Dictionary.com has named its 2024 Word of the Year: demure. The term, which has long been associated with modesty and quiet elegance, has taken on a fresh, modern twist thanks to TikTok and social media trends.
The word shot into the spotlight earlier this year when TikTok creator Jools Lebron, who now boasts 2,3 million followers, popularized the phrase “very demure, very mindful” in a series of viral videos.
From subtle workplace style to calm, poised travel behavior, Lebron’s take on demure inspired a shift toward understated sophistication. In the wake of her viral content, the word resonated deeply with digital audiences, sparking countless recreations and memes that made demure a buzzword for the year.
Traditionally defined as “characterized by shyness and modesty; reserved,” demure now carries a more dynamic meaning. Thanks to Lebron’s trend, it’s become synonymous with refined elegance and intentional mindfulness, qualities embraced in various contexts, from personal fashion to public demeanor.
According to Dictionary.com, the surge in popularity is undeniable. Searches for demure on their platform spiked by 1200% between January and September, and the term appeared 200 times more frequently in digital media compared to previous years.
Share your thoughts on this article and join the conversation on Twitter or Facebook.
