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No other industry is full of jargon and meaningless, vague language than marketing and advertising. If it’s on trend, you can bet you or your clients will go there. Jordan Cockrell, director of operations at HAI, talks to Marketing Mag about the need for marketers to balance meme-worthy language with clarity and timelessness.
The Oxford English Dictionary’s selection of ‘brain rot’ as the Word of the Year for 2024 speaks volumes about how language is evolving in the digital age. The trend is fascinating — not just for its cultural implications but for the logistical challenges it creates in how we communicate, especially in global contexts.
Brain rot language — catchy, simplified phrases that dominate social media—may be attention-grabbing, but it often lacks depth and clarity. While it can spark short-term engagement, its use raises questions about long-term effectiveness, particularly when brands and organisations attempt to adopt it in their messaging.
The numbers are striking: online searches for “brain rot meaning” increased by over 3029 percent in the past year. This shows how these terms capture curiosity but also signal a potential communication gap. If people are searching for definitions, is this language truly as accessible or universal as it seems?
Operational headaches behind language trends
For marketers, the appeal of brain rot language is obvious — it’s trending, it’s popular, and it connects with younger audiences. However, the operational challenges it creates often go unnoticed. Buzzwords and slang can become obstacles when teams try to implement them at scale, affecting processes in smooth and effective communication.
First, there’s the issue of clarity. Many of these terms are rooted in specific cultural contexts, making them difficult to interpret even within a single language, let alone across multiple ones. What resonates with a Gen Z audience in the US, for instance, might completely miss the mark — or even confuse — audiences elsewhere. The operational cost of trying to adapt these terms while maintaining their intended meaning can be significant.
Second, the short lifespan of such language creates a constant need for updates. By the time teams have crafted campaigns around one phrase, it might already be outdated. This leads to inefficiency, with operational teams repeatedly adjusting plans to stay relevant.
The global translation puzzle
Beyond marketing, the rise of brain rot language also complicates translation and localisation efforts. A phrase like “it’s giving” might make perfect sense in its original context, but how do you preserve its tone, humour or intent when translating it into another language? Often, these phrases defy direct translation, forcing teams to either abandon the original idea or invest time in crafting creative alternatives.
The ripple effect is significant. Operational workflows slow down as teams revisit strategies, translations require more review cycles, and the final message risks feeling diluted or inconsistent. For brands and organisations, this can undermine their ability to communicate effectively across markets.
Balancing trendiness with timelessness
The rise of brain rot language underscores the need for balance. While it’s important to stay relevant and connected to cultural trends, there’s also a case to be made for timeless, clear communication. From an operational perspective, this means prioritising strategies that ensure messages resonate broadly and withstand the test of time.
One solution is to focus on intent rather than terminology. Ask: What feeling or idea are we trying to convey? Can this be communicated in a way that’s less reliant on fleeting trends? When operational teams collaborate closely with creative and marketing teams, it becomes possible to create messages that are both culturally resonant and universally understood.
A reminder for the digital age
The popularity of brain rot language is a mirror of our fast-paced, digitally driven culture. It highlights how quickly trends can spread — but also how fragile and context-dependent they often are. For those of us working behind the scenes to ensure effective communication, it’s a reminder to approach language thoughtfully, with an eye on both the present and the future.
The goal is not to reject slang or trends outright — they have a place and can be powerful when used intentionally. But to build meaningful connections, we need language that lasts longer than a social media cycle. Operational strategy plays a crucial role in bridging the gap between cultural trends and effective communication, ensuring that we connect with audiences in a way that’s clear, authentic and impactful.
Jordan Cockrell is director of operations for HAI, RWS’s AI-powered online translation portal. She is a seasoned operations manager with a proven track record in the localisation industry.
