The word “demure” has recently exploded in popularity, largely thanks to TikTok influencer Jools Lebron. Her satirical video, showcasing a humorously understated workplace persona, garnered over 54 million views and spawned countless imitations. This surge in usage prompted Dictionary.com to name “demure” its 2024 word of the year.
From TikTok to Dictionary.com: The Rise of Demure
Lebron’s video features the catchphrase “very demure, very mindful,” used to describe her subdued work makeup and attire. This phrase quickly became a viral sensation, appearing in thousands of videos and even marketing campaigns by various companies and brands. Celebrities like Kim Kardashian and Jennifer Lopez also joined the trend, further amplifying its reach. Dictionary.com reported a 200-fold increase in searches for “demure” following Lebron’s video, solidifying its cultural impact.
Redefining Demure: A Humorous Take on Societal Expectations
Traditionally, “demure” describes someone reserved and modest. However, Lebron’s satirical use of the word challenges conventional expectations of women’s appearance and behavior. Her video humorously critiques the pressure on women to conform to specific standards, particularly in professional settings. This subversive interpretation resonated with many, contributing to the word’s widespread adoption.
Demure’s Cultural Significance: Capturing the Zeitgeist
Dictionary.com selects its word of the year based on factors reflecting the current cultural landscape. The unprecedented surge in “demure’s” popularity, driven by social media and online searches, clearly demonstrated its relevance in 2024. The word’s newfound association with Lebron’s humorous critique further cemented its significance as a cultural touchstone.
Graphic depicting the increase in searches for the word "demure".
Other Trending Words of 2024: Brat, Brainrot, and Extreme Weather
Alongside “demure,” other words like “brat” and “brainrot” gained prominence in 2024, each with its unique cultural context. Musician Charli XCX reclaimed “brat” as a positive term for bold confidence, while “brainrot” described the mental fatigue from excessive social media consumption. “Extreme weather” also trended due to increasing global concerns about climate change.
Lebron’s Reaction: Embracing the Demure Phenomenon
Lebron celebrated her influence on the word’s popularity with a playful TikTok video, further solidifying her connection to the “demure” trend. Her reaction video, anything but demure, ironically highlighted the word’s evolving meaning and cultural impact. “Demure’s” journey from a traditional adjective to a viral sensation underscores the dynamic nature of language and its responsiveness to cultural shifts.
