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," "weird" and "brainrot."
Between January and end of August, the word saw a nearly 1,200% increase in usage on digital media alone, according to Dictionary.com. Its surge is directly tied to TikTok creator Jools Lebron's satirical video series where she coined the phrase "very demure, very mindful."
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