2024 WORD OF THE YEAR

2024 felt like another year in a pressure cooker, with the lid rattling and steam rising as the world grappled with everything from geopolitical unrest to climate crises to the unrelenting noise of digital life. Against this backdrop, we wanted to pick a Word of the Year (WOTY) that encapsulates the intensity, polarization and fiery emotions that defined this year. 

Now in its fifth year, our WOTY tradition draws on a mix of quantitative input via a global Havas Group survey and qualitative insights from communicators and thought leaders across the industry. The final decision then lies with our word-loving Reditorial Board, who sift through the submissions to pinpoint the one that best captures the cultural zeitgeist. 

In years past, we’ve charted the rollercoaster of global emotions with words like chaos (2023), resilience (2022), adapt (2021), and the inaugural duo of pivot and unprecedented in 2020. Each has served as a snapshot of a moment in time, and our newest WOTY is no exception. 

HOW WE REALLY FELT IN 2024 

This year’s WOTY suggestions spanned a wide range of themes, reflecting the complexity of 2024. Change-oriented words dominated the conversation, with terms like transformation, evolution, growth and rebuild capturing the year’s emphasis on progress and resilience in the face of uncertainty. These words reflected the sense of pushing boundaries, recovering from the aftermath of the pandemic, and striving for personal and societal improvement. However, darker themes also emerged, with chaos, turbulence and noise reflecting the pervasive instability across global politics, the economy and climate crisis. From escalating conflicts to misinformation, many noted how 2024 felt like a year in constant flux. 

Anxiety and uncertainty featured prominently as well, pointing to concerns about the future amid geopolitical tensions, economic instability and the misuse of AI. Words like polarization and division underscored the sharp divides in public opinion, ideologies and societal values, while the rapid pace and urgency of change also came into focus with terms like frenetic and demanding. Amid these challenges, words like resilience, strength and humanity surfaced as reminders of collective perseverance, and the enduring capacity to connect and overcome. Suggestions like hope and balance offered a counterpoint, signaling aspirations for equilibrium and optimism in the face of adversity. Together, these suggestions painted a vivid picture of a year defined by both turmoil and tenacity. 

DRUMROLL, PLEASE! 

In the end, what many of us seem to have felt in 2024 has been less tumultuous and more tenacious. Less perplexing and more prevailing. Less polarized and more powerful. As we close out another transformative year, we are excited to announce our 2024 WOTY: Rage 

Each year, our WOTY selection reflects the cultural, social and emotional undercurrents shaping the world we live in — and in 2024, we felt rage best captured the essence of the moment. Approaching the halfway point of the “Raging ’20s,” a decade defined by upheaval, polarization and profound change, we believe rage has been a defining force — fueling conversations, actions and movements across every facet of society. 

This year, we’ve seen rage manifest in countless ways: Political polarization and the intensifying divides across communities, countries and continents. Consumer frustrations with corporations failing to meet ESG and DEI promises. Not to mention the collective anger over systemic challenges like inequality, misinformation or climate inaction, just to name a few.  

At the same time, rage has also been a catalyst for change, pushing boundaries, sparking activism and motivating individuals and organizations to take action in the face of injustice. 

OTHER WORDS AND THEMES THAT SHAPED 2024 

While rage was our top pick, the year also gave rise to a wave of other terms and themes that reflect our collective experiences. For example, new words appeared in our vocabulary to express new phenomena, such as reglobalizing, hotelification, fauxductivity or boreout. Then there were redefined terms like woke, anti-woke, brat and demure. And finally, the dominant themes of anxiety, polarization, inauthenticity, resilience, balance and humanity that wove through most events and milestones this year.  These words highlight the complex interplay of emotions, actions and reactions that defined 2024. 

Our WOTY also joins the broader cultural conversation alongside selections from other leading institutions. Cambridge Dictionary voted manifest to be their WOTY, Dictionary.com went with demure, Merriam-Webster chose authentic, Collins Dictionary selected brat, while Oxford Dictionary chose brain rot and Germany’s Youth Word of the Year is aura. 

As we step into 2025, rage reminds us of the power of emotions to drive both division and progress. It challenges us to channel that energy constructively — to foster understanding, create meaningful change and build a better future. 

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