As we reflect on the global comms landscape of 2024, some words have dominated regional conversations, offer a compelling insight into the collective mindset and cultural nuances of the last 12 months. These ‘words of the year’ tell us what’s been on our minds, and paint a colourful picture of humanity across the world today – with some regional quirks of course.

Without further ado, lets jump in to what some of our global partners have defined as their region’s ‘word of the year’ – no guesses that AI is high up there, but what about demure or techspagaat?

Coalition

South Africa: Red Ribbon Communications

This word dominated conversations across the country as the political landscape shifted, with no single party achieving a clear majority in the 2024 elections. In popular culture, ‘coalition’ has extended beyond politics too, symbolising teamwork, compromise, and the challenges of working together in a diverse society.

RTO

Germany: Maisberger

With more and more large companies demanding again an (almost) full-time office presence, the Return To Office has moved Germany throughout the year. Following the so-called ‘year of the home office’ in 2023, this current development has not only sparked numerous conversations about trust, flexibility, and corporate culture, but has also been present in surveys and articles about productivity in a hybrid working world across all media in the region.

AI

Italy: Imageware

Despite dominating media and conversations for years, 2024 saw AI drive discussion in Italy like never before. The use of ChatGPT and Generative AI’s deployment in journalism, publishing, and in many other fields has created a significant impact. Data released by the EY Italy AI Barometer gives an encouraging picture about the opportunities of AI in the Italian business fabric, with analysis showing that Italy is in an advanced position in the adoption of AI in the workplace, surpassing the European average of 19 percent.

Demure

USA: Brands2Life

At the height of ‘brat summer’, a new craze took over the US. The term ‘demure’ took on a new meaning after TikToker Jools Lebron coined the phrase ‘very mindful, very demure.’  The term soon dominated social media algorithms – between January and the end of August, the word saw an increase of almost 1200% in digital web usage alone.

Ampel-Aus

Germany: Adel & Link

A few weeks ago, Germany’s governing coalition of the SPD, FDP, and the Green Party, commonly referred to as the ‘traffic light coalition’ (Ampelkoalition), came to an end. The collapse, dubbed ‘Ampel-Aus’, marked a significant turning point in German politics, bringing an abrupt conclusion to the coalition formed after the 2021 federal elections. The partnership, named after the coalition’s symbolic colors (red, yellow, and green), faced increasing tensions over key policy and household disagreements, ultimately leading to its dissolution. The country is now facing early re-elections in February 2025.

Manifest

UK: Brands2Life

Cambridge Dictionary named “manifest” as its word of the year for the UK for 2024. It has taken on a new meaning over the last 12 months, related to global wellness trends centring on envisioning the accomplishment of a desired outcome with the belief that this mindset will increase its likelihood.

DANA

Spain & Portugal: Canela PR

The acronym which stands for ‘Isolated Depression at High Levels’ is a word heard from time to time during weather reports, but since the end of October, has monopolised Spanish news. Because of an unprecedented DANA, the province of Valencia experienced record-breaking floods that inundated an area of 562 square kilometres, a tenth of which is occupied by houses, businesses and infrastructures. DANA already represents more than just a meteorological phenomenon though; it means tragedy and uncontrollability, but also solidarity. It has also forced the region to be more cautious about fake news and hoaxes, as many have sadly tried to profit from such a dark moment.

ChatGPT

India: Candour Communications

Extensive adoption of ChatGPT in India saw the CEO of OpenAI, Sam Altman, visit the region to understand how and why it had been embraced so eagerly. It is now so ingrained in India’s cultural space, it is commonly used for writing, research, monetising hobbies, creative outputs, and travel planning. Suffice to say ChatGPT and India are getting along pretty nicely.

Uncertainty

Sweden and Nordics: Westmark

The year 2024 was defined by profound uncertainty in many ways, and this was particularly felt in Sweden. The ongoing war in Ukraine affected not only energy supplies, but also the broader stability of Europe, with Sweden navigating the complexities of NATO membership and regional defense commitments. Inflation, fluctuating interest rates, and fears of a global recession create a sense of unease, especially as the Swedish krona continues to struggle. On the political front, polarisation and debates around welfare, immigration, and climate policy remain central, reflecting similar divides seen across Europe.

Techspagaat

The Netherlands: En Serio

‘Techspagaat’ means the tension between technological advancements and ethical issues. The public in the region are starting to wonder: is what I am seeing/reading real? The consensus is that without AI ethics, or a clear/common code of conduct, mistrust in content is going to significantly increase.

Dissolution

France: Fabriq

In June, President Macron decided to dissolve the French National Assembly following the far-right National Rally’s strong performance in the European Parliament elections. With his own party’s majority weakened, Macron saw dissolution as a way to preserve his influence and regain control. He called for new legislative elections, in hopes of securing a majority and restoring his political authority. In 2024, the word ‘dissolution’ came to represent not just Macron’s bold political move, but also the wider turbulence in French politics.

AI

LATAM: Sherlock Communications

Much like in other leading global regions, AI has deeply influenced innovation and creation across the region, while also sparking a share of controversies. The unchecked use of AI has led to significant missteps in marketing and public relations. One notable incident involved a prominent Tier 1 media website in Brazil, which faced backlash for over-relying on the tool. Sherlock Communications’ recent report, BAD LANGUAGE, highlights the risks of using AI without human oversight – which range from losing clients to unintentionally offending audiences.