“𝗥𝗮𝗴𝗲𝗯𝗮𝗶𝘁” was just named Oxford’s Word of the Year, and it says more about the future of marketing than we think.
Across platforms, algorithms increasingly reward emotional intensity over accuracy, nuance, or value. Even Google’s experimental AI headlines are drifting toward exaggerated, click-driven language. We’re watching the internet tilt toward content engineered not to inform… but to provoke.
So what happens when outrage becomes the most effective lever for visibility?
Early academic work shows that anger spreads faster than any other emotion online. Advertisers follow attention, and if rage drives engagement, the incentive to lean into emotional extremity only grows.
The challenge for brands is do they optimize for what the algorithm rewards, or redefine what ethical, sustainable engagement looks like?
Ragebait may drive clicks, but trust builds long-term loyalty. How brands balance the two will shape how consumers remember them.