by Miriam Hara | Jan 7, 2025 | Communications, Content, Social Media
The 2024 Word(s) of the Year
I don’t know if you feel the same way as I do, but there’s something oddly satisfying about seeing an entire year—its ups, downs, and collective quirks—wrapped up in a single word. But 2024? This year instead of one word stepping forward and claiming the crown, there’s an entire parade of words, each vying for its claim to the throne! Maybe it’s just a sign of the times. Or maybe there’s just too many dictionaries and publications weighing in on “the word” claim.
For your convenience…I’ve compiled a list, citing the word, its origins and why it’s considered the 2024 word of the year…and by which “governing body”. Enjoy!
Much Ado About Brain Rot
Oxford University Press handed the crown to ‘brain rot’ as the 2024 word of the year. Defined as “the supposed deterioration of a person’s mental or intellectual state, especially viewed as the result of overconsumption of trivial or unchallenging online content,” it captures the glazed-over feeling we all know too well after scrolling endlessly through cat videos, conspiracy theories, and dance trends we’ll never attempt.
The origins of the term date back to 1854 when Henry David Thoreau Walden. I haven’t read the book myself, but from my endless scrolling(ha!) to fact find this article, it is where the term ‘brain rot’ was first cited, Brain rot refers to the modern resurgence points to our collective obsession with low-effort content. Usage spiked by 230% in 2024, and honestly, I’m surprised it wasn’t higher. As Generation Alpha’s screen habits came under scrutiny, ‘brain rot’ has now become the term we reach for, part diagnosis, part cultural self-drag.
Manifest: Dream It, Do It, Post About It
Cambridge Dictionary gave us ‘manifest’—a word that’s been simmering quietly in the corners of self-help books and crystal shops but exploded this year thanks to social media influencers. Defined as “to imagine achieving something you want,” it became less about cosmic alignment and more about curating your life like it’s a Pinterest board.
It’s optimistic, it’s proactive, and let’s face it—it’s also a little exhausting. But in a year where uncertainty seemed to hang in the air like fog, ‘manifest’ was a small reminder that intention still holds power.
Demure: Quiet Luxury Goes Viral
Dictionary.com brought us ‘demure,’ and not since Jane Austen’s heyday has the word felt so relevant. Traditionally describing modesty or reservation, ‘demure’ got a TikTok glow-up thanks to influencer Jools Lebron and her catchphrase, “very demure, very mindful” in a series of videos posted to the platform in early August.
Suddenly, demure wasn’t just about avoiding the spotlight or being modest—it is used to describe refined and sophisticated appearance or behaviour and owning it, quietly. Usage spiked by 1200%, and if you didn’t at least try to pull off a “demure airport outfit” in 2024, were you even paying attention?
Polarization: The One Thing We Can All Agree On
Merriam-Webster brought us ‘polarization’—a word heavy with the weight of our times. Defined as “the process or state of dividing into sharply contrasting groups or sets of opinions or beliefs,” it was less a word and more a diagnosis.
Every headline, every debate, every family dinner seemed to circle back to it. And while understanding polarization is easy, fixing it?…well not that easy it seems!
Kakistocracy: A Word You Didn’t Know You Needed (But Did)
The Economist dusted off ‘kakistocracy’—a mouthful of a word that means “government by the least qualified or most unscrupulous individuals.” It’s not exactly subtle, and neither were the political moments that catapulted it into relevance.
It sounds sharp, like glass breaking. I don’t know about you…but that doesn’t sound like a good thing.
In closing… or reflection.
Words are important – at least to me they are. Specific words, such as these, define our collective state of mind (the borg comes to mind!). From ‘brain rot’ to ‘kakistocracy,’ 2024’s words are sharp, reflective, and sometimes a little too on the nose.
Here’s to 2025—may the words be kinder, the screens a little dimmer, and our collective brain rot kept in check. And if not… well, there’s always 2026.
by Miriam Hara | Oct 29, 2024 | Content, Marketing, Social Media
What is Curiographics?
Curiographics refers to the segmentation of audiences based the curiousity-driven content they engage with, rather than their demographic or psychographic characteristics. This term recognizes that in the age of social media, curiousity transcends generational boundaries, and audience behaviour is now driven by the subjects or topics that pique their interest.
Not Just Another Buzz Word
I can see you the rolling of the eyes. Here’s yet a new word that business and marketers, specifically can spool out at a drop whenever and where ever possible. But all kidding aside. There is a reason for new terminology. Words like metrosexual, influencer marketing, user generated content, sustainability and omnichannel, (to name only a few!) are in our vernacular because there was a shift and enough momentum around that shift to merit a term.
I believe curiographics is such a word. As with the blending of gender identification, the proliferation of so much diversity, it is impossible to think of any audience based on generations (Boomers, X, Y, Z) alone. That’s too rigid for our increasing social world.
The social landscape has exploded thanks to technology. With it, the blending of interests, content and information has created audience contextual niches. With this in mind, targeting must be viewed through a more holistic lens in order to capture its entire market, without leaving any generation out of the mix.
Curiographics Transcends Generations
Whether it’s Gen Z or Baby Boomers, Curiographics recognizes that shared curiousity (interests) across generations create more relevant audience clusters than demographic lines alone. Rather than just understanding the why behind audience actions (psychographics), Curiographics digs into the what—what topics are sparking curiousity. What engages them most? And how that reflects their deeper preferences. Brands can leverage Curiographics by crafting campaigns around specific interests that attract their ideal audience, no matter the demographic group. It helps brands understand where they need to be in the conversation to reach their most engaged audiences.
As the landscape of audience segmentation continues to evolve, so must we. Curiographics emerges as a cutting-edge approach that redefines how brands understand and target their audiences. It focuses on the topics and interests that drive engagement across generations.
Assessing Content in Context:
We’ve all heard the saying Content is King! With Curiographics, however, the perspective of content as a topic is way too limiting and confining. Content needs to be viewed as a catalyst or a town crier, gathering the masses to come and hear what your brand has to offer.
Audience Segmentation by Interests:
Curiographics focuses on grouping individuals by the topics they are curious about; lifestyle themes, entertainment preferences, educational content, and more. It goes beyond traditional methods that rely on age, location, or behavioural patterns and what topics would interest them. It’s driven by what captures their curiosity It has to be the other way around…that’s how you open up a brand’s potential!
Content Type as a Driver of Engagement:
The format of the content, whether video, written posts, or podcasts, becomes secondary to the actual topic. For example, whether it’s food, wellness, or technology, audiences connect with the subject matter, and their curiousity ultimately defines their engagement.
Flexible Targeting for Social Media:
Social media’s algorithmic nature favours content that appeals to specific topics, allowing Curiographics to help brands dynamically target groups based on what’s currently resonating with their interests.
As brands continue to navigate the ever-evolving marketing landscape, embracing Curiographics offers a fresh and innovative way to connect with audiences on a deeper level, proving that in today’s world, it’s the topics that define the targets.
What are your thoughts on this Curiographicss approach? I would love to hear them. Let’s Chat!
by Miriam Hara | Jul 9, 2024 | Business Success, Communications, Social Media
Like many social platforms, the LinkedIn social platform has evolved. It launched itself as a social platform for professionals and to a large extent it has maintained that unique edge. I would argue that LinkedIn has somewhat devolved into a professional Facebook platform, with the many animal posts, inspirational/motivational posts or even sharing family milestones. But that’s a debate for another time. I’d like to discuss why we, as professionals are on LinkedIn, and what benefits that it provides.
Regardless of how many feel some posts are inappropriate for the platform, I still feel that LinkedIn is foremost a professional platform. That is how I use it as a professional and for my company.
In today’s world of hybrid remote working habits, coupled with company cell phones, the concept of the ‘cold call’ is becoming chillingly extinct. Reaching out to potential clients and trying to connect when there is no prior personal relationship or knowledge of your company is becoming increasingly difficult. Or is it?
Essentially, there are viable options for business development. We can all raise our arms in exasperation, but that leads to nowhere. Or, professionals and businesses alike must embrace the change of today’s business world and quite frankly celebrate the opportunity!
While the conventional cold call may be going the way of the DoDo Bird…. the new way of cold calling is quite liberating. As professionals our world has become way larger. The world is your oyster, and any segment you chose to pursue, a pearl can be found! No longer are we limited to geography, albeit, there are political considerations and possible limitations of transferable skills in regulated industries, but still our “professional” world is bigger. Who we can reach, how often we can become visible to our intended audience/target/potential clients has multiplied.
The Pros:
- No matter the industry, you’ll find a LinkedIn group/community that you can join. More importantly, you can participate in as a professional looking to increase your personal brand, or as your company.
- No matter where you reside, the acceptance of remote working, has provided many professionals with greater prospects that would have otherwise not have been possible, without relocation.
- The shear number of potential prospects that can be accessed via LinkedIn would never have been feasible, even by attending conferences physically and meeting face to face.
- If, finding the perfect lead is like the proverbial needle in a haystack; then, with LinkedIn, you can poke at numerous haystacks…simultaneously.
- The definition of relationship has opened up. You can now begin and have a relationship and connect with people you have never experienced a physical handshake with.
It does take effort to reap the benefits of LinkedIn, on a personal and business level. Here are the top 5:
Optimize Your Profile. Ensure that your profile is concise and utilizes keywords that clearly articulates your role. LinkedIn has its own search engine, so make sure that these keywords appear on your profile.
Keep Your Company Page Current. A company page shouldn’t sit there collecting dust. It must constantly be relevant and what is posted there must showcase company culture, brand values and mission, minimally.
Share Often. Share company updates, articles, and industry news to keep your audience informed and engaged, both on your company page and on your personal page.
Engage Consistently. Foster a community by engaging with followers through comments, shares, and discussions. Respond to inquiries and feedback to build trust and loyalty.
Build Visibility. Publish articles, create a company newsletter, promote products or services and post consistently.
Business development has definitely evolved, but that isn’t a necessarily a bad thing. I hope you found this helpful. I invite you to connect with me on LinkedIn, or connect with me here.
by Tara Ford | Jun 25, 2024 | Advertising, Agency, Business Success, Communications, Creative, Management, Social Media
The Evolution of Casual Fridays
Remember when Casual Fridays were the highlight of the week? It was that one day you could ditch the high heels and starched shirts for something more laid-back. For a while, the art and advertising industries led this trend. We were known for our quirky, creative styles and weren’t afraid to dress down when everyone else stayed buttoned up.
Back then, showing up in jeans or a funky t-shirt was a bold move. It signaled, “Hey, we’re creative, we’re different, and we play by our own rules.” This freedom became a part of our identity in the art world.
The Tech Boom and Casual Revolution
During the 90s and early 2000s the tech boom brought about another aspect to this casual revolution. Suddenly there was a booming industry filled with young innovators who valued comfort over traditional business attire. Hoodies, jeans, and sneakers became the new norm. The tech industry’s relaxed dress code started to influence other sectors, and the lines between casual and professional began to blur. It wasn’t just the advertising and art world with the casual edge any longer. The trend spread, and the rigid boundaries of business attire began a thing of the past in most sectors.
Even the corporate world jumped on the bandwagon with Dress Down Fridays. Those were the days when employees had to pay to wear jeans on a Friday! It was for a good cause, though, so it was worth it.
The Post-Pandemic ‘New Normal’
Fast forward to the post-pandemic world, and everything has shifted again. With remote work becoming standard, the idea of dressing up for work has transformed. Lululemon pants, once for yoga classes or errands, are now part of everyday work outfits. Casual Friday? More like Casual Every Day.
The pandemic made us rethink what’s important, prioritizing comfort while working from home. Now, as we return to the office, the relaxed dress code is coming with us. Business casual has a new definition, and it’s not so “business” anymore. Trendy sneakers with a dress? Absolutely!
The Impact on Trends and Marketing
What does this mean for trends and marketing? It highlights a shift towards authenticity and relatability. Consumers today want brands that are genuine and down-to-earth. They want to see real people, not corporate clones. This shift towards informality in the workplace mirrors a broader trend in marketing: creating more authentic, relatable content.
Brands are now embracing this casual, everyday vibe in their strategies. From social media to advertising, the focus is on being real and approachable. It’s about connecting with audiences on a personal level, showing that behind every brand is a team of real people just like them.
Riding the Wave of Change
The evolution of Casual Fridays reflects a broader cultural shift. Here’s to the new era of business casual—comfortable, creative, and here to stay. Whether you are rocking Lululemon pants or a funky t-shirt, it’s not just about the clothes; it’s about the attitude. Embrace the change and let your authentic self, shine through every day of the week.
by Miriam Hara | Feb 7, 2024 | Agency, Branding, Marketing, Social Media
Generation Alpha: Are you Ready?
It’s hard to believe that 2024 is upon us. And guess what? We’re on the cusp of something new – the rise of Generation Alpha. This generation defined by those born as of 2010 to 2025 are gearing up to become the biggest generation ever, even bigger than Gen Z. So, what should we as marketers and businesses get ready for as they grow up?
Generation Alpha: Pleased to Meet You!
The birth of Generation Alpha was the year 2010 –the same year the iPad hit the scene, marking their deep connection to technology from day one. Unlike us, who had to catch up with technology as it evolved, Alphas have grown up with it as part of their everyday lives.
Cradle Techies
One sure thing that sets Generation Alpha apart is their natural knack for technology. Touchscreens, voice-activated gadgets, and lightning-fast internet have always been their companions. Growing up in the digital era has made them super tech-savvy and quick to adapt to the ever-changing tech landscape. Baby Boomers and Gen X passive babysitters was the TV. Then for Gen Z, the era of Google came to be. For Generation Alpha…it’s the iPad and now AI! Gen Alpha will be the first to experience a future intertwined with Artificial Intelligence at an early age. AI will assist them with everyday tasks, and asks, providing the information they are searching for tailored to their interests wants and needs.
Inclusivity and Diversity
Following the footsteps of Gen Z, Generation Alpha celebrates diversity and inclusivity to the next level. Their world is more connected and more inclusive, having grown up in an environment that values diversity in all its forms. This has made Alphas open-minded, accepting, and inclusive, and it’s a real call for businesses to change the way they operate and for brands to communicate.
Learning, Creating – Virtually
Generation Alpha has a world of information and educational resources at their fingertips, thanks to the internet and google and AI. AI will reshape the way Gen Alpha learns. By the same token, Generation Alpha is changing the social scene. They aren’t passive users of social media; they’re creators and learners. Platforms like TikTok have turned into their virtual classrooms. They soak up information through short videos, tutorials, and creative content. Businesses tapping into these platforms even more so than they currently are for marketing and education will have a real edge in engaging with this generation. Businesses should gear up for a workforce that values lifelong learning and seeks careers that make a difference.
Social media has become a way for Alphas to express themselves and get inspired. It’s not just to be passive and observers. They are interested in making their mark. They’re more likely to trust recommendations from social media influencers than traditional ads. Again, that isn’t new. As marketers we’ve already embraced social influences, however businesses and brands need to integrate and collaborate with influencers authentically… and transparently. This is a must to connect effectively with this generation.
Self Expression. Self Made.
The ease of which they converse and engage digitally via video on social has had them grow up in an age of startups and digital innovation. The Alphas are more likely to embrace entrepreneurship and think outside the box to solve problems than any other generation before them. Nurturing this entrepreneurial spirit, encouraging innovation and offering opportunities for self growth within organizations will be a necessity for business to attract talent.
A Call To Businesses
Businesses need to forge ahead, and that means adapting to a workforce that values flexibility, digital fluency, and diversity. Companies that invest in technology and prioritize diversity and inclusion will be magnets for the best and brightest from this generation.
And let’s not forget about the social and environmentally consciousness that is innate to Alphas. They not only expect but will demand companies not only to provide top-notch products and services but also to have a positive impact on the world. That goes for brands too. Businesses and brands with a commitment to sustainability and social responsibility will win big with the Alphas
A Brave New World
The rise of Generation Alpha will ignite change. This tech-savvy, diverse, and entrepreneurial generation is geared to reshape how we do business and socialize. By embracing their unique qualities and getting ready for their entry into the workforce, companies can thrive in the age of Generation Alpha.
As the biggest generation ever steps into adulthood, our future in business and social interactions will be shaped by their values, dreams, and expectations. So, get ready – we are – because the Alphas are coming, and they’re about to shake things up!
by Miriam Hara | Jul 18, 2023 | Business Success, Communications, Content, Marketing, Social Media
Ah, social media – the double-edged sword of our time for individuals and brands alike! On the upside, it serves as a potent platform to engage audiences, enhance visibility, and cultivate loyalty. Yet, it also conceals a complex maze of potential hazards that can rapidly tarnish a brand’s reputation. Let’s dive into the ways social media can elevate or damage brands, and share some thoughts on navigating this ever-changing landscape effectively.
The Upside: Social Media’s Power to Elevate Brands
Unprecedented Visibility
Utilizing the power of social media, your brand now has the potential to reach and engage with your target audience in unprecedented ways. Share valuable, relevant, and engaging content to amplify your brand’s visibility, extend its reach, and attract new customers.
Building a Community
Social media creates a space for people to connect, share, and interact with brands and one another. Actively participating in these online communities, fostering meaningful relationships, and nurturing a loyal following can work wonders for your brand’s long-term success.
Real-Time Customer Service
Providing real-time customer service via social media allows brands to address concerns and resolve issues promptly. This proactive approach to customer care not only enhances your brand’s reputation but also demonstrates your commitment to customer satisfaction.
Influencer Collaborations
Partnering with influencers can help your brand tap into new audiences, boost credibility, and generate buzz. By aligning with the right influencers, your brand can leverage their existing followers and create a strong, authentic endorsement.
The Downside: The Perils of Social Media for Brands
Negative Publicity
A single negative news story, review, or incident can quickly spiral out of control on social media. If not addressed promptly and effectively, this negative publicity can leave a lasting impact on your brand’s reputation and how customers perceive it.
Inconsistent Messaging
In the fast-paced world of social media, it’s easy for brands to lose sight of their messaging. Inconsistent or off-brand content can dilute your brand identity, confuse your audience, and ultimately harm your brand’s image.
Crisis Management Gone Wrong
Crisis events can quickly intensify on social media, potentially putting your brand’s reputation at risk. Ineffective crisis management can lead to a loss of trust, credibility, and customer loyalty.
Ignoring Feedback
Failing to engage with or address customer feedback on social media can result in a damaged brand reputation. Brands need to actively listen and respond to feedback, showing their customers that their opinions matter.
To effectively harness the power of social media while sidestepping potential pitfalls, it’s imperative for brands to craft a robust and detailed strategy. Additionally, investing in captivating content, maintaining vigilant oversight of their online presence, and fostering active dialogue with audiences is key. By managing social media effectively, your brand can leverage its power to connect with customers, build loyalty, and drive growth. For a quick and easy reference, you can download our Social Media Understood ebook here.
I’d love to hear your thoughts or experiences on how social media can make or break brands. Please share your insights by leaving a comment below.
