‘Demure’ named Dictionary.com’s Word of the Year, beating ‘brat’ and ‘brainrot’

The world’s leading digital dictionary has named “demure” its Word of the Year — a very mindful choice that came after lexicographers analyzed a massive amount of data to determine what word would best capture the cultural zeitgeist of 2024.

After identifying six words or phrases that shaped the social discourse over the past 11 months, experts agreed that “demure” rose above them all — beating “brainrot,” “brat,” “extreme weather,” “Midwest nice” and “weird” to be crowned its 2024 Word of the Year.

“Demure” went from being a simple six-letter adjective to a pop culture phenomenon in August, after a beauty influencer named Jools Lebron exploded on TikTok with a 38-second video in which she explained “how to be demure and modest at the workplace.”

“See how I do my makeup for work? Very demure, very mindful. I don’t do too much. I’m very mindful while I’m at work,” the former cashier from Chicago said to the camera in what would become a late-summer internet obsession.

“See how I look? Very presentable. A lot of you girls go to the interview looking like Marge Simpson and go to the job looking like Patty and Selma, not demure,” Lebron added.

Google searches for “demure” grew 14-fold after the clip went viral, and its usage in digital media surged some 1,200% between January and August.

While search volume for “demure” has cooled since its massive peak earlier this year, the word is still five times more popular on Dictionary.com than before its breakout moment — a testament to the enduring power of Lebron’s meme-producing marvel.