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Jools Lebron’s viral video on social media about being “very understated, very observant” while getting ready for work led to a huge increase in the use of the word “understated.”
The Hapa Blonde / contributor
If you thought 2024 was “very subdued and very conscious,” you’re in good company.
Dictionary.com has chosen ‘understated’ as its word of the year, a nod to the viral social media clip created by American TikToker Jools Lebron.
In early August, the Chicago-based content creator posted a short video of herself sitting in her car. “See how I do my makeup for work?” she asks, looking into the camera and running her fingers through her hair. ‘Very modest, very thoughtful. … I don’t look like a clown when I go to work. I don’t do too much. I am very mindful when I am working. See how I look very presentable? The way I got to the interview is the way I’m going to get the job.
Audio from the video went viral, especially the phrase “very understated, very conscious.” Lebron made headlines around the world and collected profiles in the Snee, We weekly, People and many other publications. The White House, NASA And celebrities used the phrase in the following weeks, and Lebron appeared on “Jimmy Kimmel Live.”
@joolieannie #fyp #demure ♬ original sound – Jools Lebron
At least two people with no known connection to Lebron has filed applications to trademark the phrase, in an apparent attempt to capitalize on its popularity. This sparked outrage among Lebron’s fans, but the content creator later reassured his followers that the trademark issue was “completed.” Lebron, who identifies as a transgender woman, could use her newfound fame to secure collaborations with brands and other options, she said allowed her to finance the rest of her transition.
Lexicographers at Dictionary.com measured a nearly 1,200 percent increase in the use of “subdued” online after Lebron posted her video, according to a statement. In addition, searches for “understated” on the online dictionary platform’s website were “200 times greater than before.”
But popularity isn’t the only factor lexicographers consider when determining the word of the year. Their choice serves as a “linguistic time capsule” that “reveals the stories we tell about ourselves and how we have changed over the year,” according to Dictionary.com’s blog post announcing the decision.
Last year, Dictionary.com’s word of the year was “hallucinate,” a verb that gained popularity alongside the rise of artificial intelligence.
Dictionary.com’s official definition of demure is “characterized by shyness and modesty; reserved.” However, after the adjective’s viral moment, its meaning began to expand. Now it is often used to describe “sophisticated and sophisticated appearance or behavior in various contexts, such as at work or on an airplane” , the announcement said.
As remote workers increasingly return to the office, the “subtle art of personal presentation has taken on renewed importance,” Steve Johnson, curriculum design manager for Dictionary.com, said in the statement.
“Understated captures this cultural shift with a modern twist: a word that once had a traditional, often restrictive connotation has been reinvented to celebrate understated elegance and friendliness,” he adds. “Its evolving meaning gives people a way to express quiet confidence – embracing modesty and charm as intentional, empowering choices.”
Another word lexicographers considered was “brain rot,” a term that describes low-quality social media content or the consequences of spending too much time viewing it. “Extreme weather,” “brat,” “Midwest beautiful” and “weird” were also shortlisted by Dictionary.com for the 2024 word of the year.
Last week, Cambridge Dictionary announced ‘manifest’ as word of the year for 2024. The verb means ‘using methods such as visualization and affirmation to help you imagine yourself achieving something you want, with the belief that doing so will increase the chances of it also happens’, according to the definition of the British dictionary publisher.
Although ‘manifesto’ isn’t new (it’s estimated to be 600 years old), it was one of the most searched terms on the Cambridge Dictionary website this year. Its popularity can be attributed to artists, athletes and entrepreneurs, who started using it on social media and beyond.
