Dictionary.com names "demure" as the year's top word following Jools Lebron’s satirical TikTok video reminding women to be “very mindful, very demure” in the workplace.

In a very mindful, very thoughtful announcement Monday, Dictionary.com declared “demure,” a word made popular by TikTok but dating back roughly 700 years, as the word of the year for 2024. “These words serve as a linguistic time capsule,

Dictionary.com announced "demure" as their Word of the Year on November 25 in a press release, referencing the viral phrase "very mindful, very demure," popularized by TikToker Jools Lebron. The word surpassed other contenders for the title, including 'brainrot,' 'brat,' 'extreme weather,' 'midwest nice,' and 'weird.'

Demure' has been named the 2024 Word of the Year by Dictionary.com following the viral "Very demure, very mindful" post from TikToker Jools Lebron in August

Thanks to Jools Lebron, demure has become Dictionary.com's word of the year, after the creator's viral video blew up on social media.

Discover why 'Demure' is Dictionary.com's Word of the Year for 2024. Explore the viral TikTok trend redefining mindfulness, quiet confidence, and intentional living in a chaotic world. Category : News,

To select the 2024 Word of the Year, our lexicographers analyzed a large amount of data including newsworthy headlines, trends on social media, search engine results, and more to identify words that made an impact on our conversations, online and in the real world.

The word "Demure" was picked as the 2024 "Word of the Year" by Dictionary.com after it gained notoriety this year on TikTok.

According to Dictionary.com, there was no significant trend in the usage of the word demure before the TikTok was posted. But by the week of Aug.18, there was almost 14 times more interest in the term. At its peak, ‘demure’ had 200 times more searches on Dictionary.com after the TikTok posted than it did before.