The word “demure” has officially claimed the title of Dictionary.com’s 2024 Word of the Year, following a meteoric rise in usage and cultural relevance sparked by a viral TikTok video. The announcement, reported by ABC News, highlighted how the word transcended its traditional meaning to become a symbol of social commentary and online discourse.

Origins of the viral phrase

The surge in popularity began with TikToker Jools Lebron, a transwoman, whose sarcastic August 2024 video humorously dissected societal expectations for women in the workplace. In the video, Lebron quipped, “You see how I do my makeup for work? Very demure. Very mindful. I don’t come to work with a green-cut crease. I don’t look like a clown when I go to work. I don’t do too much. I’m very mindful while I’m at work.” The phrase “So demure, so mindful!” quickly resonated with audiences, turning into a viral mantra and inspiring memes across social media platforms.

A cultural phenomenon

The impact of Lebron’s video went beyond TikTok. Major organizations, including the White House and NASA, embraced the trend in promotional campaigns. The official White House account joined the conversation with a post showcasing President Joe Biden, captioned: “Cancelling the student debt of nearly 5 million Americans through various actions. Very mindful. Very demure.” Even major brands and pop culture divs used the phrase, solidifying its place as a defining moment of 2024’s digital culture.

The rise of “demure”

Dictionary.com noted a staggering 1,200% increase in mentions of “demure” across digital media, while searches for the term on the platform skyrocketed by 200 times. The word, traditionally defined as “characterized by shyness and modesty; reserved,” took on new life as a symbol of irony and modern workplace critique. “The Word of the Year isn’t just about popular usage; it reveals the stories we tell about ourselves and how we’ve changed over the years. And for these reasons, Dictionary.com’s 2024 Word of the Year is ‘demure,’” the platform stated.

The shortlist: Other contenders

In addition to “demure,” Dictionary.com released its shortlist for the Word of the Year, reflecting the diverse themes that dominated cultural and linguistic trends in 2024. The contenders included:

• Brainrot: A term often used online to describe obsessive thoughts or hyperfixation.
• Brat: Reflecting a resurgence of irreverent and self-aware humour.
• Extreme Weather: Highlighting the climate-related events that shaped global headlines.
• Midwest Nice: A nod to the cultural stereotype of politeness associated with the American Midwest.
• Weird: An increasingly popular term reflecting societal shifts in embracing individuality.

A word that tells a story

Dictionary.com’s selection underscores how language evolves alongside cultural moments, capturing the zeitgeist of a rapidly changing world. In 2024, “demure” became more than a word—it became a conversation about identity, expectations, and societal norms, all wrapped in the power of virality.