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Brain Rot is Taking Over: Why Simplicity Wins the Masses, but B2B Decision Makers Need More
Oxford chose ‘brain rot’ as the Word of the Year in 2024, perfectly describing the digital exhaustion we’re all feeling. Brain rot refers to the tiredness caused by the constant flow of low-quality content on our screens. Viral videos, clickbait headlines, and endless scrolling don’t require much thinking but leave us with a bitter feeling as if we’ve spent a lot of time online without learning anything meaningful. While people feel this void, they continue to prefer fast and simple content. Thus, it’s clear that the way we interact with brands, and how brands communicate, needs to change.
This brief article seeks to explore the changing media habits of individuals worldwide. We will also examine how these shifts in behavior and preferences will shape how brands must adapt to remain relevant and avoid becoming obsolete or ignored.
The decline of quality, in-depth media content
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As brain rot is taking over, digital fatigue continues to grow. Thus, we’re seeing a shift in how people engage with content. Traditional news outlets, without exception, are losing influence. Some have seen only a slight decline (e.g., BBC News, Al Jazeera, Sky News, and The New York Times), while others have experienced a dramatic drop, with audience numbers plummeting by over 30% compared to three years ago (including Bloomberg, The Economist, Financial Times, Huffington Post, Business Insider, and Vibe).
Source: Human Centric Group elaboration on GWI Core 2021-2024 global data (54 countries covered)
Brain rot is taking over and the landscape is changing: a shift across all media channels
The real shift isn’t just about the decline of traditional media. It’s happening across all platforms that require meaningful engagement. People now prefer quick, easily consumable content that offers faster gratification with less effort.
Source: Human Centric Group elaboration on GWI Core 2021-2024 global data (54 countries covered)
Despite the common belief that we’re consuming more social media, podcasts, and on-demand content than ever, current data tells a different story.
While time spent online on mobile has increased compared to three years ago, the trend is driven largely by passive browsing with no specific objective. Every other media type—whether through social media, press, podcasts, or on-demand videos—has seen a decline in active consumption. Even as we are more connected than ever through devices like smartwatches, health-tracking gadgets, and smart cars, the act of engaging with content has become more passive.
Interestingly, even within podcasts, which are seeing significant momentum, the most popular genres are far from the typical content we might expect in the business world. Comedy, music, TV & film dominate the space. Instead, food & drinks, news & politics (pushed by the recent Presidential Elections), and gaming growing quickly.
Source: Human Centric Group elaboration on GWI Core 2023-2024 global data (Media data-set, 54 countries covered)
Local trends: podcasts in European markets
Despite the global trend toward passive consumption, podcasts continue to rise in Europe. However, they have not yet reached the maturity seen in other regions, like South America or the Middle East.
Source: Human Centric Group elaboration on GWI Core 2021-2024 global data
The interesting insight however is that, while for the general population, the most popular genres are in common with the ones seen previously, the situation changes substantially when we look at key decision-makers and their preferences tend to change according to the type or role and responsibility they have inside the company.
Preferred Genre
Below is a sum up of the most over-represented genres per role/responsibility in Europe, with a relative index.
Source: Human Centric Group elaboration on GWI Core 2021-2024 global data. An index is a number that compares a specific value to the population average. 100 indicates that the value is aligned with population average, while for example an index of 120 means the value is 20% higher than the average, and an index of 80 means it is 20% lower than the average.
Business & Finance is the dominant genre for nearly all roles, underscoring the importance of financial and business-related content across different leadership positions. News & Politics also appears frequently in the top three genres, particularly for Company owners, General Management, and Buyers (general), indicating a strong interest in staying informed about current affairs and political developments.
However, as we look closer at specific roles, there are noticeable differences. For instance, Developers/computer engineers have a strong preference for Technology (index of 278). Gaming follows (index of 193), showing their focus on tech innovations and entertainment. Similarly, Buyers in IT and tech products/services prioritize Technology and Business & Finance, reflecting their role in sourcing and managing technological investments. Sustainability and energy management professionals lean towards Business & Finance and Technology, with an emphasis on practical solutions and strategies within these fields.
Meanwhile, Sales professionals are more inclined toward Gaming and Advice & self-help, suggesting a shift towards entertainment and personal development. HR leaders show a preference for Parenting & family and Travel. This data could reflect the growing interest in work-life balance and employee well-being.
Brain rot is taking over: Implications for brands
For mass brands, the key takeaway is simple: the simpler, the better. Focus on one core value and stick with it. There’s no need to be overly emotional or too deep in your messaging. In fact, the more grounded and straightforward, the better. Consumers are fatigued by an overwhelming amount of content. Thus, the best way to stand out is by delivering a clear, simple message they can easily connect with.
However, for more niche or B2B-focused brands, it’s more difficult.
On one hand, there is still a need for deeper content that provides tangible value. Decision makers, particularly in smaller markets or specialized sectors, are actively seeking meaningful, actionable insights.
On the other hand, the same simplicity trend also influences them, just like the general mass. These business leaders consume quick, short-form content that delivers instant gratification. If the information they get is too much, their receptivity decreases, and they may forget everything they’ve heard.
Thus, the approach must adapt to modern consumption habits even in the B2B space, where the demand for quality content is high. Business leaders are selective about the content they engage with. They seek insights that they can immediately apply to their professional lives. This is where specialized podcasts offer value: they must be structured around one key topic and one key message. You can explore that topic from different angles, but trying to convey too many pieces of information in one go will lead to disengagement.
As brain rot is taking over, “less is more” has never been more relevant. Brands that learn how to simplify and sacrifice unnecessary information will be the ones who emerge as the biggest winners in this evolving landscape.
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