Picture this: you’re scrolling through social media, and suddenly everyone’s talking about being “very demure, very mindful.” Your coworkers are using it, your friends are posting it, and even your favorite celebrities have jumped on the bandwagon. If you’ve been wondering what on earth “demure” actually means and why it became the internet’s favorite word in 2024, you’re not alone over 3.19 million people searched for this term throughout the year, making it Dictionary.com’s Word of the Year and the most viral slang expression to dominate our screens.
The Traditional Definition
Traditionally, the word “demure” means reserved, modest, and shy—describing someone who carries themselves with quiet dignity and restraint. It’s been part of the English language for centuries, typically used to describe someone with a gentle, unassuming demeanor. Think of the classic image of someone who doesn’t draw attention to themselves, speaks softly, and maintains an air of understated elegance.
How TikTok Changed Everything
But 2024 flipped this definition on its head, thanks to TikTok creator Jools Lebron. In August, Lebron posted a video explaining how to be “very demure, very mindful” at work, particularly when it came to makeup application. The video’s deadpan delivery and ironic twist on workplace etiquette struck a chord with millions of viewers. What started as a single video about professional appearance quickly evolved into a cultural phenomenon.
The beauty of Lebron’s viral moment was its versatility. She demonstrated how to be demure in various situations—from showing up early to the airport before vacation to navigating everyday workplace scenarios. The phrase became less about actual modesty and more about self-aware, intentional behavior with a heavy dose of humor.
Why Did It Go Viral?
The term’s explosive popularity can be attributed to several factors. First, it provided a fresh, playful way to discuss workplace culture and social expectations. In an era where discussions about professionalism and personal presentation are constantly evolving, “demure” offered a lighthearted lens through which to view these serious topics.
Second, the ironic usage resonated with a generation tired of rigid social norms. By reclaiming an old-fashioned term and giving it new context, users could poke fun at traditional expectations while simultaneously acknowledging them. It became a way to be both compliant and subversive at the same time.
Third, the phrase was incredibly meme-able. Its rhythmic quality—”very demure, very mindful”—made it perfect for repetition and adaptation across different contexts. People began applying it to everything from pet behavior to cooking techniques to fitness routines.
The Numbers Tell the Story
The impact of this viral trend was staggering. August 17, 2024, marked the peak of “demure” mentions, with searches spiking 165 times higher than average. On that single day, the most common keyword paired with “demure” was “vocabulary,” as people praised viral slang for introducing them to new words—or in this case, giving old words new life.
Beyond individual searches, the hashtag proliferated across multiple platforms, generating countless variations and interpretations. Brands quickly caught on, incorporating “demure” into their marketing strategies. Content creators found endless ways to apply the concept to their niches, from beauty tutorials to cooking shows to fitness content.
The Cultural Impact
What makes the “demure” phenomenon particularly interesting is how it highlights the power of internet culture to reshape language. Unlike previous viral phrases that came and went quickly, “demure” demonstrated staying power throughout 2024. It wasn’t just a fleeting meme—it became part of everyday conversation, a shorthand for a specific type of self-aware, intentional behavior.
The term also sparked broader conversations about workplace expectations, gender norms, and social performance. By playfully engaging with the concept of being “demure,” people found a way to discuss serious topics about professionalism and presentation without the usual heaviness these conversations typically carry.
Moving Forward
As we head into 2025, it remains to be seen whether “demure” will maintain its cultural relevance or fade like many viral trends before it. However, its impact on 2024’s digital landscape is undeniable. It united millions of people in a shared joke, introduced countless individuals to a vocabulary word they might not have known, and proved once again that the internet’s ability to transform language is both rapid and unpredictable.
Whether you embrace the “demure” lifestyle or simply enjoy watching the phenomenon from the sidelines, there’s no denying that this little word made a massive impact on how we communicate online—very demure, very mindful indeed.
