2024: A Prolific Year—Where Words Are Concerned

The 2024 Word(s) of the Year

I don’t know if you feel the same way as I do, but there’s something oddly satisfying about seeing an entire year—its ups, downs, and collective quirks—wrapped up in a single word. But 2024? This year instead of one word stepping forward and claiming the crown, there’s an entire parade of words, each vying for its claim to the throne! Maybe it’s just a sign of the times. Or maybe there’s just too many dictionaries and publications weighing in on “the word” claim.

For your convenience…I’ve compiled a list, citing the word, its origins and why it’s considered the 2024 word of the year…and by which “governing body”. Enjoy!

Much Ado About Brain Rot

Oxford University Press handed the crown to ‘brain rot’ as the 2024 word of the year. Defined as “the supposed deterioration of a person’s mental or intellectual state, especially viewed as the result of overconsumption of trivial or unchallenging online content,” it captures the glazed-over feeling we all know too well after scrolling endlessly through cat videos, conspiracy theories, and dance trends we’ll never attempt.

The origins of the term date back to 1854 when Henry David Thoreau? Walden. I haven’t read the book myself, but from my endless scrolling(ha!) to fact find this article, it is where the term ‘brain rot’ was first cited, Brain rot refers to the modern resurgence points to our collective obsession with low-effort content. Usage spiked by 230% in 2024, and honestly, I’m surprised it wasn’t higher. As Generation Alpha’s screen habits came under scrutiny, ‘brain rot’ has now become the term we reach for, part diagnosis, part cultural self-drag.

Manifest: Dream It, Do It, Post About It

Cambridge Dictionary gave us ‘manifest’—a word that’s been simmering quietly in the corners of self-help books and crystal shops but exploded this year thanks to social media influencers. Defined as “to imagine achieving something you want,” it became less about cosmic alignment and more about curating your life like it’s a Pinterest board.

It’s optimistic, it’s proactive, and let’s face it—it’s also a little exhausting. But in a year where uncertainty seemed to hang in the air like fog, ‘manifest’ was a small reminder that intention still holds power.

Demure: Quiet Luxury Goes Viral

Dictionary.com brought us ‘demure,’ and not since Jane Austen’s heyday has the word felt so relevant. Traditionally describing modesty or reservation, ‘demure’ got a TikTok glow-up thanks to influencer Jools Lebron and her catchphrase, “very demure, very mindful” in a series of videos posted to the platform in early August.

Suddenly, demure wasn’t just about avoiding the spotlight or being modest—it is used to describe refined and sophisticated appearance or behaviour and owning it, quietly. Usage spiked by 1200%, and if you didn’t at least try to pull off a “demure airport outfit” in 2024, were you even paying attention?

Polarization: The One Thing We Can All Agree On

Merriam-Webster brought us ‘polarization’—a word heavy with the weight of our times. Defined as “the process or state of dividing into sharply contrasting groups or sets of opinions or beliefs,” it was less a word and more a diagnosis.

Every headline, every debate, every family dinner seemed to circle back to it. And while understanding polarization is easy, fixing it?…well not that easy it seems!

Kakistocracy: A Word You Didn’t Know You Needed (But Did)

The Economist dusted off ‘kakistocracy’—a mouthful of a word that means “government by the least qualified or most unscrupulous individuals.” It’s not exactly subtle, and neither were the political moments that catapulted it into relevance.

It sounds sharp, like glass breaking. I don’t know about you…but that doesn’t sound like a good thing.

In closing… or reflection.

Words are important – at least to me they are. Specific words, such as these, define our collective state of mind (the borg comes to mind!). From ‘brain rot’ to ‘kakistocracy,’ 2024’s words are sharp, reflective, and sometimes a little too on the nose.

Here’s to 2025—may the words be kinder, the screens a little dimmer, and our collective brain rot kept in check. And if not… well, there’s always 2026.