Word of the Year: Demure Sweeps 2024 Scene

A simple word gaining global buzz overnight. That's what happened to "demure" in 2024. Dictionary. com, the go-to online dictionary, chose this six-letter adjective as the Word of the Year. Lexicographers studied tons of data to pick the word that best captured the spirit of 2024. "Demure" surpassed heavyweights like "brainrot, " "brat, " "extreme weather, " "Midwest nice, " and "weird" to win the title. A beauty influencer named Jools Lebron catapulted "demure" into pop culture. In August, she posted a 38-second TikTok video explaining how to be modest and mindful at work. Her wisdom resonated with viewers. She advised against interview outfits that resembled Marge Simpson and job attire that evoked Patty and Selma. Jools' video sparked a massive 1, 400% increase in Google searches for "demure. " The word's usage in media jumped 1, 200% between January and August. Although its popularity has since cooled, "demure" remains five times more popular on Dictionary. com than before its viral explosion. This shows the lasting impact of Jools' viral content.