South Africa, March 31 -- Presenting the trends, Lesego Kotane, MD of Yellowwood and TBWA chief strategist, explains that cultural movements are not about chasing the latest fad, trending topic, or buzzword.

"Culture is substantial and long term and there is a distinction between cultural moments and movements," he says.

"If you type cultural movements into Google, it auto-corrects it to cultural moments.

"This is telling as it shows how cultural movements and substantial ideas have devolved into short-lived experiences that keep us glued to our screens."

Everything looks the same

It is no wonder he says that Oxford's 2024 word of the year was brain rot.

"It symbolises what we've become - we are not thinking, not applying ourselves ...