Dictionary.com just dropped its Word of the Year, and it’s got TikTok written all over it. Drumroll, please… the word is “Demure!” Yes, we’re talking about that shy, reserved, “who-me?” vibe that’s been all the rage in 2024.
If you’ve been living under a Wi-Fi-less rock, let me catch you up. TikTok sensation Jools Lebron (seen here, probably being very demure) went viral earlier this year with her now-iconic video, declaring herself “very demure, very mindful” in everyday settings like the office, the airport, and probably while deciding what kind of milk to order at Starbucks. The internet collectively decided to make it a whole thing, because why not?
And the numbers don’t lie: searches for “demure” skyrocketed by a casual 1200% since January 2024. (Fun fact: that’s roughly the same percentage increase as your anxiety every time someone says, “We need to talk.”) Dictionary.com defines it as “characterized by shyness and modesty; reserved,” but let’s be real—Jools made it more like, “I’m humble, but I know you’re all looking at me, and I look good.”
The Runners-Up: They Tried Their Best
Of course, not every word could snag the crown. The honorable mentions include:
– Brainrot (for when your favorite show consumes your every waking thought)
– Brat (because some of you really leaned into this in 2024)
– Extreme Weather (self-explanatory; thanks, climate change!)
– Midwest Nice (a polite smile that says, “Bless your heart,” but means, “You’re exhausting”)
– Weird (just vibes, honestly).
None of them could top Demure, though. It’s giving quiet luxury, but for vocabulary.
So, here’s your official homework: go follow Jools on TikTok and channel your inner demure queen. Whether you’re in line at the DMV or dodging drama at the family Thanksgiving table, remember: sometimes, the quietest word makes the loudest statement.
@joolieannie #fyp #demure ♬ original sound – Jools Lebron
