From 'Demure' to 'Enshittification': Top Words of the Year 2024  

Demure

While not new, demure has seen a resurgence in 2024, especially in the context of fashion and personal branding. The word reflects a growing appreciation for simplicity and restraint, contrasting the previous era of hyper-bold expression.

Enshittification

Coined by author and activist Cory Doctorow, enshittification became a buzzword in 2024 as users lamented the decline of once-beloved digital platforms. 

Goblin Mode

Although it emerged in 2022, goblin mode maintained its popularity in 2024 as a humorous rejection of perfectionism. It reflects a cultural shift towards embracing authenticity and rejecting the pressures of hustle culture.

AI-llusion

The rapid adoption of AI tools sparked debates in 2024, with AI-llusion describing the gap between expectations and reality. It highlights the need for critical engagement with emerging technologies.

Nepo Baby

The term gained traction as audiences scrutinized the entertainment industry and beyond. In 2024, discussions around nepo babies expanded to politics and business, fueling debates about meritocracy and opportunity.

Polywork

As the gig economy and hybrid work culture continued to grow, polywork became a defining term of modern professional life. It represents both the flexibility and the challenges of juggling multiple streams of income.

Climate Anxiety

As global warming reached unprecedented levels, climate anxiety became a universal sentiment. The term underscores the urgency of collective action to address environmental issues.

Beige Flag

First popularized on TikTok, beige flag became a way to discuss subtle, amusing traits in dating or friendships. It reflects a lighter take on analyzing relationships in the social media age.