The Gen Z roots of Oxford Dictionary’s word of the year

Oxford’s Word of the Year for 2024 has been chosen – and it’s one that has roots not only in Gen Z meme culture, but also in Henry David Thoreau’s literary work.

‘Brain rot’ is the term chosen by the public from a shortlist of six other words, including ‘demure’ and ‘romantasy’.

Most younger folks will be familiar with the term, most likely using it when referring to a mass consumption of memes.

But the word also dates back to 1854 when Henry David Thoreau wrote in his book Walden: ‘While England endeavors to cure the potato-rot, will not any endeavor to cure the brain-rot, which prevails so much more widely and fatally?’

Casper Grathwohl, President of Oxford Languages, said: ‘Looking back at the Oxford Word of the Year over the past two decades, you can see society’s growing preoccupation with how our virtual lives are evolving, the way internet culture is permeating so much of who we are and what we talk about.

‘Last year’s winning word, ‘rizz’, was an interesting example of how language is increasingly formed, shaped, and shared within online communities.

‘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,’ he added.

The use of ‘brain rot’ has increased by 230% since 2023, and has been widely embraced by not just Gen Z, who were born between between 1997 and 2012, but also Gen Alpha, who were born after 2013.

Mr Grathwohl said: ‘I find it fascinating the term ‘brain rot’ has been adopted by Gen Z and Gen Alpha, those communities largely responsible for the use and creation of the digital content the term refers to.

‘It demonstrates a somewhat cheeky self-awareness in the younger generations about the harmful impact of social media that they’ve inherited.’

Last year’s winner, rizz is said to be a quality that one can possess and it means ‘style, charm, or attractiveness, and the ability to attract a romantic or sexual partner’.

Other contenders last year were cheugy, which is used to describe something as not being very trendy. It can also be used as a way to say someone is trying too hard.

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