Welcome to Our Dictionary for the Future: The 2024 'Predictionary' Launches

Day One Agency is back with its fourth-annual Predictionary, part-prediction, part-dictionary, six words that will define the year ahead.

The Predictionary is the brainchild of Day One Agency creatives who are deeply connected to and inspired by the cultural trends that shape our view of the world - and ultimately inspire our breakthrough work for clients like Chipotle, Amex, E.L.F Beauty, Lyft, Nike and more.

This year the Predictionary takes you through three chapters exploring 2024’s key questions: Why is it so difficult to understand what’s happening and/or popular on the internet (Alternet Reality)? How do we break out of cultural “mid-iocrity” (Too Mid to Fail)? How will we navigate the shifting dynamics of fandom (The New Stan-dard)?

For the full report, click here. You can also see below for the full list of Predictionary words and definitions.

CHAPTER 1 - ALTERNATE REALITY:  

Data Dissonance — The disconnect between the data used to tell stories about culture and culture itself.

Ad Nauseam — The disorientation and annoyance caused by the overcommercialization of the feed.

CHAPTER 2 - TOO MID TO FAIL

Zombie IP — A franchise or talent that lives long past its expiration date.

Double Clique — An IYKYK, tight-knit community marked by intentionality, friction, and exclusivity.

CHAPTER 3 - THE NEW STAN-DARD

Ephem-era — A fleeting trend that reaches critical mass but doesn’t equate to true “fandom,” substantive community or meaningful value.

Open-Source Entertainment (OSENT): — A new era of UGC, in which fan-created spinoffs are generated at a faster pace and greater volume than artistic and brand creative.