Dictionary.com names ‘demure’ word of the 2024 year
Demure Named Dictionary.com’s 2024 Word of the Year
The word “demure” has taken the spotlight as Dictionary.com’s 2024 word of the year, surpassing contenders like “brainrot,” “brat,” and “weird.” This announcement was made on Monday, with the site citing a significant increase in the usage of the word throughout the year. In fact, there was a staggering 1,200% rise in the usage of “demure” between January and August, largely due to the influence of TikToker and beauty influencer Jools Lebron.
Jools Lebron’s satirical videos, where she popularized the phrase “very demure, very mindful,” played a key role in the word’s newfound popularity. In one of her TikToks, she humorously showcases a more understated makeup look, contrasting it with exaggerated styles often seen in interviews and workplaces. This unconventional use of “demure” to describe appearances and behaviors in various settings quickly spread through social media platforms.
Notable figures like Kim Kardashian, Jennifer Lopez, and RuPaul have also embraced the trend by incorporating “demure” into their branding and social media posts. From promoting shapewear to cocktail lines, these celebrities have leveraged the word to convey elegance and mindfulness in their content.
Jools Lebron, who identifies as transgender, shared that the success of her “demure” videos has helped fund her transition journey. With over 2.3 million followers on TikTok, she has found a new level of recognition through her comedic take on the word.
Dictionary.com’s selection of “demure” as the word of the year reflects a deep analysis of social media trends and everyday conversations. This choice follows the previous year’s “hallucinate,” highlighting the impact of technology on misinformation in online interactions.
While “demure” takes the spotlight on Dictionary.com, “brat” has also garnered attention as Collins Dictionary’s word of 2024. Both words capture the essence of evolving language trends in the digital age, shaping how we communicate and express ourselves in the modern world.
