On Monday, Dictionary.com selected “demure,” a term popularized by TikTok creator Jools Lebron, as the 2024 Word of the Year. The word gained viral popularity after TikTok creator Jools Lebron used it in a series of videos, accompanied by the phrase, “very mindful,”
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“The Word of the Year isn’t just about popular usage; it reveals the stories we tell about ourselves and how we’ve changed over the year. And for these reasons, Dictionary.com’s 2024 Word of the Year is ‘demure,’” the statement reads. According to ABC News, this word gained popularity in August, leading to a remarkable 1,200% increase in mentions across digital media. Additionally, Google Trends reported that searches for “demure” spiked nearly 14 times during the week of August 18.
LeBron previously shared on Good Morning America that her viral fame has given her financial stability, enabling her to fund her transition and support her family. The Chicago native mentioned that she was able to move her family to a safer area with better housing. Additionally, she plans to trademark the phrase and is currently in the process of securing “Very Demure, Very Mindful.”
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“Divas, on the trademark front, I feel like I have to say something. We got it handled and I’m going to leave it at that. We. Got. It. Handled,” she said in a TikTok video on August 27.
“Mama got a team now!”
