‘Unprecedented Times’ Is the New Normal

The afternoon Joe Biden announced his decision to withdraw from the 2024 presidential race, eight days after the assassination attempt on Donald Trump and well into a year of axis-tilting events, @DifficultPatty posted a question on X, thirsty for an answer: “Which wine pairs best with unprecedented times?”

“All of them,” replied one user.

“Apocalypse IPA,” said another. “It’s a real thing.”

Also real are the times we continually find ourselves. All devastation and disquiet. That’s the vibe of late, anyway. New historical benchmarks sprout with wild surprise on what feels like a weekly basis, and a collective mood has developed across social media that we live in a constant state of “unprecedented times.”

The phrase, now a fixture of the zeitgeist, initially shot into pop discourse around 2015 during Trump’s first presidential campaign, a campaign, you’ll remember, that fed on a specific American lust for political agitprop. It has since become shorthand for the continuous spiral of everyday reality. Not long after, as the spread of Covid-19 reengineered work and home life, the phrase further lodged itself into our shared vocabulary, recast as a convenient descriptor for an increasingly inconvenient future.

A study conducted in 2020 by The New York Times and research firm Sentieo found that the phrase saw a 70,830 percent increase in usage in corporate presentations from the previous year (outpacing du jour expressions like “new normal” and “you’re on mute”). In an article published by MIT, titled “Surviving and thriving in unprecedented times,” Christa Babcock, a CEO and alum on the business school, advised entrepreneurs to embrace the difficulty in front of them: “Expect that things will not return to the way they were and be thrilled about it.”

Only, for the rest of us, the constant, uncomfortable change was the problem.

The phrase was gaining traction offline and on. “Only difference between millennials and gen z is how many ‘unprecedented times’ u live thru before climate change swallows ur house,” @bocxtop tweeted in February 2022 when X was still called Twitter. That same year, 19 students were gunned down at an elementary school in rural Texas and California was hit with record unemployment . In grocery stories across the country, food prices steadily climbed as a result of the war in Ukraine.

Today, the phrase has magnified beyond actual meaning, a cheap emblem of our erratic cultural mood. It is uniformly used to describe just about every fresh hell that emerges, from the US election and the conflict in Gaza to the menacing threat of climate catastrophe. Living through “unprecedented times” is our new normal on social media.

Congestion pricing in New York City? “More unprecedented times is all,” Jared of @TransitTalks said on TikTok. The same went for giant spiders, a canceled Tenacious D tour, relationship break-ups, and the unraveling social unrest in the UK. Unprecedented—all of it.