastrosexual, an individual who uses cooking prowess in order to seduce. In a similar vein militant locavores (promoters of local produce) if male are now known as brocavores, while food porn is flagged by the hashtag #foodspo.

 

I’m always collecting jargon, buzzwords and new and exotic usages like these. Please contact me to donate examples (and you will be credited in upcoming articles and publications!)