The word 'demure' - which is wildly popular with Gen Z - has been announced as the 2024 Word of the Year.
The term topped Dictionary.com's annual list after it blew up on social media and shortly became part of many people's vocabulary.
Chicago-based TikToker Jools Lebron (known on the platform as @joolieannie) became an internet celebrity after she made a video using the phrase: 'Very demure, very mindful,' earlier this year.
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