Language in 2024: The Words That Got Us Talking

Language evolves, just like we do. Every year, dictionaries like Oxford, Collins, and Cambridge pick their “Word of the Year” to reflect what’s on everyone’s minds. It’s like a snapshot of our collective mood.

Last year, we had “rizz” (Gen Z’s word for charisma) and “AI” (because of course). But what about this year? Let’s dive into the 2024 winners—words that are fun, thought-provoking, and maybe a bit too relatable.

1. BRAIN ROT (Oxford)

Oxford’s pick is brain rot. You know that fuzzy, drained feeling after endless scrolling or binge-watching random shows? That’s brain rot.

The phrase saw a 230% rise in usage, which makes sense—most of us feel it regularly. Studies even back it up, showing that too much screen time can affect your brain’s grey matter (the part that handles decision-making and focus).

But this isn’t just a doom-and-gloom warning. Think of brain rot as a gentle nudge to step away from your screen once in a while. Maybe it’s time for a digital detox?

2. DEMURE (Dictionary.com)

Demure used to mean modest or reserved, but in 2024, it’s all about mindfulness and quiet confidence.

Thanks to a viral TikTok video about “how to be demure at work,” the word had a massive comeback. It’s not about being shy—it’s about being composed and intentional. Think of it as the opposite of rizz. While rizz was all charm and flash, demure is about restraint and thoughtfulness.

So, whether you’re in a tense meeting or navigating office politics, a little demure energy might just be your superpower.

3. BRAT (Collins)

Collins went bold with brat. But not the tantrum-throwing kind. In 2024, brat is a badge of honour—about embracing individuality with a bit of attitude.

The word shot to fame thanks to Charli XCX’s album, which made brat a symbol of unapologetic self-expression. It’s about being bold, authentic, and maybe a little rebellious—in the best way possible.

For business leaders, there’s a takeaway here. Sometimes, a touch of “brat energy” can set you apart—whether it’s a daring idea or simply owning your unique style.

4. MANIFEST (Cambridge)

Finally, we have manifest. Traditionally, it meant “clear” or “obvious.” But this year, it’s taken on a motivational twist.

In 2024, manifest is all about creating your reality—putting your goals out there with clarity and purpose. Whether it’s writing them down or saying them aloud, manifesting is about believing in possibilities and taking steps to make them happen.

What’s Your 2024 Word?

So, which word fits your vibe? Battling brain rot after too much screen time? Practising demure to stay calm under pressure? Or embracing your inner brat and doing things your way?

These words aren’t just trends—they’re reflections of the world we’re living in. The next time someone mentions “manifesting good vibes” or recovering from “brain rot,” you’ll know exactly where they’re coming from.

Here’s to seeing what words 2025 brings to the table!

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