The Power of Cuteness

Could being “cute” actually help to promote sustainability? The answer is “yes” – according to recent research by Xu et al. (2025). The study investigates how travelers’ intentions to behave ethically toward the environment can be influenced by cuteness in persuasive communication—think fun and playful images, adorable mascots, or soft design elements.

According to the research, cuteness can foster feelings of warmth and positivity, which in turn encourage travelers to act in ways that support the environment. This effect is achieved without diminishing the weight of the sustainability message. Instead, it encourages people to fulfill their role by making them feel personally attached.

The message for DMOs and tourism professionals is straightforward: harsh warnings and impersonal pleas aren’t necessary for sustainability efforts. Destinations can promote eco-friendly practices by including cuteness in their communication methods. Through the incorporation of cuteness into marketing tactics, travel locations can effectively, memorably, and hospitably promote eco-friendly practices.

The study can be found here.

If you are interested in this study, check out our brief on Mascots and Characters and why it works. 

Xu, X., Wang, S., Liu, J., Wang, X. L., & Morgan, N. (2025). How does the cuteness of persuasive communication about sustainable tourism shape tourists’ environmentally responsible behavioral intentions? Journal of Sustainable Tourism, 1–29. https://doi.org/10.1080/09669582.2025.2478187