Dictionary.com mindfully names 'Demure' Word of the Year 2024, claims 1200% surge in usage

Dictionary.com, an online dictionary site, chose the term "demure" as its word of the year. The word was part of a catchphrase that became popular in August. TikToker Jools Lebron popularized the phrase "very demure, very mindful" in a series of videos that were then replicated by other influencers and artists.

The term's usage increased by over 1200%??

The dictionary website stated that "the word demure experienced a meteoric rise in usage in 2024. Between January and the end of August, this term's usage increased by over 1200% in digital web media alone."?

At the peak of the surge, demure received 200 times more queries on Dictionary.com than it had before August.The term relates to being confident quietly or engaging in servile behaviour that increases a person's confidence or empowerment.

It refers to a person's sophisticated and polished appearance or demeanour in a range of circumstances, including the workplace and on a plane.?

What was the viral 'very mindful, very demure' video about?

The phrase gained popularity on social media after TikToker Lebron made videos on how to be modest and mindful at the airport, at work, at the grocery store, or in any situation.

“See how I look very presentable? The way I came to the interview is the way I go to the job,” she said in a TikTok titled, “demure and modest and respectful at the workplace,” which gained over 54 million views. The word has been discussed on multiple TV shows.

Jenna Ortega, Jennifer Lopez, Penn Badgley, Lindsay Lohan, and Jamie Lee Curtis were among the celebrities who embraced the style.?

Also read:?'Very demure, very mindful' trend is going viral & here's how you can nail the look

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