Social Media has the power to shift culture in just an instant. The latest example is the way that TikTok creator Jools Lebron catapulted the word “demure” into the online collective consciousness.
Lebron, who identifies as a transgender woman, created several videos where she talked about how she presents herself at work as “very demure, very mindful.” The initial video garnered more than 10 million views in the first week. Lebron went on to make more videos using the buzzword and how to achieve these qualities.
She recently told US Weekly that she was motivated to create the videos because there’s been a “lack of empathy and regard for people’s feelings” as well as how they “represent themselves” on social media.
The viral trend has done more than just make Lebron’s catchphrases a household name. According to Variety, she now has made enough money to complete her gender transition.
“One day, I was playing cashier …