It has been another bratty year of Gen Z rawdogging language. I started my girlboss era in January, focusing on looksmaxxing, but despite my very demure, very mindful first half of the year, things became sus, and all the political tea and extreme weather events turned into brain rot.
The polarisation in society worsened, with everyone romanticising kakistocracy, but this simp is manifesting better vibes for next year—perhaps a lavender marriage—even if that sounds totally delulu.
The supermajority has rizz for these terms being yapped on social media, which might have been soft launched earlier but became Gen Z’s pookie in 2024.
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What do you think of Gen Z’s language trends in 2024?
If you understood what you read so far—congratulations—you are up to date with the changing lingo. If some of the slang confused you, here is a brush-up of words that became a sensation this year.
From Demure to
Each year, leading dictionaries select words that encapsulate the prevailing cultural, political, and social climates. Every generation tends to come up with its own terms that help them evade their parents’ understanding.
Here are some of the words that gained massive popularity this year:
Brain rot
Oxford University Press designated ‘brain rot’ as its word of the year for 2024. The term describes the deterioration of mental state due to over-consumption of poor content. The phrase saw a 230% increase in usage from the previous year, highlighting growing concerns about the effects of low-quality digital media on cognitive health.
Interestingly, ‘brain rot’ is not a modern coinage; its earliest use dates to 1854 in Henry David Thoreau’s Walden. However, it has gained renewed relevance in the digital era.
Use in a sentence: Scrolling Instagram at 3 am? That’s pure brain rot, mate.
Demure
Dictionary.com announced ‘demure’ as its word of the year for 2024. Traditionally meaning reserved, modest, or shy, the term experienced a resurgence in popularity, largely due to a viral trend initiated by Chicago-based content creator Jools Lebron. Her catchphrase ‘very demure, very mindful’ became widely adopted on social media platforms, leading to a significant increase in searches for the term.
Use in a sentence: She walked into the party looking very demure, but trust me, she’s the loudest one when the music drops.
Manifest
Cambridge Dictionary’s word of the year is ‘manifest,’ reflecting the trend of individuals using positive thoughts (vibes), visualisation, and affirmation techniques to achieve personal goals.
The practice of ‘manifesting’ gained popularity during the pandemic and continued to be significant in 2024, with the term being looked up almost 130,000 times on the Cambridge Dictionary website.
Use in a sentence: He is obsessed with manifesting his way to riches and romance.
Polarisation
Merriam-Webster chose ‘polarisation’ as its word of the year for 2024. Defined as the division into two sharply contrasting sets of beliefs, the term reflects the deepening divisions within the United States, especially in the context of the recent presidential election.
It underscores a societal trend towards extremes, with diminishing middle ground in political and cultural discourse.
Use in a sentence: Group chats these days are all about polarisation—either you’re a Swiftie, or you’re wrong.
Brat
Collins Dictionary selected ‘brat’ as its word of the year for 2024. Popularised by British pop star Charli XCX’s album titled Brat, the term has come to symbolise a confident and rebellious attitude. In Charli’s own words, the essence of brat can be summarised as ‘a pack of cigs, a Bic lighter, and a strappy white top with no bra.’
It fuelled Kamala Harris’ campaign for the US presidential elections when Charli tweeted, ‘Kamala IS brat.’ However, it differs from the original meaning of behaving like one is entitled or difficult to deal with.
Use in a sentence: He’s not being rude, he’s just living his brat era.
Rawdogging
Originally, ‘rawdogging’ referred to having sex without protection. Collins Dictionary describes ‘rawdogging’ as the act of undertaking an activity without preparation, support, or equipment. This lack of preparation is typically considered essential and often done out of carelessness.
Rawdogging implies a disregard for potential consequences or discomfort. For example, in a TikTok trend, the ‘rawdogging travel challenge’ expected plane passengers to sit silently without movies, music, distractions, or even sleep.
Use in a sentence: I can’t believe some of you are out there in this pollution, rawdogging without masks.
Looksmaxxing
‘Looksmaxxing’ is the process of enhancing one’s physical appearance, whether through skincare routines, workouts, or even going under the knife. The term originated on male incel message boards in the 2010s and became popular on TikTok in the 2020s.
Some practices associated with ‘looksmaxxing’ include ‘softmaxxing’ (skincare, exercise, fashion sense), ‘hardmaxxing’ (cosmetic surgeries), and ‘mewing’ (placing the tongue in a way that improves jawline and facial structure).
Use in a sentence: She’s deep in her looksmaxxing era—facials, gym, and a whole new wardrobe.
Kakistocracy
The Economist’s word of the year for 2024 is ‘kakistocracy,’ which is defined as the government run by the worst—least suitable, intelligent, or experienced people. The word saw a surge in online searches a day after Donald Trump won the US elections and again following his recent nominations.
The heightened interest in ‘kakistocracy’ reflects anxieties surrounding the new administration. It captures concerns shared by many in the US and globally, leading to its selection as word of the year.
Use in a sentence: Twitter is basically a kakistocracy with Elon running the show.
Lavender Marriage
Traditionally, lavender marriages involved a heterosexual person and a homosexual person concealing the latter’s sexual orientation due to societal pressures. Lavender, in this context, symbolised the LGBTQ+ community.
However, some in Gen Z are considering these marriages for different reasons. They seek platonic partners to share living expenses and create stable relationships, driven by frustrations with modern dating. These marriages are not entered into to hide sexuality.
Use in a sentence: A lavender marriage sounds ideal—no drama, just vibes and rent-sharing.
These selections offer a linguistic snapshot of 2024, underscoring how language evolves in response to current events and cultural shifts, providing insight into the collective consciousness of the time.
