From demure to brain rot, here's a list of 10 Gen Z words that dominated 2024 and redefined how they speak, vibe and connect
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“Demure” traditionally means modest or reserved. While this term has existed for centuries, it made a major comeback in 2024, especially in fashion and aesthetics conversations
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“Pookie” is a term of endearment for someone you find irresistibly adorable. It originated as a nickname for pets or babies, however, Gen Z couples gave it a glow-up in 2024
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“Brain rot” gained prominence this year as a term used to capture concerns about the impact of consuming excessive amounts of low-quality content, especially on social media
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“Delulu” is short for delusional. This term describes someone who has unrealistic beliefs or expectations
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“Main character energy (MCE)” is a term that describes a person's attitude and behaviour that's similar to the main character in a story or movie
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“Ate” is a slang term that means someone did something exceptionally well or deserves praise. It's often used to express admiration or respect for someone
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“It's giving” is used to describe what vibes or energy something or someone is serving. This phrase reached peak popularity this year, evolving into the ultimate tool for commentary
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“Girl math” is an internet meme and a thought process that describes how some people, often women, justify spending money
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“Beige flag” is used to describe a behaviour that is considered odd or quirky, but not necessarily good or bad. It's based on the older dating terms "green flag" and "red flag"
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“Doom scrolling” is used to describe the act of endlessly scrolling through bad news online, even though it's making you anxious or upset