Author: Wanju Lee – Media & Audience Lead, ANZ Bank

Each year, certain words capture the zeitgeist of our collective experience. This year, that word is “brain rot.” In yet another example of how digital communities are shaping broader cultural discourse, brain rot captures the feeling of mental fatigue and decay that comes from mindless scrolling and an addiction to increasingly passive consumption of quick, over-simplified, and often low-quality content.

It’s not just about boredom or procrastination; it reflects a growing anxiety about the quality of what we consume and its impact on our mental, emotional, and collective well-being.

In many ways, the term is a reaction to this point in time in the digital age and the commercialisation of attention. Social media platforms, video streaming services, and news outlets have been accused of prioritising addictive engagement over meaningful interaction. The result? A generation that feels overstimulated but undernourished, intellectually and emotionally.

One look at the comments section of any online content proves why this is a broader issue. Spaces that could foster meaningful discussion have devolved into divisive, rigid, and hostile “us vs. them” screaming matches, fuelled by shallow and sensational packaging of complex political and social issues.

Misinformation at scale is thriving thanks to the growing use of unchecked “AI hallucinations” (factually incorrect, logically inconsistent, or entirely fabricated machine learning outputs).

Like many cultural issues, this also disproportionately affects vulnerable and marginalised groups. Regardless of your stance on the much-debated under-16 social media ban in Australia, we cannot overlook the negative impact social media can have on young people.

As advertisers, we must take part of the blame for creating this ecosystem, but we can also recognise that we have the power to be part of the solution. In fact, it is our responsibility to do so.

Advertising remains one of the most democratic and widely accessible forms of communication – one that reaches people across demographic divides, regardless of income, education, or background. It is arguably one of the most egalitarian mediums we have, providing opportunities for the smallest of brands to communicate with vast audiences.

As one of the most pervasive forms of media in the world, advertising reflects society and shapes cultural narratives. Because of this broad accessibility, advertising holds incredible potential for good and an ethical responsibility we cannot take for granted.

As of November 2024, online advertising spend in Australia has increased 12.1% year-on-year, according to the IAB, with total advertising expenditure for the quarter totalling $4.2bn. This money can and should fund responsible advertising and media practices, building and supporting sustainable advertising frameworks and initiatives that hold the industry to higher standards of accountability.

It’s at this point in the conversation that sceptics will chime in with a ‘yeah, but how will this grow revenue or increase sales?’. Here’s where we could talk about how purpose-driven companies witness higher market share gains and grow on average three times faster than their competitors while achieving higher employee and customer satisfaction, according to a recent Deloitte study.

But why shouldn’t the pursuit of positive change be a worthy goal in and of itself?

Brands and marketing have a pivotal role in addressing brain rot. By prioritising thoughtful, enriching, and responsible content, businesses can help foster a healthier digital environment – one that inspires, educates, and connects rather than divides or devalues.

This not only benefits consumers, enhancing their engagement and emotional well-being, but also strengthens brand trust and loyalty, ultimately driving long-term business success.

By stepping up and using their platforms with intention, brands have the opportunity to shape a more thoughtful, sustainable cultural landscape, proving that purpose and profit are not mutually exclusive.

People in this industry are dynamic, resourceful, and creative by trade. Who better placed to go up against brain rot and make a positive change?