“Demure” Is Dictionary.com’s Word Of The Year

“Demure” is Dictionary.com’s 2024 Word of the Year, thanks to TikToker Jools Lebron. Lebron’s video of her using the phrase “very demure, very mindful” achieved meteoric viral success after being published on August 5th. “Between January and the end of August, this term saw a nearly 1200% increase in usage in digital web media alone,” the Dictionary.com announcement read. “When something like this happens you’re supposed to shy away from appreciating your own impact but I literally love it,” Lebron said of the video’s success. (People)