“Demure” Named Dictionary.com’s Word of the Year 2024 Following Viral Trend
3 min read
Dictionary.com has crowned demure as its Word of the Year for 2024, citing its meteoric rise in usage and cultural significance. The term, which traditionally describes shyness, modesty, or reserved behavior, took on a new life after going viral on TikTok earlier this year.
The Viral Origins of Demure
The surge began in August when TikTok creator Jools Lebron posted a video emphasizing modesty and mindfulness in professional and public settings. In the now-viral clip, she explained how to maintain a polished and respectful demeanor at work, coining the tagline: “Very demure, very mindful.”
Jools LeBron (1.3M TikTok) is the viral creator of the “demure” trend
— Danielle (@DLVermeer) August 14, 2024
It popped off 1 week ago & now feels like it’s everywhere pic.twitter.com/dZHXOX6k8d
Her 38-second video resonated with millions, amassing over 54 million views and sparking a trend that encouraged others to share their interpretations of demure behavior. Celebrities like Jennifer Lopez, Jenna Ortega, and Jamie Lee Curtis jumped on the trend, further amplifying the term’s reach. By the end of August, Dictionary.com reported a 1,200% increase in usage of the word in digital media and a 200-fold spike in searches on its platform.
Redefining Demure
While traditionally associated with reserved or shy behavior, the viral trend expanded the definition of demure to include quiet confidence and empowerment. The word came to symbolize a mindful, composed approach to personal presentation, particularly in professional or formal settings.
Lebron’s viral videos exemplified this broader meaning, encouraging viewers to be thoughtful about their appearance and actions without overdoing it. Her commentary, such as “I don’t come to work with a green cut crease… I’m very mindful while I’m at work,” became a defining moment for the trend.
Dictionary.com’s lexicographers highlighted demure’s influence on online conversations and its real-world implications. They stated, “Following an in-depth analysis of data — from news headlines and social media trends to search engine insights — we identified demure as the word that left a significant mark on 2024.”
https://t.co/UXHZisA5Bw crowns “demure” as the Word of the Year. pic.twitter.com/BswRFvT825
— Pop Base (@PopBase) November 25, 2024
The phenomenon also sparked debates. While many embraced the term’s newfound popularity, others criticized its association with TikTok culture. Comments like “Stop trying to make ‘demure’ happen” and “So TikTok is controlling the dictionary now?” underscored skepticism from some corners of social media.
Demure faced stiff competition for the Word of the Year title. Other contenders included brain rot,
Broader Trends in Word of the Year Selections
Dictionary.com is not alone in celebrating the influence of words. Earlier in November, Cambridge Dictionary named manifest as its Word of the Year. Meanwhile, Oxford University Press opened voting for its selection, with finalists including slop, romantasy, and dynamic pricing.
Jenna Ortega does the “demure” trend in new video promoting, ‘Beetlejuice Beetlejuice.’ pic.twitter.com/zRUzGCZbfe
— Pop Crave (@PopCrave) August 15, 2024
From viral TikTok videos to appearances on Jimmy Kimmel Live, Jools Lebron’s phrase not only introduced demure to a new audience but also reshaped its meaning. By elevating the word into everyday conversations, demure became a cultural touchstone of 2024, representing a blend of modesty, mindfulness, and quiet empowerment.
Shivam Kumar
Hi, I'm Shivam Kumar. I'm pursuing Journalism honors from the IP University. I love the skill of writing and looking forward to learn more of it. Also I love traveling and experiencing new things every day....
