Every year, dictionaries across the globe select their word of the year, giving us a glimpse into the cultural and linguistic trends that have defined the past 12 months. In 2024, demure claimed the spotlight as Dictionary.com’s word of the year—but how did such a reserved word make such a bold statement?
What Does “Demure” Mean?
Traditionally, demure describes someone reserved, modest, or shy. But this year, it took on a new twist, being used to convey a sense of sophistication and refinement. This reinterpretation, popularised on platforms like TikTok, reflects evolving societal attitudes toward language and identity.
For instance, a viral TikTok trend using the phrase “very demure” fueled a 1,200% increase in searches for the word. Interestingly, demure also emerged as a counterpoint to another trendy term: brat. This juxtaposition highlights how language can shape and reflect cultural dynamics.
Brat: Collins Dictionary’s Word of the Year
While demure embraced subtlety, brat stormed into the lexicon with confidence. Traditionally used to describe a misbehaving child, brat has been reclaimed as a term for someone bold, independent, and unapologetically self-serving. This modern interpretation gained traction thanks to cultural moments like Charli XCX’s “brat summer” and other media influences.
Other Words of the Year: A Global Linguistic Snapshot
Each dictionary has its unique criteria for selecting a word of the year. Some rely on data-driven insights, while others lean on cultural “vibes.” Here are a few notable picks:
Cambridge Dictionary: Manifest
This word saw over 130,000 searches in 2024, partly due to its association with a viral cultural meme. Traditionally meaning “to show or reveal,” manifest now also captures the practice of consciously bringing goals or desires into reality, reflecting the influence of self-help trends and the “law of attraction.”
Oxford Dictionary: Brain Rot
A dual winner of both academic and public votes, this term highlights the mental fatigue caused by consuming low-quality online content, especially on social media. With discussions around screen time and digital well-being dominating headlines, brain rot perfectly encapsulates a modern malaise.
Macquarie Dictionary: A Controversial Choice
Known for its edgy selections, Macquarie chose a word connected to economic struggles and shrinking products—though perhaps not one to share at the family dinner table. Last year, they gave us cozzy lives (short for “cost of living”), showcasing their knack for capturing uniquely Australian slang.
Why Do Words of the Year Matter?
Words of the year act as linguistic time capsules, reflecting societal priorities, challenges, and humour. Whether it’s demure’s newfound elegance, brat’s boldness, or brain rot’s cautionary tale, these words show how language evolves with culture.
What was your favourite word of the year? Listen to Grant Dusting’s full explanation with Leah and Dan below.