The Dictionary Genie

You’re given the chance to create three new words. You don’t get to invent them yourself — you simply ask this Dictionary Genie, who magically makes three new words appear in everyday language. Which ones would you choose?

For anyone who works in copywriting, the first choice is obvious: a solid synonym for the adjective “new.” There’s always something new to communicate, as if the job title couldn’t exist without a constant stream of novelty — and yet neither original, nor unreleased, nor innovative ever really do the job.

The second request depends on the topics you deal with most. An alternative to “transformation,” perhaps something shorter, for those who write about architecture and territory. Or a word that conveys “exclusive” without sounding arrogant — a middle ground between good and luxury. Something that avoids having to say “quality,” “excellence,” or “bespoke.” A substitute for “contemporary” would also come really handy.

The final wish —at least for this list— is the most important. We urgently need to expand the language of ecology with something more specific than the hollowed-out term “sustainability.” A word that is concrete, sharp, accessible. Something that makes us feel how pressing all of this really is, without pushing us away. The opposite of “resilience,” in a sense.

Published: Dec 19, 2023