1.
If something is done or happens in ~, it happens to a much greater extent and more seriously than before.
Campaigning will begin in ~ tomorrow...
= seriously
PHRASE: PHR after v
2.
Earnest people are very serious and sincere in what they say or do, because they think that their actions and beliefs are important.
Ella was a pious, ~ woman...
ADJ
~ness
He was admired by many for his ~ness.
N-UNCOUNT
3.
If you are in ~, you are sincere in what you are doing and saying.
No one could tell whether he was in ~ or in jest.
PHRASE: usu v PHR, v-link PHR