Gen Z and Millennials are redefining the word 'cute', associating it with kindness, connection and happiness rather than physical appearance, according to new research involving 2,000 adults.
The survey found that 55% of Gen Z and Millennials believe the definition of 'cute' has shifted over the last ten years, with 37% connecting it with emotional response and 25% with consideration.
A generational divide in meaning
Baby Boomers were more likely to link 'cute' with something visually adorable (80%), such as puppies and kittens (78%) or a giggling infant (63%). In contrast, Gen Z and Millennials connect the word with alternative meanings, including something that brings them joy (34% vs 13% of Boomers), something caring and considerate (33% vs 10% of Boomers), and emotional attachment to someone else (18% vs 5% of Boomers).
For those under 45, a loving gesture ranked highly on the 'cute' scale, with 46% of Gen Z and Millennials agreeing, compared with just 12% of those aged 62 to 80. Other notable examples included a friend sending something that makes them think of you (36% vs 11%), a handwritten note (32% vs 8%), and a caring voice message (30% vs 8%).
Research commissioned by Sanrio
The research was commissioned by Sanrio, the global brand behind Hello Kitty and other characters, to mark its flagship Beyond Cute event in Paris, celebrating the ways people are reimagining nostalgia, digital culture and shared experiences to create more meaningful connections.
Suzy Reading, a chartered psychologist and wellbeing expert working with the brand, said: “What’s interesting about the idea of ‘cute’ evolving is that it reflects a broader appreciation for the everyday things that make us feel good – not simply what looks appealing, but what creates a genuine warm emotional response.
“Making space for these moments of joy, kindness, and connection can be a valuable part of our everyday wellbeing.”
Impact on happiness and society
The research revealed that 82% of adults consider cute, wholesome moments a straightforward source of happiness, lifting ordinary days (77%) and offering comfort during tough times (69%). According to the findings, 44% feel these moments matter more to them now than they did five years ago.
The vast majority (84%) are happy to openly enjoy things they find cute without worrying about appearing childish. More than four in 10 (41%) reckon society would be better off if kindness were more visible, with people feeling freer to express affection, playfulness and 'cute' interests as adults.
Kosuke Hamasaki, managing executive officer at Sanrio Co., Ltd, said: "With Hello Kitty: Beyond Cute, we wanted to explore how the meaning of cute is evolving for a new generation, and how it can be an expression of the way we make one another feel."
"Our research reflects a powerful shift towards valuing the small moments of joy, comfort and connection that make everyday life more meaningful."
