For Gen Z and Millennials the word 'cute' is no longer about looks

For Gen Z and Millennials the word 'cute' is no longer about looks More than half of Gen Z and Millennials believe the meaning of 'cute' has changed over the past decade - here's what they associate with it now Gen Z and Millennials are reshaping what 'cute' actually means - linking it to kindness, connection and happiness rather than simply appearance. A survey of 2,000 adults revealed 55% of Gen Z and Millennials believe the definition of 'cute' has evolved over the past decade, with 37% now connecting it to how something makes us feel and 25% to thoughtfulness. Baby Boomers were more inclined to link cute with something that appears adorable (80%) such as puppies and kittens (78%) or a giggling baby (63%). Yet Gen Z and Millennials collectively connect the word more with alternative meanings, such as 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 (46% of Gen Z and Millennials think this vs just 12% of those aged 62 to 80). This was closely 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%). 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." 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 perfectly comfortable openly enjoying things they consider to be cute, without any worry 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." BRITS' TOP 10 CUTE THINGS: - A puppy or kitten - A baby laughing - A romantic gesture - A friend sending you something because it reminded them of you - A nostalgic childhood object - A handwritten note - A thoughtful voice note - A funny or unexpected moment - Someone saving you the last piece of your favourite food - Someone making you laugh when you need it