Dictionary.com has named "demure" its 2024 Word of the Year, following a remarkable surge in usage that increased by 1,200% from January to August. This rise is largely attributed to TikTok influencer Jools Lebron, who popularized the phrase "very demure, very mindful" in a series of satirical videos that resonated widely online. In these videos, Lebron humorously critiques societal expectations around appearance and behavior, particularly in professional settings.
Lebron's interpretation of "demure" diverges from its traditional meaning of modesty and restraint. Instead, she uses it to describe a blend of self-awareness and playful irony regarding how one presents themselves. For instance, she contrasts her makeup choices for work with exaggerated references to characters from "The Simpsons," suggesting that many women arrive at interviews looking overly casual compared to their work appearances. Her humorous take includes scenarios where she claims she will act demurely while engaging in nightlife activities, only to showcase a contrasting reality.
The trend has caught the attention of various celebrities, including Kim Kardashian and Jennifer Lopez, who have incorporated the "very demure" phrase into their social media posts. Lebron herself has expressed that this newfound fame has significantly impacted her life, providing financial support for her transition and enabling her to pursue opportunities that were previously out of reach.
Dictionary.com noted that the selection of "demure" as the Word of the Year reflects broader social media trends and conversations that have permeated everyday language. The site's previous Word of the Year was "hallucinate," highlighting the growing influence of technology and AI on language. The choice of "demure" signifies a cultural shift towards exploring personal identity and self-presentation in a humorous yet thoughtful manner.