"Brain Rot" is Oxford's Word of the Year 2024
Ah, “brain rot,” the term of the year. Nothing sums up 2024 quite like admitting our brains are on a slow decline thanks to endless doom-scrolling and meme binges. This isn’t just a trendy phrase; it’s a flashing billboard for how social media and shallow content fry our minds.
According to Oxford’s analysis, “brain rot” usage surged 300% this year, particularly on platforms like TikTok, where the hashtag #brainrot racked up over 2 billion views. This isn’t just a trendy phrase—it’s a cultural mirror reflecting the toll of low-quality digital overload.
From the Marketing Accountability Council’s (MAC) perspective, “brain rot” isn’t just a cultural meme—it’s a problem. Digital platforms, and the marketers who fuel them, are cashing in on our attention spans. Apps and algorithms are built to exploit, not respect, human nature. Enter the Center for Humane Technology (CHT), which has been shouting about this for years:
“Respect human nature, stop exploiting vulnerabilities.”
Social Media: The Junk Food Aisle
Let’s face it: social media isn’t here to enlighten you. It’s here to keep you hooked. Your feed? It's a buffet of rage bait, dopamine snacks, and shallow distractions. Do you feel like mush after scrolling? That’s “brain rot.”
These platforms double down on division and noise because controversy pays.
Nuance? That’s not profitable enough to make the algorithm’s cut.
Marketers, Look in the Mirror
Here’s the harsh truth: marketers aren’t innocent.
Every click-driven campaign and emotionally manipulative ad feeds this environment. But accountability means making better choices—creating content that respects your audience’s well-being, even if it’s less lucrative.
The Fix: Content That Builds, Not Breaks
CHT’s simple answer is to design tech and campaigns supporting human flourishing. Imagine campaigns that inspire instead of manipulate. Platforms that prioritize meaningful connections over cheap thrills.
Revolutionary? Maybe.
Achievable? Absolutely.
Final Word
The rise of “brain rot” is a wake-up call. As marketers, we have the power to change the narrative. So, ask yourself: is your content adding value or just noise? Start small—ditch the tricks, focus on trust. Your audience (and their brains) will thank you.