Every year, Dictionary.com’s Word of the Year reflects the cultural moments and trends that shaped us, offering a snapshot of how language evolves alongside society. For 2024, the chosen word is demure—a term that has transcended its traditional meaning to become a symbol of mindfulness, quiet confidence, and intentional living.
TikTok influencer Jools Lebron propelled demure into the cultural spotlight with nearly 55 million views on her original TikTok video, describing workplace-ready makeup as “very demure, very mindful.” The phrase, dripping with irony, sparked a trend that encouraged users to embrace calm, refined, and “just enough” behavior.
Social media quickly followed, with people satirically demonstrating their own demure moments—whether patiently waiting for a plane to deboard or minding their own business. Even brands like United Airlines and Google jumped on the trend, adding their own playful takes on what it means to be demure.
But beyond its humor, demure speaks to something deeper: a collective craving for composure, simplicity, and thoughtful living in an increasingly chaotic world. For moms—and everyone else—this sentiment feels especially timely.
How “demure” took over in 2024
The rise of demure is more than just a viral moment—it mirrors a societal shift. After years of turbulence, many are reevaluating what it means to live with intention, reclaim boundaries, and focus on what truly matters.
In this context, demure isn’t just about appearances; it embodies calm strength and quiet self-assurance. Searches for demure on Dictionary.com spiked by over 1,200%, with more than 13 million queries in a single week. Its aspirational qualities—refined, thoughtful, and quietly confident—stand out in an overstimulated world.
Related: Confident moms raise confident kids, says an author and expert
How moms (and everyone else) embody “demure”
While TikTok brought demure into the spotlight, it’s a quality many of us—moms especially—have been modeling for years. Motherhood provides endless opportunities to embody quiet strength and mindfulness:
- Calmly diffusing a toddler tantrum in public? So demure.
- Balancing work calls and snack time without breaking a sweat? Very demure.
- Navigating the school drop-off line with patience and grace? Perfectly demure.
But the demure mindset isn’t just for moms. It resonates with professionals finding their footing in hybrid workplaces, travelers embracing better etiquette, and anyone striving to navigate life with composure and intentionality.
It’s a reminder that you don’t have to do it all—or be loud about it—to make an impact.
Related: Want happier, calmer kids? Simplify their world
Why “demure” matters
The success of demure as 2024’s Word of the Year underscores the growing appeal of mindfulness and quiet confidence. It’s a celebration of doing just enough, setting boundaries, and showing up with grace and intention.
Whether you’re a parent managing the chaos of family life or someone simply trying to navigate a busy world, demure encourages us to embrace life’s quiet victories. A deep breath, a calm response, or simply “just enough” effort can be transformational.
