Even though 2016 was regarded as the year of Brexit and Trump, 2017 is the year when the ramifications of those electoral turn-ups begins to take effect. From a linguistic point of view, this means that we can expect to see an increasing number of new words and phrases coming into the English language as Brexit kicks and Trump starts to, well, kick as well.
The latest word to find itself dominating the news is Shrinkflation – the practice of making products smaller because it is becoming increasingly expensive for manufacturers to maintain the previous size and not increase the price. Many have opted to go for the smaller option rather than the enlarged cost to cusomters as they struggle with unhelpful exchange rates and commodity prices.
In the last week, we have seen reminders of Doritos, Coco Pops and Pepperami as being among the many products shrinking before our eyes, while there are now warnings that Cadbury’s chocolate could be set to follow. The word shrinkflation itself has quickly bedded in as the term to describe this, and it looks like a word that will be around for some time to come. It doesn’t trip off the tongue easily, and it sounds a little forced when you hear people using it in conversation, but as a written word, it seems very likely to be a stayer. It has also had to bide its time – shrinkflation was used in 2014, before Brexit was even connected to it, but it is only now that it is finding its place.
I suppose the question now is what will be the next products to suffer from shrinkflation. Will the fast food giants be forced to rename their signature dishes – will the Big Mac and The Whopper become the Little Mac and The Tiddler? Will Hot Dogs become Hot Puppies?
One thing which I hope won’t suffer from shrinkflation is Wordability, though I am conscious that this has been the case the for last few months, given the lack of new postings on this blog. With language set to reflect the changes across the globe like never before, it is time to to writing again and ensure that at least on these pages, shrinkflation doesn’t strike again.