The 2024 Word of the Year has been REVEALED - and it's not 'brat'

The connection 'demure' - which is wildly fashionable with Gen Z - has been announced arsenic the 2024 Word of the Year.

The word topped Dictionary.com's yearly database aft it blew up connected societal media and soon became portion of galore people's vocabulary. 

Chicago-based TikToker Jools Lebron (known connected the level arsenic @joolieannie) became an net personage aft she made a video utilizing the phrase: 'Very demure, precise mindful,' earlier this year. 

She was speaking astir however to look presentable successful an bureau mounting and it racked up an much than 54 cardinal views.

This led to galore young radical incorporating it their regular life, referencing the clip by describing things and themselves arsenic 'very demure'.

Demure refers to idiosyncratic who is reserved and modest.

The website said its lexicographers analysed ample amounts of data, including paper headlines, societal media trends and motor hunt results to assistance marque their decision.

From January to August, the connection 'demure' saw a whopping 1,200 per cent summation successful usage online. 

Jools took to TikTok to explicit her joyousness astatine 'demure' being crowned Word of the Year, arsenic she smiled and cheered astatine the news. 

In the archetypal video that made the operation famous, Jools said: 'You spot however I bash my constitution for work? Very demure. Very mindful,' she said successful the video.

'I don't travel to enactment with a green-cut crease. I don't look similar a clown erstwhile I spell to work. I don't bash excessively much. I'm precise mindful portion I'm astatine work. You spot however I look precise presentable? The mode I came to the interrogation is the mode I spell to the job.'

She continued: 'A batch of you girls spell to the interrogation looking similar Marge Simpson and spell to the occupation looking similar Patty and Selma. Not demure. I'm precise modest. I'm precise mindful.

Stars specified as Jennifer Lopez, Olivia Rodrigo, RuPaul, and Penn Badgely person adjacent made their ain posts utilizing the expression.  

But Jools is currently progressive successful a ineligible conflict to trademark the phrase 'Very demure, precise mindful'.

A idiosyncratic named Jefferson Bates had attempted to trademark the operation earlier Julian Rosa besides filed the aforesaid documents connected 'VERY DEMURE VERY MINDFUL' a small implicit a week aboriginal connected August 29.   

Jools posted a now-deleted TikTok sobbing implicit the improvement due to the fact that it efficaciously killed immoderate accidental she had astatine selling merchandise with the operation she coined successful the archetypal place.

 But now, she's saying she has the concern 'handled' successful a overmuch much upbeat video, claiming she has a squad that's presumably helping her with trademark-related matters.

'Divas, connected the trademark beforehand I consciousness similar I person to accidental something. We got it handled and I'm going to permission it astatine that,' she said. 'Mama got a squad now.'

A pistillate named Kassandra Pop sought 'very demure precise cutesy' connected August 24 for advertizing services, and Almondia White filed for 'always demure and precise mindful' connected August 27 for hats and apparel. 

The budding star, who is transgender, has said she is hoping to usage immoderate nett that she made disconnected selling merchandise to 'do truthful overmuch for her family' and 'provide for her transition.' 

The connection 'brainrot' was besides connected Dictionary.com's 2024 Word of the Year Shortlist, which refers to the effects of spending excessively overmuch clip watching low-quality contented online. 

The usage of brainrot - which has go fashionable some successful the mainstream media and societal media - saw a surge of 1,000 per cent successful the archetypal fractional of 2024, compared to 2023. 

British vocalist Charli XCX released her neon greenish medium called Brat which helped thrust the word onto the shortlist.

She besides commented her thoughts connected the US election, penning 'Kamala IS brat,' endorsing the Democratic politician. 

This caused the operation to explode, with Dictionary.com stating that it propelled the operation from being 'used mostly successful online communities by fans of Charli XCX and akin artists into mainstream nationalist use.'

Whilst brat is technically defined arsenic a misbehaved young child, oregon utilized arsenic a shortened word for a bratwurst sausage, it present refers to idiosyncratic who is rebellious, bold, and defiant.

'Midwest Nice' was besides among the fashionable phrases that person spiked this year. It describes idiosyncratic who is helpful, accommodating, and benignant - adjacent successful situations wherever they whitethorn not agree. 

'Extreme weather' and 'weird' were besides words that were utilized galore times, pursuing the galore storms and hurricanes that person deed the US implicit the past year.