The word of the year is very modest, very mindful
Dictionary.com Announced Its 2024 Word of the Year—And It’s Very “Mindful”
Published on Nov. 26, 2024
The English language is always changing. New words end up in the dictionary, and older words fall out of favor to the point that they become obsolete. But sometimes a term just explodes, and suddenly it’s on repeat everywhere: on social media, in pop culture and around the water cooler.
And if that viral word seems to capture a pivotal cultural moment and reflect social trends, a leading dictionary may select it as its “word of the year.”
Recently, Dictionary.com revealed its word of the year for 2024. Think you know what this very mindful choice was? Keep reading to learn the word, its definition and why we’re all obsessed.
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What is the Dictionary.com word of the year?
This year’s crown goes to the adjective demure, which Dictionary.com defines as “characterized by shyness and modesty; reserved” and “affectedly or coyly decorous, sober or sedate.”
It’s not a new word—the earliest known use of the word demure is in the Middle English period (1150–1500). But this year, the term took on an expanded meaning to signify refined and sophisticated appearances or behaviors.
That was because of a series of TikTok videos posted last summer by trans content creator Jools Lebron. She popularized the phrase “very demure, very mindful” when giving advice to her followers on how to embody the term in workplace, travel and social settings. According to Lebron, being “demure” is all about being cutesy and clean and not drawing attention to yourself or being messy or loud.
@commentforum @Jools Lebron #demureoriginal #verydemure #verymindful #demure ♬ original sound – commentson
Her videos went viral, and the word took off. (As did her social media account; Lebron now has 2.3 million followers on TikTok.) Few have made it out of 2024 without encountering at least one video using the “very demure, very mindful” phrase.
Why did Dictionary.com select demure as its 2024 word of the year?
In making the annual selection, Dictionary.com’s lexicographers analyze a whole bunch of data—including newsworthy headlines, search engine results and social media trends—to identify words that made an impact on our conversations, online and in the real world.
The word demure clearly dominated the cultural zeitgeist, with its digital media usage surging a remarkable 1,200% between January and August. At its peak, searches for demure on Dictionary.com were 200 times greater than they had been before Lebron’s first video. (While the initial trend has cooled, according to the press release, the word remains five times more popular on Dictionary.com than it was prior to its breakout moment.)
But why did demure resonate? “As remote work fades and in-person experiences become the norm again, the subtle art of personal presentation has taken on renewed importance,” said Steve Johnson, curriculum design manager of the Dictionary Media Group at IXL Learning, Dictionary.com’s parent company. “Demure captures this cultural shift with a modern twist: a word that once carried traditional, often limiting connotations has been reimagined to celebrate understated elegance and suavity. Its evolving meaning gives people a way to express quiet confidence—embracing modesty and charm as intentional, empowering choices.”
What were some key “demure” moments of 2024?
Inspired by Lebron, other content creators (many of them also trans women) began posting their own videos, advising their followers how to act “mindful” and “demure” in various professional and social settings.
And lots of celebrities hopped on the trend. TikTok and Instagram feeds were filled with videos of Jennifer Lopez, Freaky Friday co-stars Lindsay Lohan and Jamie Lee Curtis, Real Housewife Bethenny Frankel, the cast of Emily in Paris and others demonstrating “very demure” behaviors.
What other words made the short list?
Demure wasn’t the only term that shaped this year’s cultural conversation. Here are the runners-up, according to Dictionary.com:
- Brainrot: This slang term describes the effects of being “perpetually online” and consuming large amounts of low-value internet content.
- Brat: Inspired by the title of the Charli XCX album, the term refers to someone who is confidently rebellious, unapologetically bold and playfully defiant. (Note: It’s not a brat; it’s just brat.)
- Extreme weather: This phrase describes a period of weather or a weather event that is severe and unexpected or abnormal for the location or season in which it occurs.
- Midwest nice: This term for the characteristic politeness, friendliness and hospitality often associated with people from the middle of the country describes a behavior where individuals go out of their way to be helpful even in situations where they may not feel entirely comfortable.
- Weird: This year, it wasn’t weird to hear this adjective for a strange, odd or bizarre behavior or occurrence.
We don’t know about you, but we’d much rather be called demure than weird.
Sources:
- Dictionary.com: “Dictionary.com’s 2024 Word of the Year Is…”
- Dictionary.com: “Demure”
- PR Newswire: “Dictionary.com Names ‘Demure’ as the 2024 Word of the Year”
- Oxford English Dictionary: “Demure”
- TikTok: “How to Be Demure and Modest and Respectful at the Work Place”
- Just Jared: “Demure Trend Takes Over Hollywood: Every Celeb Who’s Made a ‘Very Mindful’ Video!”
