More than half of Gen Z and Millennials believe the meaning of 'cute' has shifted over the past decade, with the word now associated with joy, kindness and emotional connection rather than simply appearance.
A survey of 2,000 adults found that 55% of Gen Z and Millennials think the definition of 'cute' has evolved, with 37% linking it to how something makes them feel and 25% to thoughtfulness. In contrast, 80% of Baby Boomers still connect the word with something that appears adorable, such as puppies and kittens (78%) or a giggling baby (63%).
Younger Generations Prioritise Feeling Over Looks
Gen Z and Millennials collectively associate 'cute' more with alternative meanings: something that brings them joy (34% vs 13% of Boomers), something caring and considerate (33% vs 10% of Boomers), and emotional bonds with another person (18% vs 5% of Boomers).
For those under 45, a romantic gesture ranked highly on the 'cute' scale, with 46% of Gen Z and Millennials holding this view compared with 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%), and 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, which celebrates 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."
Cute Moments Boost Everyday Happiness
The research revealed that 82% of adults say cute, wholesome moments are a straightforward source of happiness, brightening ordinary days (77%) and providing comfort on difficult days (69%).
According to the findings, 44% believe these moments hold greater significance now than they did five years ago. The vast majority (84%) are comfortable openly enjoying things they consider to be cute, without worrying about appearing 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."
