Girls today would rather be kind than pretty, says new survey
A new survey by Girl Talk magazine, the UK's number 1 monthly primary girls' magazine, reveals young girls value kindness over looks, with nearly 40% wanting to be described as "kind" over "pretty."
Forget fairy tales where beauty is everything—today’s young girls have different priorities.
A new survey from Girl Talk magazine, marking its 30th anniversary, reveals that nearly four in ten (39%) girls aged 7-11 would most like to be described as "kind"—three times as many as those who want to be called "funny" (13%) and more than four times as many as those who want to be called "pretty" (9%).
At a time when social media often amplifies unrealistic beauty standards, these findings paint an encouraging picture of how young girls define themselves and others.
Instead of focusing on looks, they are valuing positive personality traits—signalling a shift away from appearance-driven ideals.
What makes someone beautiful?
When asked what makes a person "beautiful," Girl Talk readers overwhelmingly prioritised kindness (68%) and happiness (55%).
This was well ahead of more traditional, appearance-related qualities such as fashion sense (23%) or having nice skin (19%). Confidence (35%) and intelligence (21%) also ranked highly.
These results highlight a growing sense of self-worth among young girls, who are rejecting outdated beauty norms in favour of qualities that make a lasting impact.
The emphasis on happiness and kindness suggests that children see beauty as something that comes from within, rather than simply being about external appearance.
Girl Talk is celebrating 30 years!
For three decades, Girl Talk has been inspiring and empowering primary-aged girls with fun, confidence-boosting content.
Packed with inspiring content and a few sprinkles of fun, Girl Talk continues to be a trusted ‘big sister’ for young girls—helping them learn, grow, and embrace who they are.
Find Girl Talk in supermarkets, newsagents, and airports nationwide, or online at MagsDirect.
A shift in priorities
Over the last few decades, media and advertising have played a significant role in shaping young people’s perceptions of beauty.
However, with increasing discussions around body positivity and self-acceptance, today’s girls are more focused on qualities that reflect their inner character.
Claire Norman, Editor of Girl Talk, says:
It’s inspiring to see that the next generation of girls places more value on kindness than physical appearance. These girls are redefining what it means to be beautiful, and that’s something worth celebrating.
This shift in attitude also suggests that young girls may be feeling more empowered to define beauty on their own terms, rather than conforming to society’s standards.
While previous generations may have been influenced by glossy magazine covers and Hollywood ideals, today’s children are surrounded by diverse role models—from sports stars to activists—who highlight the importance of qualities like kindness, resilience, and intelligence.
Kindness over appearance: a growing trend
Girl Talk’s findings align with a wider cultural shift among children. ‘Kindness’ was recently named Oxford Children’s Word of the Year for 2024, following a survey of more than 6,000 children aged six to 14.
The study, conducted by Oxford University Press (OUP), found that 61% of young people chose ‘kindness’ as the word that best defined the year.
Andrea Quincey, director of early years and primary publishing at OUP, said:
It is so encouraging that kindness has been voted—by a considerable majority—as the Oxford Children’s Word of the Year for 2024. We know from previous years that young people are very conscious of the big issues that can divide us as a society and attuned to the important role which language can play in bringing people together.
This shared emphasis on kindness, from both the Girl Talk survey and the OUP study, suggests that today’s young generation is growing up with a deep awareness of empathy, mental well-being, and the power of kindness to make a difference.
Social media’s influence—positive or negative?
Despite these encouraging findings, there’s no denying that social media still has a powerful influence on how young people perceive themselves.
Despite having an age restriction of 13+, platforms like Instagram, TikTok and YouTube inadvertently expose children to beauty trends and influencers from a young age. While this can be a source of inspiration, it can also lead to pressure to look a certain way.
However, it’s possible that Gen Alpha—the generation currently growing up—has a more balanced approach to beauty. With body positivity movements and mental well-being campaigns becoming more mainstream, many young people are embracing authenticity over perfection.
The role of parents and schools
Parents, teachers, and media all play a role in shaping children’s values and self-image. Encouraging kindness as a key trait can help children develop stronger relationships and better mental well-being.
Many schools have introduced kindness initiatives, encouraging students to celebrate acts of generosity and friendship.
Programmes such as "kindness trees", where children write down good deeds they've witnessed, or peer mentoring schemes, are helping to reinforce the idea that kindness is just as important—if not more so—than traditional academic success.
Parents can also support this mindset at home by praising kindness over appearance, having open conversations about beauty standards, and limiting exposure to overly filtered or unrealistic content online.
A new generation, a new definition of beauty
The Girl Talk survey results are a hopeful sign that young girls are embracing a healthier, more balanced perspective on beauty. Rather than chasing unrealistic ideals, they are celebrating who they are as individuals.
As society continues to push for more diverse and inclusive representations of beauty, it’s clear that the next generation of girls is already leading the way—with kindness at the heart of their definition of what makes someone truly beautiful.
Read more:
Authors
Ruairidh is the Digital Lead on MadeForMums. He works with a team of fantastically talented content creators and subject-matter experts on MadeForMums.
Create the perfect wishlist for your baby with MyCrib
Are you expecting and don't know where to start? Discover how MyCrib can help you build your dream wishlist. You can add products from any site with just one click and even use MyCrib's buying assistant to help get you started.