Each year, the retrospective analysis released by Google serves as a reflection on the personalities and subjects generating the most interest over the preceding twelve months. This year, as the United States gears up for major elections, Donald Trump has emerged as the undeniable focal point of online searches. Interestingly, Trump's search interest has surpassed not only other political figures but also the heads of state or government in 22 EU member nations. Only Spain, Italy, Slovakia, and Hungary have witnessed their leaders garnering more search interest than the former president. The interest was equally shared between Dick Schoof and Trump in the Netherlands.
Internationally, the American elections overshadowed the European elections held earlier this year, with searches for the keyword "elections" spiking primarily for the French elections. While races like those in India, Mexico, and Indonesia struggled to capture the same level of interest, Trump's presence dominated Google searches.
True to form, global sporting events sparked significant online searches, with the Copa America, the UEFA European Championship, and the ICC World Twenty20 ranking among the most queried topics. Following closely behind the elections, other trending subjects included extreme heat waves, the Paris Olympics, Hurricane Milton, attempts on Trump's life, and the monkeypox outbreak, demonstrating the wide-ranging interests of internet users.
When it came to personalities, Trump led followed by Catherine Middleton, the Princess of Wales, then Kamala Harris, Olympic boxing star Imane Khelif, and the current President Joe Biden. The trends suggest not only popularity but shifting cultural narratives as other pressing issues such as the wars in Ukraine and Gaza—which topped search interests for the last two years—have slipped from the spotlight.
Just as Google’s Year in Search unveiled political curiosities, it also showcased influential fashion trends marking 2024. Buzzing through social media feeds, aesthetics driven by the so-called "Mob Wife" and "Brat Summer" have taken center stage. At the forefront, the "Mob Wife" look, embraced by celebrities like Jennifer Lopez and emphasized by fashion houses like Miu Miu, harkens back to the glamorous yet subversive styles of Italo-American mafia wives from the 90s. Featuring luxurious furs, animal prints, oversized sunglasses, and opulent accessories, this trend speaks volumes of the shifting dynamics of fashion back to nostalgic roots.
Not far behind, the "Brat" aesthetic, hugely popularized by British singer Charli XCX's album, captures the essence of pop culture fused with Y2K fashion and techno influences. The elder styles, with their modern twists, include more refined aesthetics like "coquette" and the "Coastal granddaughter," the latter being viewed as the preppy wardrobe’s relaxed iteration.
The resurgence of vintage jeans signifies the abundance of early 2000s styles simmering back to life, with baggy jeans boasting skyrocketing interest due to their casual flair. Notably, the skinny jean's return—once criticized and now reimagined—finds its way back onto the runways, aided by collections from Balenciaga, Miu Miu, and Hermès. Other fashion staples gaining traction include tights, baggy pants, and cargo trousers, along with statement shoulder pads making their presence felt once again.
Simultaneously, 2024 embraced the return of childhood icons; Google searches revealed the nostalgia-infused Barbie DreamHouse alongside the timeless Lego sets and PlayStation gaming. Surprisingly powerful this year, tech gadgets have also found their place as indispensable everyday items. The Dyson Airwrap™ continues to shine for its versatility, allowing users to curl, straighten, and dry hair without heat damage—a favorite among beauty enthusiasts. Meanwhile, the Google Pixel Buds Pro 2 have distinguished themselves with exceptional sound quality and comfort.
On the beauty front, trends are capturing attention online. The e.l.f. Halo Glow Liquid Filter witnessed searches soaring by 5,000%, driving significant interest. Its lightweight formula and illuminating finish cater perfectly to those seeking fresh, natural looks. Similarly, brands like Milk Makeup and Maison Margiela have captivated audiences with breakout products including the Milk Cooling Water Jelly Tint and innovative unisex fragrances.
Beyond beauty, wellness products have surged as individuals sought relaxation and self-care. Portable massage devices have topped queries as users look for easy ways to relieve muscle tension after long days or workouts. White noise machines have gained popularity too, creating serene atmospheres conducive to restorative sleep—tools like the Dodow have captured attention from health-conscious consumers.
Lastly, Google’s 2024 trends shed light on shifting interests in home decor and lifestyle products. Autonomous gardens have boomed as essentials for individuals lacking green thumbs, paired with smart home innovations like the Google Nest Hub and Google Nest Cam security cameras offering modern safety solutions. Trends lean toward playful items like retro towels and whimsical children’s lamps, reflecting society's returning fondness for vintage aesthetics.
Overall, Google’s Year in Review serves as both a reflection and prediction of cultural currents, illustrating how the collective lens of society has shifted throughout the year. With these insights, one can't help but wonder what trends will capture our attention next as we head boldly toward the future.