Dictionary.com’s 2024 Word of the Year is “demure”—a term historically synonymous with reserved, modest behavior, now transformed into a cultural phenomenon. Its meteoric rise in usage—an increase of over 1,200%—is largely credited to TikToker Jools Lebron, whose satirical phrase “very demure, very mindful” became a viral sensation.
This word encapsulates more than just a fleeting trend; it mirrors cultural shifts in how appearance and behavior intersect with public life. Through its evolution, “demure” has become a lens for dissecting societal norms, digital influence, and shifting definitions of professional and personal conduct.
The Viral Power of Demure
What catapulted “demure” to the pinnacle of 2024’s lexicon? Enter Jools Lebron, a transgender TikToker whose satirical videos reshaped the word’s cultural resonance. Her now-iconic line, “very demure, very mindful,” showcased the absurdity of societal expectations around appearance in the workplace and public settings.
In one video, Lebron juxtaposes a minimalist makeup routine with cutting commentary: “You see how I do my makeup for work? Very demure. Very mindful.” This critique of workplace presentation norms struck a chord. By August 2024, searches for “demure” had surged on Dictionary.com, hitting a peak of over 13 million queries in a single week.
Lebron’s content playfully exaggerated the expectations imposed on individuals to conform. Her satirical yet poignant message was clear: adherence to these standards often masks deeper social dynamics, from gender bias to the commodification of appearance.
The Intersection of Pop Culture and Language
Lebron’s viral influence extended beyond TikTok. Prominent celebrities like Kim Kardashian, Jennifer Lopez, and RuPaul leveraged the phrase to amplify their brands. Kardashian captioned a promotional photo with, “See how I take my BTS pictures…very cutsie, very mindful, very demure,” seamlessly integrating the term into Skims’ branding.
Similarly, Lopez used the phrase to market her cocktail line, Delola, while RuPaul redefined “demure” as a humorous take on digital etiquette in his promotion of an online bookstore. These adaptations underline how modern language evolves through platforms where pop culture and marketing intersect.
But “demure” didn’t just redefine branding. It spurred discussions around societal standards, particularly those targeting marginalized groups. For Lebron, the fame from her “demure” videos financed her gender transition, highlighting the economic and personal empowerment social media can offer.
Cultural Shifts and the Return to Work
The rise of “demure” also reflects the broader cultural context of 2024: a post-pandemic workforce navigating hybrid office models and renewed scrutiny over professional appearances. With workers returning to physical offices, conversations about dress codes, behavior, and workplace “appropriateness” intensified.
This climate created fertile ground for “demure” to thrive, its new meaning transcending traditional definitions. The word now encapsulates not just modesty but an exaggerated, almost performative restraint—a double-edged sword that critiques societal expectations while subtly reinforcing them.
Lebron’s viral commentary on professional settings wasn’t lost in translation. By humorously exposing contradictions—like looking one way for an interview but appearing another on the job—she shone a light on how such expectations disproportionately affect women and LGBTQ+ individuals in professional spaces.
Beyond Demure: Words That Shaped 2024
While “demure” reigned supreme, Dictionary.com’s shortlist of impactful words reveals broader trends in societal discourse. Terms like “brainrot”—a critique of overconsumption of low-quality social media content—and “brat”, redefined as a confident and rebellious persona, also gained traction.
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Collins Dictionary echoed this cultural shift by naming “brat” its Word of the Year. This linguistic reclamation underscores a collective yearning for unapologetic authenticity, whether in personal identity or political defiance. Similarly, “extreme weather” and “Midwest nice” reflected urgent global and regional concerns, from climate change to the 2024 U.S. election.
The elevation of these words signifies a cultural moment where language serves as both a reflection and critique of societal dynamics. From digital habits to environmental crises, these words encapsulate the year’s defining narratives.
Demure as a Linguistic Time Capsule
Ultimately, the selection of “demure” as Word of the Year is more than a nod to TikTok trends; it’s a snapshot of evolving cultural norms. What began as a descriptor for modesty has become a tool for satire, empowerment, and critique.
Lebron’s playful take on “demurity” holds up a mirror to society’s often contradictory expectations, reminding us that language, like culture, is always in flux. By choosing “demure,” Dictionary.com captured a word that speaks not only to our online dialogues but also to the broader transformations shaping our world.