Dictionary.com was very mindful about this year’s word of the year. Each year the online dictionary picks a word that ‘captures pivotal moments in language and culture.’ The 2024 honor went to ‘demure’ after a viral TikTok by user Jools Lebron describing how she does her makeup for work so it’s “very demure, very mindful.” In its announcement, Dictionary.com said: “Between January and the end of August, this term saw a nearly 1200% increase in usage in digital web media alone.” The TikTok (below) originally posted on August 5th, creating a new social media trend popularizing the word.
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