Dictionary.com has selected demure as its 2024 Word of the Year, thanks to its viral rise on social media. The term gained widespread attention after Chicago-based TikTok influencer Jools Lebron used it in an August video admiring her workplace makeup style.
In the clip, Lebron described her look as “very demure, very mindful,” emphasising professionalism and simplicity.
The audio quickly became a viral trend, used in thousands of videos and even referenced by celebrities, NASA, and the White House.
The popularity of demure saw a 1,200% increase in searches on Dictionary.com between January and August, with peak interest around mid-August, when searches surged 14-fold.
By then, demure had 200 times more searches than before the trend began. It outpaced contenders like brainrot, extreme weather, and Midwest nice to claim the top spot.
While the announcement drew praise from some, others criticised it as pandering to fleeting trends. Critics argued the word’s popularity was short-lived, questioning its significance.
Lebron, meanwhile, benefited from the trend, gaining widespread recognition as media outlets chronicled her rise. The mixed reactions highlight ongoing debates about the criteria for such accolades in the age of social media influence.
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