Gen Z and Millennials are redefining the meaning of 'cute,' associating it with kindness, connection, and happiness rather than just how something looks. A poll of 2,000 adults found 55% of Gen Z and Millennials believe the meaning of 'cute' has changed over the past decade, with 37% associating it with how something makes us feel and 25% with thoughtfulness.
Generational Differences in Defining 'Cute'
Boomers were more likely to associate cute with something that looks adorable (80%), like puppies and kittens (78%) or a laughing baby (63%). In contrast, Gen Z and Millennials together associate the term more with other definitions, such as something that makes them feel happy (34% vs 13% of Boomers), something kind and thoughtful (33% vs 10% of Boomers), and emotional connection to another person (18% vs 5% of Boomers).
For those under 45, a romantic gesture was high on the 'cute' list, with 46% of Gen Z and Millennials thinking this, compared to just 12% of those aged 62 to 80. This was followed by 'a friend sending you something that reminds them of you' (36% vs 11%), a handwritten note (32% vs 8%), or a thoughtful voice note (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.
Working with the brand, Suzy Reading, a chartered psychologist and wellbeing expert, 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 Wellbeing and Society
The study showed 82% of adults say cute, wholesome moments are a simple source of happiness, brightening ordinary days (77%) and comforting on difficult days (69%). According to the research, 44% believe these moments are more important to them now than they were five years ago.
Most (84%) are comfortable openly enjoying things they consider to be cute, without fear of looking childish. More than four in 10 (41%) believe society would benefit from making kindness more visible if people felt more comfortable expressing 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."
