Oxford’s Word of the Year: What Does ‘Brain Rot’ Say About Us?

This week, news outlets were abuzz with the announcement of Oxford Dictionaries’ Word of the Year—Brain Rot. The Associated Press first broke the news, quoting Oxford University Press, which described the evocative term as having “gained new prominence in 2024,” with its usage skyrocketing by 230% compared to the previous year.

So, what exactly is Brain Rot, and why is it resonating so strongly in today’s world?

What Is Brain Rot?

Oxford defines brain rot as “the supposed deterioration of a person’s mental or intellectual state, especially viewed as the result of overconsumption of material (now particularly online content) considered to be trivial or unchallenging.”

The term has become a catchall for the overwhelming sense of mental numbness caused by excessive online consumption. Initially popularized on platforms like TikTok and YouTube, particularly among Gen Z and Gen Alpha, brain rot has moved beyond internet slang to appear in mainstream conversations.

Take, for instance, the viral Skibidi Toilet video series, featuring humanoid toilets in surreal scenarios, or the flood of “only in Ohio” memes. These forms of seemingly nonsensical content are often described as “brain rot”, reflecting a digital culture that thrives on the absurd. The language of brain rot itself—terms like “skibidi” for nonsensical things and “Ohio” for something embarrassing—has even made its way into real-world conversations.

Curious, I tested the term on my 10-year-old nephew, assuming he wouldn’t have heard about Skibidi Toilet. To my dismay, not only was he familiar with it, but he was also too embarrassed to explain the phenomenon, leaving me feeling outpaced by the very digital culture that defines brain rot.

Examples of Brain Rot Behavior

So, what does brain rot behavior look like? Common examples include:

• Doomscrolling: Spending hours consuming negative or distressing news, leading to feelings of helplessness and anxiety.
• Binge-Watching: Watching endless hours of videos or shows without breaks.
• Content Hopping: Switching between social media, YouTube, and countless browser tabs, often multitasking to the point of mental exhaustion.

These behaviors are not just quirky; they have real consequences. Newport Institute in the U.S., which focuses on young adult mental health, warns that excessive digital engagement overstimulates the brain, leading to poor focus, impaired decision-making, and even long-term cognitive issues. In January of this year, they released an article on the impact on young mental health.

The Impact of Brain Rot On Young Adults?

Young adults are especially vulnerable to the effects of brain rot. With brains still developing, constant exposure to overstimulating digital content can hinder critical thinking, memory, and emotional regulation. On a chemical level, social media scrolling triggers dopamine spikes—the brain’s reward system—leading to a cycle of gratification and addiction. Over time, this can result in increased anxiety, difficulty concentrating, and even depression.

Parents, educators, and health professionals are voicing growing concerns. In surveys conducted this year, 68% of parents reported feeling “overwhelmed” by their inability to monitor or reduce their children’s screen time. Meanwhile, 74% of young adults admitted that they “often” lose track of time while consuming online content.

Not Just a Kid Problem – How Brain Rot Affects Adults

While brain rot is often associated with young people, the reality is that adults are far from immune. In fact, the overconsumption of trivial online content and compulsive phone use has permeated all age groups, reshaping how we interact with the world around us.

Consider this: How many times have you been in a social setting where everyone is glued to their phones instead of engaging in conversation? Dinner tables that once buzzed with chatter now hum with the faint glow of screens. On trains, passengers scroll endlessly, barely noticing their surroundings. Some people even walk down the street, heads buried in their phones, unaware of oncoming traffic or other potential dangers.

This phenomenon isn’t just a social faux pas—it’s dangerous. Studies have shown that distracted walking, often caused by smartphone use, has led to a rise in pedestrian accidents in urban areas. Adults, who are supposed to model balanced tech use for younger generations, are just as susceptible to brain rot.

For adults, the triggers for brain rot are slightly different but no less compelling. The constant ping of emails, social media notifications, and news alerts creates an unrelenting pull toward devices. Add to that the dopamine reward cycle—short bursts of satisfaction from likes, shares, or viral videos—and it’s no surprise that many find it hard to disconnect.

Even productivity apps, meant to help organize and simplify life, can add to the overwhelm, creating a digital landscape that’s nearly impossible to escape. Adults may joke about needing a break from screens, but many feel powerless to actually take one.

Preventing Brain Rot

The good news is that brain rot isn’t irreversible. Here are some strategies to mitigate its effects:

1. Digital Detoxes: Commit to tech-free periods each day. Start with an hour before bed or during meals.
2. Mindful Content Consumption: Encourage young adults to seek out educational, inspiring, or skill-building content instead of passive scrolling.
3. Set Boundaries and Practice Digital Etiquette: Use apps or features that limit screen time or lock certain apps during specific times. Put your phone away during social settings, whether at dinner with friends or meetings at work.
4. Stay Present in Public: Challenge yourself to keep your phone in your pocket during commutes or while walking. Notice your surroundings and engage with the world.
5. Encourage Offline Activities: Promote hobbies, physical exercise, or face-to-face interactions that stimulate the brain in healthier ways.
6. Seek Professional Support: For those already experiencing significant cognitive or emotional effects, therapy or counseling can help break the cycle.
7. Model Healthy Habits: For adults specifically, remember that younger people are watching. Demonstrating a balanced approach to technology can inspire the next generation to do the same.

Brain rot isn’t just a kid’s issue—it’s a societal one. Both adults and children are grappling with the effects of a hyper-digital world that can leave us feeling disconnected, overstimulated, and even at risk in our physical environments. Recognizing this is the first step toward creating healthier habits and reclaiming the spaces—both mental and physical—that constant screen use has taken over.

So the next time you’re tempted to check your phone during dinner or while crossing the street, consider this: Is it worth missing the moment right in front of you?