‘Woke’ is the Top Trending Word of 2019, Thus Far

Progress’ is the Top Un-Trending Word (Decliner) for 2019

For More Information, go to LanguageMonitor.com or call 1.737.215.7750 or email info@LanguageMonitor.com

Austin, Texas. September 5, 2012 — 
‘Woke’ is the Top Trending Word of the Year (#WOTY) for 2019 thus far, in the latest global analysis by the Global Language Monitor. ‘Woke’ Is followed by ‘Consequential’, ‘Migrants’, ‘Opioids’, and ‘Collusion’. Rounding out the Top Ten are ‘Anthropocene’, ‘Heartbeat,’ ‘Blue Wave,’ ‘Family Separation, and ‘Trade War’. These are followed by ‘Fake News’, Climate Change’, ‘The Moment’, ‘Nukes’, ‘Progressives’, ‘Micro-influencers’, ‘Fact Check’, ‘ICE’, ‘Women’s World Cup’, and ‘Gerrymander’.

This is the twentieth consecutive survey since the turn of the century. (See Below.) GLM began recording the Top Words of the Year (#WOTY) in the Year 2000 to document the history of the 21st century through Global English, the current Global Language. (#Hashtags were not invented until 2007; #Twitter was the Top Word of 2009, ‘Emoji’ was the Top Word of 2014.)

The Great Awokening
“In Progressive lingo, ‘woke’ describes an epiphany-like experience, where one is awakened to the call of social justice — and the failures of the past,” said Paul JJ Payack, president and chief word analyst of the Global Language Monitor. “Every generation in the post-Modern era has had similar experiences be they Civil Rights, the Vietnam War, the Women’s Movement, LGBT rights, etc. A key distinction here is that the sins of the past are now viewed in the context of the present as subjects to be rectified.”

Woke’ traces back through the Old English, ‘to arise’, ‘to come to be’, ‘to be born’ from the Anglo-Saxon, and Old High German ultimately from Proto-Indo-European root *weg- “to be strong, to be lively.”

Woke, the Top Trending Word of 2019 for Global English Thus Far, Has Dramatically Risen in Use During the Last Decade as Shown in This Google

Progress as the Top Un-trending Word
In a first, GLM named the Top Un-trending Word for 2019, thus far: ‘Progress’. “The concept of progress has had a profound influence on the advance of Western Civilization since ancient times. The idea of ‘progress’ as espoused in the works of Enlightenment thinkers had considerable influence on the drafters of the Declaration of Independence and the U.S. Constitution.

However, as you can see from the chart below, that use of the word has significantly fallen, especially since the mid-1960s. See the Google Ngram below.

The use of the word ‘Progress’ has significantly declined since the mid-1960s according to Google Ngrams.

In 2018 there were two distinct Words of the Year (#WOTY): The Moment — A confluence of fame, fortune, and happenstance (Worldwide), and Weaponize — In today’s bitterly partisan infighting, any word, action, or deed can and will be weaponized (U.S. alone).

The Top Trending Words of the Year (#WOTY) for 2019 thus far, ranked, last year’s ranking, and commentary

  1. Woke (5) — An epiphany-like experience, where one is awakened to the call of social justice
  2. Consequential — Presidents are now judged on the ‘consequentiality’ of their administrations.
  3. Migrants (16) — The continuing worldwide movement of mass migrations.
  4. Opioids (3) — The scourge continues as the nation seems a bit inured to the devastation.
  5. Collusion (11) — The report is filed and final, but the controversies continue.
  6. Anthropocene — Did a new human-influenced geological epoch actually begin in 1950?
  7. Heartbeat — Fetal heartbeat bills are now front-and-center in state legislatures across the nation.
  8. Blue Wave — The Democrats winning back control of Congress in the 2018 Mid-terms.
  9. Family Separation (6) — Family detention and separations actually began in 2014. This is a grave and intractable matter, with plenty of blame to spread around.
  10. Trade War (7) — As we first noted in 2009, “The Rise of China” is a geopolitical event of the first order with the seismic shockwaves continuing to echo around the world.
  11. Fake News (8) — Packaged news, planted sources, one-sided exposes, party lines, and official narratives are a new phenomenon only to those with no sense of history.
  12. Climate Change — 8,000 years ago New York City was under a mile of ice.
  13. The Moment (1) — A confluence of fame, fortune, and happenstance.
  14. Nukes (4) — Last year North Korean, in 2019 Iranian and Russian added to the mix.
  15. Progressives — The word ‘liberal’ outlived its usefulness as the description of one’s political leanings.
  16. Micro-influencers — Bloggers, Vloggers, Instagrammers, Youtubers, and other small yet very influential communities of interest.
  17. Fact Check (17) — New studies suggest that fact-checkers appear to have definite biases.
  18. ICE — The U.S. Immigration and Customs Enforcement agency under the Department of Homeland Security.
  19. Women’s World Cup — The quadrennial, global celebration of women’s football.
  20. Gerrymander — The divvying up the political spoils (election districts) to the advantage of those in power.

Methodology: The words are culled from throughout the English-speaking world, which now numbers more than 2.3 billion speakers (January 2018 estimate) GLM employs its NarrativeTracker technologies for global Internet and social media analysis. NarrativeTracker is based on global discourse, providing a real-time, accurate picture about any topic, at any point in time. NarrativeTracker analyzes the Internet, blogosphere, the top 300,000 print and electronic global media, as well as new social media sources as they emerge.

The Top Words, Phrases, and Names of the 21st century follow.

Top Words: No. 1 Truth, No. 2 Narrative, No. 3, Opioids
Top Phrases: No 1. Weinstein Effect (and #MeToo), 2. Nuclear Option (North Korean version.), 3. Deep State
Top Names: No. 1 Donald Trump, No. 2 Vladimir Putin, No. 3 Neil Gorsuch
Top Words: No. 1 Truth, No. 2 Narrative, No. 3, Opioids
Top Phrases: No 1. Weinstein Effect (and #MeToo), 2. Nuclear Option (North Korean version.), 3. Deep State
Top Names: No. 1 Donald Trump, No. 2 Vladimir Putin, No. 3 Neil Gorsuch
Top Words: No. 1 A meme — Omran Daqneesh in Aleppo) No. 2 Refugee
Top Phrases: No. 1 Make America Great Again No. 2 When they go low, we go high No. 3 The Electoral College
Top Names: No. 1 Donald Trump, No. 2 Vladimir Putin, No. 3 Neil Gorsuch
Top Words: No. 1 Microaggression
Top Phrases: No. 1 Migrant Crisis
Top Names: No. 1 Donald J. Trump
Top Words: No. 1 The Heart ♥ Emoji (for love), No. 2 Hashtag, No. 3 Vape
Top Phrases: No. 1 Hands Up, Don’t Shoot; No. 2 Cosmic Inflation, No. 3 Global Warming
Top Names: No. 1 Ebola, No. 2 Pope Francis, No. 3 World War I
Top Words: No. 1 ’404’, No.2 Fail, No.3 Hashtag
Top Phrases: No. 1 Toxic Politics, No. 2 Federal Shutdown, No.3 Global Warming/Climate Change
Top Names: No. 1. Pope Francis, No. 2 ObamaCare, No.3 NSA
Top Words: No. 1 Apocalypse/Armageddon, No.2 Deficit, No. 3 Olympiad
Top Phrases: No. 1 Gangnam Style, No. 2 Climate Change/Global Warming, No. 3 Fiscal Cliff
Top Names: No. 1 Newtown and Malala Yousafzai, No. 3 Xi Jinping
Top Words: No. 1 Occupy, No. 2 Fracking, No.3 Drone
Top Phrases: No. 1 Arab Spring, No. 2 Royal Wedding, No.3 Anger and Rage
Top Names: No. 1 Steve Jobs, No. 2 Osama bin-laden and Seal Team Six, No. 3 Fukushima
Top Words: No. 1 Spillcam, No. 2 Vuvuzela, No. 3 The Narrative
Top Phrases: No. 1 Anger and Rage, No. 2 Climate Change, No. 3 The Great Recession
Top Names: No. 1 Hu Jintao, paramount leader of China, No. 2 iPad, No. 3 Barack Obama
Top Words: No. 1 Twitter, No. 2 Obama-, No. 3 H1N1
Top Phrases: No. 1 King of Pop, No. 2 Obama-mania, No. 3 Climate Change
Top Names: No. 1 Obama, No. 2 Michael Jackson, No. 3 Mobama
Top Words: No. 1 Change, No. 2 Bailout, No. 3 Obama-mania
Top Phrases: No. 1 Financial Tsunami, No. 2 Global Warming, No. 3 “Yes, We Can!”
Top Names: No. 1 Barack Obama, No. 2 George W. Bush, No.3 Michael Phelps
Top Words: No. 1 Hybrid (representing all things green), No. 2: Surge
Top Phrase: Climate Change
Top Name: Al Gore
Top Word: Sustainable
Top Phrase: Stay the Course
Top Name: Dafur
Top Words: No. 1, Refugee No. 2: Tsunami No. 3: Katrina
Top Phrase: Outside the Mainstream
Top Name: (acts of ) God
Top Word: Incivility (for inCivil War)
Top Phrase: Red States/Blue States No. 2: Rush to War
Top Name: Dubya/Rove
Top Word: Embedded
Top Phrase: Shock and Awe, No. 2: Rush to War
Top Name: Saddam Hussein, No. 2 Dubya
Top Word: Misunderestimate
Top Phrase: Threat Fatigue
Top Name: W (Dubya)
Top Word: Ground Zero
Top Phrase: ‘Lets Roll’
Top Name: The Heros
Top Word: Chad
Top Phrase: Dot.com
Top Name: W (Dubya)

About the Global Language Monitor

In 2003, The Global Language Monitor (GLM) was founded in Silicon Valley by Paul J.J. Payack on the understanding that new technologies and techniques were necessary for truly understanding the world of Big Data, as it is now known.

Today, from its home in Austin, Texas GLM provides a number of innovative products and services that utilize its ‘algorithmic services’ to help worldwide customers protect, defend and nurture their branded products and entities. Products include ‘brand audits’ to assess the current status, establish baselines, and competitive benchmarks for current intellectual assets and brands, and to defend products against ambush marketing.

These services are currently provided to the Fortune 500, the Higher Education market, high technology firms, the worldwide print, and electronic media, as well as the global fashion industry, among others.

For More Information, go to LanguageMonitor.com or call 1.737.215.7750 or email info@LanguageMonitor.com.

PyeongChang Brand Scorecard: Trump’s ‘Brand’ Leads Ambushers

PyeongChang Brand Scorecard

Donald Trump’s ‘Brand’ Leads Ambushers

Korean Companies Come on Strong

Analysis of Brand Warfare in the PyeongChang Games

Support the Global Language Monitor!

Buy details of Brand Warfare that GLM has tracked for last 6 Olympics.

Volume Discounts Now Available.


February 14, Austin, Texas —  In a surprising turn, Donald Trump’s ‘brand’ (No. 4) sits with IBM (No. 3) atop a hefty list of Ambushers at the PyeongChang Winter Games.  (Kim Jong-un lands at No. 16).  Samsung (No. 1) and Hyundai/Kia (No. 2) lead the Official Olympic Partner Group, while the Alibaba Group (No.3) and Intel (No. 4) lead the Top Worldwide Partners group.  The Alibaba Group is the first Chinese organization to appear on any of GLM’s rankings.  GLM has been measuring the depth of the linkage between and among Olympic top sponsors and their competitors or Non-Affiliated Marketers (NAMs) for the five Olympic Games since The Beijing Summer Games in 2008.   Doing so has allowed a deeper understanding of the dynamics, strategies, and tactics employed by global brands as they intersect with the world of sports.

GLM, a pioneer in the innovative use of Big Data, uses its proprietary tools in analyzing this data.   There are a number of trends one can see even in the earliest stages of the PyeongChang Games.

  1. The fact that the Games are being held in what’s considered one of the most dangerous places on the planet only highlights, the beauty, the compelling drama, and the tales of the individual efforts each of the athletes must exert to even have the slimmest of chances to compete at this level. This is a testament to humankind and the hope that evidently does spring eternal, at least in the hearts of these competitors to undergo the grueling ordeals they must undergo.
  2. Seeing the two Koreas march under a single flag — stylishly elegant in its simplicity — is a huge geopolitical event in itself. It reminds this reporter of the tales of soccer games breaking out on the pock-marked, bloodied fields of No Mans Land, between the trenches during some of the bleakest hours of World War One.
  3. The World is caught up in the drama not only between the athletes and nations but also the battle among the brands that are literally paying billions for the privilege.

Overall the field is led by some familiar faces, GE, McDonald’s and IBM.  The surprise here is that Mickey D’s has pulled back its sponsorship (in mid-contract yet — a great surprise to the IOC).  Nevertheless, it is still top of mind to the global audience.  After spending billions since the’60’s beginning with their brilliant ‘Hamburger Airlift,” you would think they earned their brand equity here.  This Olympiad, IBM is a Non-affiliated Marketer (NAM), our polite term for Ambusher, but its brand is burning bright.

Other points of interest include Atos Origin dead last,  in the 39th place.  Not to worry since this is their strategic position they long to occupy. The French system integrator has a one-on-one selling model that works just fine, thank you.

P&G remains a puzzle.  They seemed to have peaked with their ‘Moms’ campaign not so long ago. They remain at No. 31 with a Brand Affiliation Index (BAI) of only 5.59.  Be sure to follow this one.  In fact, look over the current scorecard, it contains a number of nascent storylines that require close attention.

Remember you can but the book that covers all the marketing campaigns that we’ve analyzed since Beijing.  Our analyses are recorded in an ever-growing number of Sports Marketing and B-School texts.

In the chart below, we have Samsung and McDonald’s listed twice because they both occupy two spots on the charts. This can be confusing.

According to Paul JJ Payack, president and chief word analyst of the Global Language Monitor, “GLM is the first research institute to document the ‘value leaks™’ that Olympic Sponsors experience at the hands of ‘non-affiliated marketers’ (NAMs) that happen by chance, circumstance or, ever more likely, cleverly orchestrated stealth campaigns that include the newest social media tricks, tactics, and strategy.”

Pyeongchang has been tracked for the last two years, even as Tokyo and Beijing and Paris are currently under intense scrutiny by GLM today.

Going back over the Games since London (the current high-water mark for successful Games), you can see that the Worldwide Partners scored highest in Sochi with the Non-affiliated Marketers scoring highest in Rio.  Thus far the Top Worldwide Sponsors show a small, but comfortable lead over the Official Partners with the Ambushers trailing both by a significant margin.


Pyeongchang Olympics 2018 (Ambush Marketing) Brand Scorecard Now Available



The Pyeongchang Olympics 2018 Brand Scorecard is the ultimate guide to the most bitter of all battles being fought on the slopes of Pyeongchang — the billion-dollar battle between and among the various levels of IOC Sponsorship, and the mega battles being fought with the Non-affiliated Marketers (NAMs) and the sponsors themselves.

In these pages, you will read about and better understand the fierce behind-the-scenes warfare that the Global Language Monitor has been tracking for six Olympiads now.  And don’t for a minute think that these battles are being waged in any way but the most sophisticated strategies, tactics, and algorithms.  GLM has been tracking Pyeongchang for three years now, and are already deep into our analysis of the Tokyo and even the Beijing Games.  Paris isn’t far behind.

You can read the document in a ‘You Are There’ manner since we present each of the Games in the way they actually unfolded.  We hope this all will help you have an even more enjoyable experience since you are now entering the stealth world of Olympic Ambush Marketing.