Congratulations, content fam: we made it to December.

It’s about that time when every dictionary reveals their “Word of the Year,” the one term or expression that best defines everything that’s happened in our culture over the past 12 months. For 2024, Dictionary.com has chosen the word “demure.” Merriam-Webster selected “polarization.” Collins thinks its “brat.” Oxford, with zero chill as always, went with “brain rot.”

That got us thinking: if we had to choose, what would our Word of the Year be? In that tradition, we each decided to reflect back on the year that was 2024, and choose a single word or phrase that defines how we’ll always remember it. 

(What's your word of the year? Tell us in the comments.)

Aashish Arora, interactive designer:

 Oxford pretty much stole the words from my mouth. “Brain rot” has become my go-to description for anything that feels mind-numbing or overstimulating. Whether it’s endless TikTok scrolling, rewatching the same comfort shows, or ironically embracing cringe trends (”I like my SOOTCASE!”), I think the term captures a collective feeling of how we’re indulging in content that’s both entertaining and exhausting. It’s everywhere — memes, casual conversations and even as a self-aware critique of our own habits. For me, “brain rot” isn’t just slang; it’s a cultural mood.

Michelle DaSilva, content strategist:

My 2024 word is “control,” mostly because for the better part of the year, I didn’t feel like I had it. As a new mom, I really had to surrender control to my son — his sleep (or lack thereof), his temperament, when he was going to hit developmental milestones like walking, and his schedule I had so perfectly designed in my head. Securing a daycare spot in Toronto also felt like a test of relinquishing control. When we secured one in the fall and I returned to work, I felt like I had a semblance of control and balance in my life for the first time in well over a year. That’s about to change again next spring, as our family prepares to welcome another baby. Control, like sleep and balance, will be going out the window – but this time, I’m better prepared and know not to fight it, because it’ll return eventually.

Kyle Fulton, podcast producer:

MJ Lenderman’s excellent LP Manning Fireworks was a constant companion of mine in 2024, and, like many other dude rockers, I found myself spending an excessive amount of time contemplating a lyric from the standout track “Wristwatch”: “I’ve got a houseboat docked at the Himbo Dome,” he sings with equal parts pride and heartache.

Immediately, the questions started to pile up in my head: What’s a “Himbo Dome?” Where is it (Reddit has suggested possibly in Arizona)? Should I get a houseboat? And while I never got conclusive answers to these questions, I think that's okay. Maybe my lesson from 2024 is that some things are better left unknown. Maybe the real Himbo Dome is the friends we made along the way.

Jenna Zaitchik, creative lead:

“Progression” is my word because it captures my journey this past year — starting a new job here at GCS! To be honest, I truly loved my previous job, and I was great at it. But I realized that in order to grow, I needed a new challenge. So, I took a leap into a totally different industry, embracing the process of development and moving forward. The shift has been a challenge, and sometimes I do miss the comfort of my old job, but I have also welcomed the opportunity to learn and evolve.

Jordan Chittley, senior editor:

Mine is “renovate.” My family had to move twice in 2024, out of our real home and into a rental, so that we could complete a big renovation. It was a process that took nine months and involved about a million decisions (not to mention having to learn about the entire construction process, something I knew nothing about when we began). It was a confusing year and there are still some things to do, but we are finally back in our house… and hopefully I never have to move again.

Katherine Scarrow, manager of creative strategy:

My 2024 word? ”Chilly.”* Not because I’m cold-hearted (though ... some might argue), but because I brought a blue, saxophone-playing hockey dog mascot to life this year. Convincing the Dundas Minor Hockey Association to greenlight a mascot was a bit of a Hail Mary, but we pulled it off. Chilly debuted with a naming contest and became the star of my Discover Dundas with Chilly Instagram series — a quirky side project where I get to play storyteller. From brewery visits to library scavenger hunts, Chilly’s been busier than me this year — and honestly, I’m not even mad about it.

Kiran Rana, manager of content and podcast strategy:

As a new mom returning to work (and into a new role in the Studio), I am constantly thinking about or talking about “time.” From groggily whispering “what time is it?” during those delirious middle-of-the night wake ups to the frantic “WHAT TIME IS IT?!” as **I adjust to the new morning routine of getting a whole tiny human up, fed and out the door before my workday starts, conversations about time have infiltrated every aspect of my life. There’s the time-blocking of my calendar in an attempt to hold onto structure, and the mental workback every working parent knows of ensuring a very long, ever-changing checklist gets done on time (or close to it). It’s been the biggest adjustment of my life and a humbling one for someone who relishes control. But in all the chaos, my little boy will do something entirely simple, yet new for him, and I will think to myself, “where did the time go?”

Shazia Khan, social media and insights lead:

I may not be the most qualified person here to talk about pop music - my Spotify Wrapped just told me I had a pretty heavy “Cyberpunk Noise Mathcore” phase this year, FYI - but even I couldn’t deny the pull of “Swiftonomics” in 2024. Some scoffed when newspapers began hiring Taylor Swift reporters(which I found vaguely insulting: I mean, she’s juiced NFL ratings, antitrust action, creative control and local economies basically all over the world. Beat reporters exclusively cover brands with far less impact than that, so why not hers?)

Anyway, while I’m certainly not stan enough to justify spending unconscionable amounts of money or time scoring Eras Tour tickets (in fact…I may have avoided the downtown core entirely when Swifties descended upon Toronto), it was kinda nice to float in the zeitgeist as teen fans, local shopkeepers, seasoned politicians and market analysts all came together to recognize the Swift effect. At a time when it feels like we’re all more fractured than ever, it’s nice to know that there are still some big cultural moments that we can all collectively witness.

Sean Stanleigh, head of Globe Content Studio:

“It's anti-tech. It's quiet luxury. It's brown, and it's everywhere,” read the Washington Post headline in early September. “From the catwalks to paint choices, brown is enjoying a rare moment as the color du jour.”

You know what I say to that? “Uh, no.” With apologies to our esteemed designer Aashish Arora, who may or may not have brown Crocs (double whammy!), I prefer at least a half-dozen other colours when it comes to choices related to fashion, furniture, paint or any other inanimate object. It became a running joke on our team. I couldn’t escape it because we leaned in hard on brown to anchor several content campaigns – and yes, everyone very much enjoyed the colourful (get it?) rants that accompanied each reveal. But fear not! The year of purple is close at hand. I can feel it.

[Editor’s note: Pantone has since officially announced its Colour of the Year for 2025. It’s… brown. Sorry, Sean.]

Shazia Khan is the social strategist for Globe Content Studio.