JACKSON, Miss. ( WJTV ) – Mississippi is known by many names, but a recent survey reveals that a new one may soon be the Demure State.

Merriam-Webster defines ‘demure’ as affectedly modest, reserved, serious or coy. The word is now synonymous with a viral TikTok video where content creator Jools Lebron describes how she prepares for work. Since then, even the Mississippi Department of Transportation (MDOT) told drivers that safe driving was ‘very demure, very mindful.’ According to data from Casivo.ca , Mississippians are the most demure nationally.

The casino website asked 2,008 Americans aged 18-65 how demure they are on a scale from 1-10. Mississippians ranked themselves at about seven out of 10 on average, the highest ranking nationally. Before the trend, about 30% of Mississippians did not know what demure meant.

The terminology is part of a summer full of phrases that have dominated social media. But unlike those phrases, there is a concerted effort to ensure that it is not just another fad.

Lebron, largely credited as the influencer behind the trend, now seeks to trademark the use of the ‘very demure, very mindful’ phrase. It would apply to various entertainment and advertising services. However, three others attempted to do the same with the U.S. Patent and Trademark Office before Lebron.

Another viral phrase will likely appear before the end of the year. People across the country and MDOT will both likely use it on social media. And by the time that happens, the trademark battle over demure may still be unresolved. But no matter what happens, Mississippi will likely still be a state that is ‘very demure, very mindful.’

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