After we all went “goblin mode” last year, it seems everyone decided to switch it up and make things “demure” in 2024.
That’s according to Dictionary.com, at least, who has announced the 2024 Word of the Year is “demure,” which became a viral hit on TikTok back in August. The word was popularized by content creator Jools Lebron ( @joolieannie), whose phrase “very demure, very mindful” was inescapable for weeks. Lebron would also often pair the phrase with “cutesy” and “considerate,” providing advice to followers for situations like “how to be demure and modest and respectful at the workplace.” Hopefully some of you were taking notes!
Between January and September of this year, “demure” saw a 1200% increase in usage in digital web media and had 200 times more searches on Dictionary.com.
And — in a very demure way, of course — the website also announced their Word of the Year shortlist, which included “brainrot,” “brat,” “extreme weather,” “Midwest Nice,” and “weird.”
