Warning issued over ‘brain rot’, the 2024 habit that’s ‘on the rise’

Doctors are warning those guilty of a bad habit that’s booming in popularity to be careful, as it can seriously damage our brains.

Doctors are issuing a warning after “brain rot” was chosen by the Oxford University Press as its word of the year.

The phrase has boomed in popularity among Gen Z, largely as a direct result of young people’s lack of moderation when watching online material.

Far from being just a new slag word, the term refers to the potential medical impacts of continuously scrolling through social media apps like TikTok, Instagram and Twitter – a habit known as “doom scrolling”.

According to Oxford University Press, Brain rot is defined as “the supposed deterioration of a person’s mental or intellectual state” after the overconsumption of material considered to be “trivial or unchallenging”.

‘brain rot’ was chosen by the Oxford University Press as its word of the year as the habit is ‘on the rise’. Picture: TikTok/jellyroots

So can endless scrolling of social media and other online content actually rot our brains? Many experts believe it can, including Sydney medical practitioner Dr. Zac Turner, who specialises in preventive health and wellness.

“Let’s clarify: your brain isn’t literally rotting like a forgotten sandwich in the back of your fridge, but prolonged digital overconsumption can dull cognitive function,” he told news.com.au.

“Neuroscientific studies, such as one in Frontiers in Psychology (2023), have shown that endless passive consumption of trivial content can lead to what’s called neuroplastic atrophy. “Translation: your brain gets lazy. Instead of building robust neural connections through challenging activities like problem-solving or learning, it weakens from too much ‘mindless swipe and scroll’.

“It’s like feeding your brain a steady diet of candy when it’s begging for veggies and protein. “The result is reduced attention spans, impaired memory, and difficulty focusing — a phenomenon sometimes nicknamed ‘digital dementia’.”

Behavioural neuroscientist Dr. Kyra Bobinet, author of Unstoppable Brain, supported Dr Zac’s views, stating that there is a growing awareness of brain rot and its consequences.

“It’s in the zeitgeist that people have difficulty with their attention span. They feel brain foggy, they [have] less concentration … They can’t do deep work,” the California-based expert told Fox News.

“And then there’s also this epidemic of loneliness that has been kind of sitting on the heels of this, because we can’t really focus on anything, including relationship-building.”

2024, the year of ‘brain rot’ prominence

It’s this rise of digital overconsumption that has seen many share their fears around the impact this modern habit is having on bodies and minds.

Oxford University Press said its experts noticed that use of the term “increased in usage frequency by 230 per cent between 2023 and 2024”.

“The first recorded use of ‘brain rot’ was found in 1854 in Henry David Thoreau’s book Walden, which reports his experiences of living a simple lifestyle in the natural world,” the publication reported.

“As part of his conclusions, Thoreau criticises society’s tendency to devalue complex ideas, or those that can be interpreted in multiple ways, in favour of simple ones, and sees this as indicative of a general decline in mental and intellectual effort: ‘While England endeavours to cure the potato rot, will not any endeavour to cure the brain-rot – which prevails so much more widely and fatally?’.”

Gen Z and Gen Alpha popularise term

The term has taken on new significance in the digital age, especially as it gains traction on social media platforms among Gen Z and even Gen Alpha users.

As a result, brain rot is now seeing more widespread use, as many accept its effects can have a lasting toll.

“Picture your brain like a sponge. Instead of soaking up enriching experiences or meaningful knowledge, it’s inundated with fluff — reels, TikToks, and drama that your great-grandparents would call ‘a waste of good daylight’,” Dr. Zac said.

“Excessive screen time, especially doom scrolling, has been linked to heightened stress, anxiety, and depression.

“Studies published in Nature Communications (2022) show that constant exposure to negative online content dysregulates your stress response, increasing cortisol levels (that pesky stress hormone).

“Think of it as marinating your brain in negativity soup. Plus, prolonged sitting while scrolling is a one-way ticket to neck pain (dubbed “tech neck”) and reduced physical activity.”

While your brain isn’t literally rotting the term refers to prolonged digital overconsumption which can dull cognitive function. Picture: TikTok/theconsciouspsychologist

It’s the dreaded effect of another popularised term, ‘doom scrolling’. Picture: TikTok/kitt.koma

Dreaded effects of doom-scrolling

Similarly, experts have also warned about the downsides of doom-scrolling, which some have described as a harmful form of self-sabotage with far-reaching consequences – including poor sleep.

“Imagine your brain has a nightly housekeeping team, tidying up memories, repairing neurons, and basically keeping you functional,” Dr. Zac explained.

“When you skip sleep to scroll, that crew clocks out early, leaving your mental workspace cluttered.

“Sleep deprivation affects memory, decision-making, and emotional regulation, leading to a frazzled, foggy, and frankly cranky version of yourself.”

He also warned that blue light emitted by phones also messes with sleep quality.

“It suppresses melatonin, the hormone that helps you fall asleep,” he shared.

“Research from Sleep Medicine Reviews (2021) highlights that just two hours of screen exposure before bed can reduce your melatonin production by 23 per cent, effectively tricking your body into thinking it’s party time instead of bedtime.

“The result is more sleepless nights and grumpier mornings.”

How to beat a social media addiction

Dr. Zac said it was important not to demonise social media, but said there are several “brain-saving hacks” to help ease the effects of screen-time.

- Move your apps off your home screen: Out of sight, out of mind. Hide Instagram, TikTok, and Twitter (or X, or whatever it’s called now) in a folder. This simple act creates a microsecond of hesitation that can disrupt autopilot scrolling.

- Set screen time limits: Use app timers or your phone’s digital wellbeing tools. When that timer pops up, imagine it’s me—your friendly doctor—sternly telling you to stop.

- Doom scroll with intention: If you must scroll, set a goal. Are you looking for news updates? A cute dog video? Once you’ve found it, log off.

- Schedule screen-free zones: No phones at dinner, in the bathroom (yes, I see you), or during your sacred pre-sleep wind-down.

- Engage in offline hobbies: Read a book, take a walk, or do literally anything that doesn’t involve your thumbs and a screen. Research shows that spending just 20 minutes in nature can lower stress and boost mood (Environmental Research, 2022).

- Practice the two-minute rule: If you’ve been scrolling for more than two minutes without a clear purpose, it’s time to stop. Stand up, stretch, or do something productive like refilling your water bottle.