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The Youth Lab

AND THE WORD OF THE YEAR IS…

The word of the year isn’t just a reflection of the now; it’s a predictor of the future…

Every year, the announcement of the "Word of the Year" feels like a snapshot of our collective consciousness – a moment in time preserved through language. This linguistic achievement (deserving or not) isn’t just about the words themselves but the cultural currents they reflect. Increasingly, it’s youth culture that’s shaping these linguistic milestones. With that in mind it comes as no surprise that this year's word of the year (at least according to Oxford) is ‘brain rot’.

A Two-Way Street: Youth Culture And The Dictionary:
The relationship between youth culture and the dictionary is dynamic. While the dictionary records language, it’s often the youth who innovate it. They remix, repurpose, and reinvent words faster than ever before. Digital platforms like TikTok, Discord, Twitch and Instagram act as incubators for new slang, amplifying niche expressions to global prominence in mere weeks.

When a youth-driven word reaches the dictionary, it’s more than a nod to its popularity; it’s an acknowledgment of its cultural significance.

What Is ‘Brain Rot’?
We could’ve told you the word of the year months ago. In fact we did (check out our deep dive on all things ‘brain rot’ here), but if you are looking for a more formal definition of the phenomenon - here’s the official definition of Brain Rot from the awarding body themselves;

“(n.) Supposed deterioration of a person’s mental or intellectual state, especially viewed as a result of overconsumption of material (now particularly online content) considered to be trivial or unchallenging. Also: something characterised as likely to lead to such deterioration.”
Oxford University Press

Reflecting on the year just gone, brain rot feels like a literal manifestation of our mental state this year, with its frequency of use increasing 230% from the year before, commenting on the word of the year Casper Grathwohl, President of Oxford Languages notes:

“Brain rot’ speaks to one of the perceived dangers of virtual life, and how we are using our free time. It feels like a rightful next chapter in the cultural conversation about humanity and technology. It’s not surprising that so many voters embraced the term, endorsing it as our choice this year.”

In Hot Competition:

It’s been a hectic year and Oxford is not the only dictionary dishing out awards this year, so it comes with little surprise that there are plenty of other dictionaries having their say on the word of the year, here’s a list of the words competing with ‘brain rot’ for the 2024 word of the year:

The Macquarie Dictionary

Enshittification

(n) Colloquial. The gradual deterioration of a service or product brought about by a reduction in the quality of service provided, especially of an online platform, and as a consequence of profit-seeking.

“The platform's rapid enshittification was evident as it prioritised squeezing profits through invasive ads and paid features, driving away the loyal user base that initially made it successful.”

The Collins Dictionary

Brat

Adjective. characterized by a confident, independent, and hedonistic attitude

“That’s so brat”

The Cambridge Dictionary

Manifest

Verb. to use methods such as visualisation and affirmation to help you imagine achieving something you want, in the belief that doing so will make it more likely to happen

"I’ve been journaling every night trying to manifest this promotion into existence"

Dictionary.com

Demure

Adjective. characterized by shyness and modesty; reserved.

“She was very demure, very mindful”

The THINKHOUSE youth words of the year:

Adding to the youth culture lexicon, are a few of our personal favourites we’ve seen enter youth conversations online and offline. Read on for aura points.

Aura

A distinctive ambience or quality generated by a person or thing.

“Aura points for helping me with my assignment.”

Touch Grass
Idiom. Encourages someone to unplug from digital and engage with real-world experiences.
“Bro, you've been on your phone all day arguing with randoms—go touch grass and chill for a bit.”

So Julia

Adjective. A descriptor for someone who is cool and in culture, inspired by Julia Fox and immortalised by Charli XCX.
"I'm so Julia today, I’m out here vibing at every event like I own the place."

Brah

Also, breh, bro, bruh. Stemming originally from the idea of brother (bro), this is the new everyday agreement for Gen Alpha (the under 12s) who use it to agree with their friends, or show surprise. Move over sigma and skibidi. Parents - be warned. It’s constant.

“Brah, that’s cool. Brah, pass me the ipad.”

looksmaxxing

Noun. attempting to maximize the attractiveness of one’s physical appearance
"He embraced looksmaxxing to improve his appearance and confidence."

Zebra Striping

Noun. the practice of alternating between alcoholic drinks and non-alcoholic ones to reduce one's alcohol consumption

“Can I have a Heineken 0.0 next, I’m zebra striping tonight.”

Still looking for more words that encapsulate youth culture this year? Check out this video to lock in on your Gen Z/Alpha vocabulary.

Look To The Future

The word of the year isn’t just a reflection of the now; it’s a predictor of the future. As we look ahead, one thing is clear: youth culture will continue to push linguistic boundaries, creating words that capture the essence of their time. Whether it’s through TikTok algorithms, AI-driven creativity, or the ever-expanding (and polarising) digital communities, the next word of the year is already brewing in a group chat or trending TikTok.

BRAND TAKEOUTS

Language as a cultural zeitgeist:
These words have been chosen not only for their popularity but because they act as signifiers of changing times and evolving communication styles. Language often transforms in both meaning and usage to reflect new norms, values, and trends. For brand managers, it is imperative to not only recognise trending words but also understand their deeper implications and the cultural context they represent, enabling them to stay relevant and resonate authentically with their audiences.

THINKHOUSE NEWS

THINKHOUSE is expanding.
As we look ahead to 2025, THINKHOUSE is delighted to announce new job opportunities across Client Service and Design. Jobs will be announced on our careers page. Please explore these exciting roles, and share with anyone who has an appetite for digital-first creativity, powered by youth culture. And if you want to make an impact in 2025, you know you’ll be joining a team of Change Agents as THINKHOUSE is a BCorp certified company and a Government of Ireland SDG Champion.

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