As ’brain rot’ rises, food & drink can offer calm and clarity

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‘Brain rot’ was named the Oxford Dictionary’s word of the year in 2024, highlighting the mental and intellectual decline caused by overconsuming digital content, says Jonny Forsyth, senior director of Mintel Food & Drink Research

Technology is flooding our lives with information while eroding our attention spans. So it’s no surprise that ‘brain rot’ was named the Oxford Dictionary’s word of the year in 2024, highlighting the mental and intellectual decline caused by overconsuming trivial digital content.

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