Word of the Day: Choiceful
The latest spin from corporrate boardrooms.
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“Choiceful” can’t be found in Merriam-Webster Dictionary or on dictionary.com. But the Oxford English Dictionary notes the earliest known use of the word in the late 1500s. The adjective typically appears .002 times per million words in modern written English, making it one of a group of words “which are not part of normal discourse and would be unknown to most people,” according to the OED.
From today’s news:
Consumers can be a finicky bunch. And every quarter, executives at publicly listed companies must find ways to deliver coherent narratives about what they are doing and why.
Lately, as consumer confidence has softened, company leaders have been attributing middling prospects to shoppers’ “choiceful” outlook.
The framing is the latest spin that executives are adopting to justify lackluster shopping, said Sucharita Kodali, a retail analyst at Forrester. “Choiceful is coded language for: Sales or units are down,” she said, meaning consumers are either spending less at retailers or purchasing a smaller overall volume of products.
“Choiceful,” a term that started becoming popular among executives a few years ago, has become even more ubiquitous in recent months. It was mentioned 70 times across 43 earnings calls in 2025, according to a FactSet analysis of S&P 1500 earnings calls. That was up from 36 mentions in 2024 and 27 in 2023.
Maybe consumers are stretched too thin, and the products cost too much.
The inevitable outcome of Cannibalistic Capitalism eating its customers. The billionaires are now raiding the middle classes.