Word(s) of the Year 2024

Each year, dictionary.com selects a word that encapsulates cultural trends and societal shifts, and for 2024, the chosen word is "demure." Traditionally defined as shyness, modesty, or a reserved nature, the term gained new prominence this year, driven by viral moments on social media. The surge in popularity for "demure" began with a video by TikToker Jools Lebron. Her playful yet insightful commentary on workplace presentation - emphasizing a "very demure, very mindful" approach - struck a chord globally. The video, which humorously critiqued over-the-top styles in professional settings, quickly garnered millions of likes and spawned countless recreations.

"Between August 2023 and July 2024, there was no significant trend in the usage of the word demure," according to dictionary.com. "By the week of August 18, 2024, however, there was almost 14 times more interest in the term, highlighting the term's almost overnight explosion in popularity. At the peak of the trend, demure had 200 times more searches on dictionary.com than it did on dates preceding August."

Lexicographers at Dictionary.com highlighted the word's evolution: while its traditional meaning reflects modesty, the viral context redefined it as a celebration of understated elegance and quiet confidence, especially in professional and social spheres. This shift aligns with broader trends, such as the return to in-person work and the reevaluation of personal presentation in various settings.

Beyond its viral roots, "demure" serves as a "linguistic time capsule," reflecting how society balances traditional values with modern reinterpretations. It captures a moment where subtlety and self-awareness became not only practical but empowering traits in a fast-paced, appearance-conscious world.

Dictionary.com is not the only organization to pick a Word of the Year. The Oxford University Press announced that Oxford Dictionary's Word of the Year for 2024 as "brain rot." It was chosen by a combination of public vote and language analysis by Oxford lexicographers. Brain rot is defined as "the supposed deterioration of a person's mental or intellectual state, especially viewed as the result of overconsumption of material (now particularly online content) considered to be trivial or unchallenging."

While it may seem like a modern phenomenon, the first recorded use of "brain rot" was by Henry David Thoreau in his 1854 ode to the natural world, "Walden." Oxford Languages President Casper Grathwohl said that in its modern sense, "'brain rot' speaks to one of the perceived dangers of virtual life, and how we are using our free time."

By highlighting a single word, lexicographers and cultural analysts provide a lens through which we can examine how language evolves in response to societal changes and global events. Whether through viral social media moments or broader shifts in behavior and thought, the chosen word reflects not just what we said, but who we were throughout the year. It serves as both a snapshot of the past and a guidepost for understanding the narratives shaping our future.