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The Impact of “Brain Rot” on New Generations in the Labour Market
10 October, 2024
This week, I came across the following news item that caught my attention: ‘In 2024, “Brain Rot” was chosen by Oxford University as the word of the year, reflecting growing concern about the effects of excessive consumption of superficial content, especially on social networks.’

In the same news item, a little further down, it also explained that ‘anxiety’ was the most used word on the internet in Brazil in 2024.
Also this week, I was at a Corporate Universities event giving a talk and, in the round table discussion after the talk, a listener (a father) challenged us with a question on this subject: my son can’t get off the phone, he procrastinates. What should I do when he enters the labour market so that he learns?
It made me think. And since I work in the corporate world on projects aimed at improving people’s performance, I quickly asked myself: what does this mean for the new generations entering the labour market? And what impact could this have on companies? Indeed, this is a concern that we should have in our corporate world, which is always so preoccupied with having high-performance people.
What is “Brain Rot”?
‘Brain Rot’, which can be translated as “rotten brain” or “mental rot”, describes the supposed deterioration of cognitive and intellectual capacities due to prolonged exposure to low-quality content online. This term is not new, but it has gained new meaning in the digital age, especially among Generation Z and Generation Alpha. Among the consequences this causes, which we all already know about, are:
- Reduced Capacity for Attention and Concentration: Continuous consumption of short videos and quick content can not only generate anxiety, but also reduce the ability to focus on complex tasks, which is essential in work environments that require detailed analysis and critical thinking.
- Procrastination and Low Productivity: Young people can find it difficult to manage time and prioritise tasks, directly affecting productivity in the professional environment.
- Disconnection from the Real World: Intense involvement with digital content can lead to a lack of interpersonal communication skills, which are vital in any workplace.
- Adaptation Difficulties: The expectation of instant gratification may not align with the reality of careers that require patience and gradual growth.
However, it’s worth noting that it’s not all downsides. The generation that grew up with the internet has also developed unique skills, such as the ability to multitask in the digital world (who doesn’t have a child who gets nervous when they ask us to do something on the phone, and we do it at the pace of our generation, lol). In addition, many young people are adept at managing multiple digital platforms simultaneously, which can be an advantage in modern work environments. Another positive point lies in the creativity and innovation of young people, as the need to stand out in a sea of content and the amount of tools available digitally means that many develop a keen sense of creativity, applicable in marketing, design and other creative areas.
In short, ‘Brain Rot’ shows that the new generations face real challenges in the labour market, but there are also reasons to be optimistic. The key is to find a balance between using technology and maintaining traditional skills such as focus, good communication and critical thinking.
Good luck and warn those around you! Let’s make the most of this digital world!
Cristina González
Head of Overlap Brazil
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