‘Demure’ Named 2024 Word Of The Year By Dictionary.com

‘Demure’ Named 2024 Word Of The Year By Dictionary.com

Demure has claimed the title of Dictionary.com’s 2024 Word of the Year, reflecting a cultural focus on refined and sophisticated behavior. The term saw a 1200% surge in digital media usage, largely driven by TikTok star Jools Lebron and her viral phrase “very demure, very mindful.”

Traditionally meaning modest or reserved, “demure” has taken on new life as a descriptor for polished public appearances, a trend amplified by the return to in-person work. Google searches for the word peaked in August, with Dictionary.com reporting a 200-fold increase in lookups.

 

View this post on Instagram

 

A post shared by the Jasmine BRAND (@thejasminebrand)

Other finalists included “brat,” inspired by Charli XCX’s album Brat, and “weird,” boosted by VP hopeful Tim Walz.