Dictionary.com has announced ‘demure’ as its 2024 Word of the Year.

This choice was inspired by the meteoric rise of the term, thanks to TikTok influencer Jools Lebron and her now-iconic catchphrase, “very demure, very mindful.” While the word traditionally means reserved, quiet, or modest, its cultural impact this year has been anything but subtle.

The platform noted that ‘demure’ saw no notable spikes in usage until mid-August 2024 when interest skyrocketed nearly 14 times in just a week. By the height of the trend, searches for the word surged to 200 times their previous levels. This significant shift demonstrated the power of social media in influencing modern language, as Lebron’s influence brought the term to the forefront of cultural trends.

Lebron’s viral catchphrase catapulted her to new heights, earning her features on CBS Mornings and Jimmy Kimmel Live! with RuPaul guest-hosting.

Celebrities such as Jennifer Lopez and Khloé Kardashian joined the trend, sharing their takes on “very demure” moments, further amplifying its popularity.

Dictionary.com selects its Word of the Year by analysing trends in language and culture, aiming to encapsulate the zeitgeist. Other contenders this year included brain rot, brat, and extreme weather.

“Demure” may mean quiet, but in 2024, it spoke volumes.