The word 'demure' has been named 2024's Word of the Year by Dictionary.com, experiencing a 1,200% rise in usage largely due to TikToker Jools Lebron. The term, defined as characterized by shyness and modesty, gained popularity as a reaction to the Brat trend. Lebron's videos popularized the phrase 'very demure, very mindful', although she clarified that her motto was a joke and not a promotion of a reserved lifestyle. Dictionary.com noted the word's recontextualization through social media trends.