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.

Dictionary.com declared "demure" the 2024 word of the year after viral videos by TikToker Jools Lebron popularized the term.

“The word ‘demure’ experienced a meteoric rise in usage in 2024. Between January and the end of August, this term saw a nearly 1200% increase in usage in digital web media alone,” the announcement read. “This sharp rise is mainly attributed to TikToker Jools Lebron’s popularization of the phrase.”

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.

The world’s leading digital dictionary's lexicographers analyzed a massive amount of data to determine what word would best capture the cultural zeitgeist of 2024.

If you thought 2024 was “very demure, very mindful,” you’re in good company. Dictionary.com has picked “demure” as its word of the year, a nod to the viral social media clip created by American TikToker Jools Lebron.

It might have been a "brat" summer, but 2024 was all about being "demure." Dictionary.com named "demure" its word of the year Monday after seeing a "meteoric rise in usage" this year. "Demure" beat out other contenders like "brat,