Research conducted by the CREO Clinic has revealed the shifting preferences of Britons regarding the ideal partner’s physical attributes. The survey, which involved 1,000 participants across four generations, highlighted notable differences in desired traits among Baby Boomers, Gen X, Millennials, and Gen Z.
Insights from the Generations
According to the study, Baby Boomers (born between 1946 and 1964) prefer men standing between 5’7″ and 5’9″, with a traditional physique, blue eyes, and dark brown hair. For women, they find blonde hair, a button nose, and full lips most attractive. In contrast, the youngest demographic, Gen Z (born from 1997 to 2012), gravitates towards men with an athletic build and women with raven-black hair.
The CREO Clinic noted, “Overall, the research shows that preferences for attractiveness shift from lighter hair in Boomer women to darker hair and more athletic body types in Millennials and Gen Z.” The findings suggest a trend where men are generally viewed as most attractive with an inverted triangle or trapezoid shape, while women continue to be favoured for their hourglass figures.
Specific Preferences by Generation
For Gen X men (born between 1965 and 1980), almond-shaped brown eyes and button noses emerged as top features, along with a preference for dark brown hair styled in a short fade. This group also showed a tendency towards slightly taller men than Boomers, with heights ranging from 5’10” to 6’0″ being the most sought after.
Women from Gen X preferred almond-shaped brown eyes, a button nose, and full lips, complemented by a round face shape and medium-length light blonde hair.
Millennials (born between 1981 and 1996) demonstrated a continuation of certain preferences. For men, almond-shaped brown eyes, button noses, and full lips remained popular, with dark brown, wavy hair styled into a short fade. Their height preferences also increased slightly, favouring the 5’10” to 6’0″ range, while athletic builds characterized their ideal male body shape.
The ideal woman for Millennials featured rounded brown eyes, a button nose, and full lips, aligning with preferences seen in previous generations.
Gen Z’s preferences echoed those of earlier groups, with a strong inclination for almond-shaped brown eyes, button noses, and full lips in men. Their ideal male also included dark brown, wavy hair styled in a short fade. For women, Gen Z participants favoured those with almond-shaped brown eyes, button noses, heart-shaped faces, and full lips, diverging from previous generations by preferring long, straight black hair.
CREO Clinic further noted that lip fillers have become increasingly popular among younger generations, with Gen Z showing heightened interest in treatments targeting lip enhancement.
This comprehensive survey highlights how standards of beauty and attractiveness evolve over time, reflecting broader cultural shifts and changing societal norms. The findings could have implications for industries such as fashion, cosmetics, and dating services, as marketers seek to align with the desires and preferences of different age groups.
