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

We've all known since August that this was the year to be demure … but Dictionary.com has now made it even more official by announcing that "demure" is its word of the year (via Time ). This year, as Brat summer started to wind down, a new supreme was rising: Jools Lebron.

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.

Dictionary.com's word of the year is demure, a nod to the "very mindful, very demure" social media trend started by TikTokker Jools Lebron. Demure beat out brainrot, brat (inspired by the Charli XCX album of the same name),

At one point this year, it seemed like you couldn't go anywhere without hearing someone say something is "very demure." The popularity of the phrase, which got its start on TikTok, earned "demure" the Dictionary.com word of the year. Demure was made popular by influencer Jools Lebron, who posted a video about looking presentable at work.