In an unexpected twist, the word “demure” has been named Dictionary.com’s Word of the Year for 2024 – thanks to the massive popularity that followed by after TikTok influencer Jools Lebron’s video went viral, where she described workplace vibes as “very demure, very mindful” in a lighthearted and relatable way.
The clip quickly resonated with viewers, sparking a wave of creative responses, each putting their own unique spin on it across the internet. According to Dictionary.com, this became an online trend, leading to a 1,200% increase in searches for “demure” on Google, with search interest nearly 14 times higher than usual.
In fact, searches for the word surged 200 times. Historically, “demure” has been used to describe modest or reserved behavior, but Dictionary.com noted that its meaning has evolved on social media, where it now also refers to a person’s appearance and demeanor in professional or public settings.
Celebrities such as Kim Kardashian, Jennifer Lopez, Lana Del Rey, Mitski, Billie Eilish, SZA, and Clairo also hopped on the bandwagon. Lebron told People in August about the attention her video received, “When something like this happens, you’re supposed to shy away from appreciating your own impact, but I literally love it.”
She expressed disbelief and added, “I still can’t believe it. I’ve been doing this for eleven years and never saw the success I wanted. So having this moment feels insane.”
