The 2025 Collins Dictionary word of the year list reveals a preoccupation with performance and perception in modern life. From the workplace to social media, new words like “taskmasking” and “aura farming” have emerged to describe the art of managing appearances, whether for professional survival or social capital.
“Taskmasking” is the act of giving a false impression that one is being productive in the workplace. This term has resonated in an era of flexible work and digital surveillance, where the appearance of productivity can feel just as important as actual output. It’s the 2025 version of “looking busy.”
In the social sphere, “aura farming” describes a similar performance. It is the deliberate cultivation of a distinctive and charismatic persona—essentially, the art of seeming cool. Fueled by viral trends like the “boat kid” video, it reframes charisma as something that can be actively “farmed” and curated for an online audience.
Both terms point to a culture where authenticity is secondary to a well-managed persona. We are “taskmasking” for our bosses and “aura farming” for our followers. This performance anxiety is a running theme in this year’s language.
Even the winner, “vibe coding” (using AI to code), prioritizes the “vibe” or feel of an application over the rigid technical details. Alongside “glaze” (excessive flattery), the 2025 list suggests we are living in a world where perception is increasingly becoming reality.