Let’s talk about a phrase that’s taken over the internet faster than you can say “cutesy”. If you’ve been anywhere near social media lately, you’ve probably encountered “very demure, very mindful”. And if you haven’t, you’re in for a mindful treat.
It all started with TikToker Jools Lebron and her recent “very demure, very mindful” workplace-friendly makeup and clothing style video. Before long, everyone from the White House to Dunkin’ Donuts was jumping on the bandwagon. Even United Airlines got in on the act, showing us how to board a plane in the most demure fashion imaginable.
Now, I’m no stranger to boarding chaos. I’ve seen passengers transform into Olympic sprinters at the mere whisper of “now boarding”. But United’s TikTok? It’s a masterclass in composure. “See how I line up for the plane? Very demure. I don’t rush, I take my spot, I don’t intrude”, the voiceover purrs as we watch a passenger waiting to glide towards the gate with all the grace of a swan on a still lake.
It’s enough to make you wonder – have we all been boarding the wrong way this whole time? Should we be practising our demure walk before our next flight? And more importantly, how do we maintain such poise when faced with the last overhead locker space?
But this trend goes beyond boarding etiquette. It’s seeped into every corner of our lives. Want to cancel student debt? Do it demurely, says the White House. Fancy a doughnut? Make it a demure one, suggests Dunkin’. Even NASA’s getting in on the act, describing Saturn’s rings as “Very demure. Very cutesy. Very mindful”. Who knew celestial bodies had such impeccable manners and mindsets?
Brands are scrambling to associate themselves with this suddenly desirable quality of “demureness”. It’s a perfect storm of viral marketing – a catchy phrase, a relatable concept and the allure of being part of something trending. But as brand strategist Sarah Walsh warns, there’s a fine line between clever marketing and trying too hard. The challenge for brands is to embrace the trend authentically without bending their identity beyond recognition.
As a writer, I’m also intrigued by how words evolve and mould themselves to our context. “Demure” has gone from meaning modest and reserved to becoming a term for, well, just about anything you want it to be. It’s the linguistic equivalent of the little black dress – versatile, classic, and apparently, very mindful. This evolution speaks to the power of social media and internet culture in reshaping language.
So, as we navigate this brave new world of demureness, let’s explore what it means for us mere mortals. How can we incorporate it into our day? Can we make our morning commute more mindful? Our workplace more cutesy? Or maybe we’ll find ourselves boarding our next flight with all the grace and poise of a TikTok sensation. Now wouldn’t that be demure?
Here are five ways to embrace your inner demureness this Monday:
1. Plan a very cutesy, very demure vacation
2. Navigate “demure” as a brand
3. Explore being demure at work
4. Create a demure home
5. Master the art of chaotic productivity, demurely
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