Insights

Political doublespeak dominated our 2017 list as things became seriously Orwellian in the US. At the top of the heap was the worrying ‘alternative facts', suggesting that politicians can be right even when they're wrong.

Noxious Frankenword 'Brangelexit' topped our 2016 list. Combining Brad Pitt and Angelina Jolie's celebrity moniker 'Brangelina' with the recent 'Brexit' vote, this elevates a celebrity divorce to the level of a major world event.

In a particularly bad year for corporate spin doctoring, 'possible emissions non-compliance' topped our 2015 list. Volkswagen’s CEO used this phrase to describe what was actually cheating when regulators tested how much pollution its cars emit.

'Conscious uncoupling' was our 2014 winner. Gwyneth Paltrow used this phrase to describe her separation from husband Chris Martin.

In 2013, HSBC got our vote when it announced it would be 'demising the roles of 942 relationship managers'. This meant that nearly 1000 employees were losing their jobs.

When KFC chose 'goodification' as the slogan for its marketing campaign, we had to choose it as our Worst Word of the Year, along with its cringe-worthy cousins - 'gooderer', 'goodest' and 'goodify'.

2011 was a banner year for corporate evasion and euphemistic spin, with 'fugitive emissions' (more commonly known as pollution) topping our list.

2010 was filled with Manglish and gobbledygook, but we couldn't get past 'moving forward'. Julia Gillard repeated this slogan more than 20 times when she announced the federal election.