Should brands tap into brain rot, or nah?

You’ve seen the memes, felt the symptoms, and probably even self-diagnosed after one too many hours of doomscrolling.

The phrase "brain rot" captures that uniquely modern feeling of having your attention span obliterated. Your thoughts reduced to rapid-fire, contextless snippets. And your brain marinating in the absurdity of the algorithm.

But is it actually a real problem—or just another in a long line of moral panics about technology?

And more importantly (for marketers, at least), can brands cash in?

First things first, is there, like, science behind it?

There’s no shortage of hand-wringing about what the internet is doing to our brains. Some studies suggest excessive internet use contributes to shorter attention spans, fragmented thinking, and even cognitive decline.

Others argue that rather than “rotting” our brains, digital culture is simply reshaping how we process information—rewarding speed, multitasking, and nonlinear thinking over deep focus.

Sound familiar?

Every new technology gets blamed for ruining minds—TV, video games, even novels back in the 18th century.

Internet brain rot might just be the latest iteration of this fear.

The aestheticisation of brain rot

What’s interesting about this wave of tech-induced anxiety is how willingly people lean into it.

Internet users joke about their brains being “smooth” and their fried attention spans (it’s me, I’m internet users.)

The term “chronically online” is both an insult and a badge of honour. It’s not just a mindset; it’s an aesthetic—chaotic, overstimulated, drenched in irony. 

Bright colours, rapid cuts, distorted voices, deep-fried memes, and unhinged humour dominate platforms like TikTok and Twitter (sorry, X).

If past generations feared technology-induced decay, Gen Z and Millennials have made it into a vibe.

Marketers have already cashed in

Brands have picked up on the internet’s love affair with its own supposed decline.

Instead of fighting against the culture of overstimulation, many lean in, embracing absurdist, fast-paced, and sometimes downright nonsensical content.

This isn’t just casual participation—it’s an entire marketing strategy.

For example...

Duolingo’s chaotic TikTok presence, where their mascot threatens users into learning languages.

Slim Jim’s meme-heavy strategy, built around a cult-like “Long Boi Gang” community.

Pop-Tarts’ sh*tposting approach, where their social media presence is more unhinged friend than corporate brand.

These brands understand that the key to thriving in brain rot culture is to speak its language—fast, irreverent, and deeply self-aware.

How brands can leverage the trend (without looking desperate)

So, how can brands tap into internet brain rot without cringy, try-hard attempts to be “hip with the kids”?

Understand the humour before using it. Nothing is worse than a brand misusing meme culture and getting ratioed for it. Do your damn homework.

Embrace chaotic, low-effort (but high-engagement) content. Think less polished, more reactive. Real-time memes and unfiltered responses win in this space.

Don’t force it. If brain rot aesthetics don’t fit your brand, don’t fake it. Consumers can smell inauthenticity from a mile away.

Acknowledge the absurdity. A self-aware approach—playing along rather than trying to be “one of the cool kids”—resonates best.

Experiment with tone. Not every brand should go full sh*tpost, but leaning into casual, chaotic humour can humanise your presence.

Whether internet brain rot is a legitimate cognitive crisis or just a meme, it’s shaping how people engage with content.

The way consumers process information is changing, and smart marketers will adapt (without treating their audience like mindless drones).

Instead of fighting the wave, the best brands ride it, finding ways to be entertaining, engaging, and just unhinged enough to stay relevant.

Because in the end, if attention spans really are disintegrating, the worst thing a brand can do… is be boring.

-Sophie, Writer