In 2024, “brain rot” was crowned Oxford's Word of the Year, a chilling reflection of the mental toll that social media is taking on today’s youth. Defined as the mental decay caused by excessive content consumption, this term captures the essence of a generation increasingly consumed by their screens. And while the term has become a meme, the reality is far from funny.
Annie Harte, our Social Strategist, contributed to Creative Brief with her insights into how this phenomenon is reshaping the landscape of mental health among children and teens. With the average 12-year-old now spending a staggering 29 hours a week glued to their phone, it's no surprise that studies are linking social media consumption to rising rates of depression in young people. Yet, the platforms continue to prioritise quick dopamine hits over any consideration for the long-term impact on mental wellbeing.
The troubling truth is that platform leaders make half-hearted attempts at safety measures, but ultimately, they fail to take responsibility for the damage caused. Influencers continue to sell an unattainable, idealised lifestyle, while brands, like Nutter Butter, thrive off the very content that’s contributing to the decline of young minds. It’s not just the tech industry that’s to blame—it’s all of us.
Read the full article here.
