(Agencies) – Dictionary.com has officially unveiled its 2024 Word of the Year: “demure”, a term that gained widespread popularity on TikTok earlier this year. The word’s rise to fame was fueled by TikToker Jools Lebron, whose viral catchphrase, “very demure, very mindful,” captivated audiences and inspired countless replications across the platform.
Lebron’s videos often paired the term with descriptors like “cutesy” and “considerate,” offering advice on maintaining modesty and respectability in various settings, including the workplace. This playful and empowering reinterpretation of “demure” led to a surge in its usage.
Dictionary.com reported a 1,200 per cent increase in digital media mentions of “demure” between January and September 2024, along with 200 times more searches for the word on its platform. Traditionally defined as “characterized by shyness and modesty; reserved,” the word has evolved through its internet fame to represent “quiet confidence” and empowerment.
The platform noted that the word’s popularity reflects a cultural shift, moving away from the isolation of the COVID-19 pandemic toward a renewed focus on personal presentation and in-person experiences.
In addition to “demure,” Dictionary.com revealed its shortlist for 2024, which included terms like “Brainrot,” “Brat,” “Extreme Weather,” “Midwest Nice,” and “Weird.” These words highlight both the internet’s influence on modern language and broader societal trends.
Last year’s Word of the Year, “hallucinate,” reflected growing concerns around artificial intelligence. This year, the focus shifted to vocabulary driven by high internet visibility and personal identity.
With its viral rise and newfound versatility, “demure” has firmly secured its place as a linguistic and cultural touchstone for 2024.
