Dictionary.com Names 'Demure' as 2024 Word of the Year

The term saw a surge in popularity after TikToker Jools Lebron’s viral videos redefined its meaning in modern culture.

The word 'demure,' traditionally meaning modest or reserved, experienced a 1,200% increase in digital media usage in 2024, according to Dictionary.com.
TikTok creator Jools Lebron popularized the term with her viral phrase 'very demure, very mindful,' which resonated widely across social media starting in August.
Lebron’s videos, blending satire and commentary on public behavior, inspired millions of recreations and elevated the word’s cultural relevance.
Dictionary.com highlighted the evolving meaning of 'demure,' associating it with quiet confidence and intentional personal presentation in a post-pandemic world.
The word was chosen over other shortlisted terms like 'brainrot,' 'brat,' 'extreme weather,' and 'Midwest nice,' reflecting its significant cultural impact.