Dictionary.com has named"maxxing"its word of the year for 2026 following a rapid explosion in digital media usage. By August 2026, the term was being used 19 times as often in digital media as its monthly average in 2025.
People are proteinmaxxing their breakfast, tokenmaxxing their use of AI during the workday, and cozymaxxing on a Friday night. Experts predict the term is around to stay because it is particularly creative and can apply to anything.
Attaching the pattern to practically anything still makes speakers sound like they are participating in a particular linguistic and cultural moment. Saying you are proteinmaxxing feels much cooler than just saying you are eating more protein.
The word connects to many different parts of modern life, extending far beyond youth culture. Middle-aged people really love this word, and it is not just young optimizers who have embraced it.
However, health, wellbeing, social relationships, and lifestyle habits are not really something we complete. Maxxing can fuel constant self-surveillance, self-criticism, and the pursuit of an idealized optimal self.
Despite potential downsides, experts agree that it is unlikely most people using maxxing are thinking about any incel connections.