The term “demure” has been selected as Dictionary.com’s Word of the Year for 2024, reflecting its dramatic surge in popularity and cultural relevance over the past year.
The online dictionary described the annual Word of the Year as a “linguistic time capsule” that mirrors the social and cultural trends shaping global conversations. In its announcement, Dictionary.com emphasized that the word embodies how language evolves alongside society.
Lexicographers at Dictionary.com chose the word after analyzing data from news headlines, social media trends, and search engine queries. Between January and August 2024, the term saw a staggering 1,200% increase in usage across digital media.
The rise in popularity is credited to TikTok creator Jool Lebron, whose videos featuring the phrase “very demure, very mindful” went viral in early August. This redefined “demure” beyond its traditional meaning of being reserved or modest, to now also connote sophistication and refinement in public behavior and appearance.
The dictionary noted that the word’s rise coincides with shifting workplace norms, as employees return to in-office settings post-pandemic. This trend has sparked heightened interest in appearance and conduct in professional and social contexts.
Search interest for the word peaked during the week of August 18, 2024, with usage skyrocketing across platforms and over 200 lookups recorded on Dictionary.com during its peak.
Earlier, Collins Dictionary named “brat” as its Word of the Year for 2024, highlighting different cultural shifts reflected through language.
