“When older generations see this popularity and use the color more, Gen Z yellow becomes too saturated,” said Nick Kolenda, who studies the psychology of marketing. If Gen Z yellow feels too forced, its target demographic just might shun it. “Marketers use the color to speak to a consumer who is looking to be empowered.”īut they’re also speaking to a consumer who knows all of these branding tricks. “The younger generation is drawn to yellow because of its expressive and hopeful qualities,” she said. “It spurs excitement, creativity, and stimulation,” Kesselman said.įor Peggy Van Allen, a designer and president of the trade association Color Marketing Group, this presents an opportunity for branding experts to align their products with customers’ emotions. Read about Gen Z yellow, and you’re bound to learn a few tropes: the color represents hopefulness and optimism, two feelings that young people are desperate for in a precarious reality. Photograph: Mason Poole/Parkwood Media/Getty Images for Atlantis The Royal “This isn’t my first time hearing about yellow, but it doesn’t come up in conversation as much.”īeyoncé performs in Dubai this month. “It gets more attention and translates to interiors more so than this Gen Z yellow does,” he said. Martin Kesselman, an interior designer and owner of the high-end New York paint shop Incolour, said he still regularly gets inquiries about millennial pink, even seven years after its supposed peak. “Even if you look at their response to the climate crisis, there’s an understanding of urgency and need to make themselves heard without timidity.” “Millennials in the 2010s were trying to adapt to an existing culture, and Gen Z is more willing to question the prevailing culture,” she said. Millennial pink thrived in a sense because its eponymous generation wanted to fit in Hyland doesn’t think Gen Z has the same desire. “I think there’s been a push to make various Gen Z colors happen – à la ‘fetch’ from Mean Girls – that I’ve been seeing since at least 2017, but it has not reached the same kind of ubiquity,” she said. Of course, the same could be said for millennial pink, though Hyland notes the color was in the ether before brands picked up on it. “This feels like a manufactured marketing thing to me,” Hyland told the Guardian. She’s not buying the idea that yellow is the official color of Gen Z – or that young people need any official color at all.
She’s also the first person who put “millennial” in front of pink for a 2016 piece in the Cut – which she now has some regrets about. Véronique Hyland is the fashion features director of Elle magazine and the author of Dress Code: Unlocking Fashion from the New Look to Millennial Pink. Gen Z’s “individualistic attitudes” also do not do any favors for its namesake color young people prefer to tout their own unique style, not follow trends. Millennial pink won fans for its calming nature its successor is less easy on the eyes. Blame it on the shade being rather “bold”, as the Business of Fashion euphemistically puts it. Still, you will not find Gen Z yellow infiltrating every facet of design in the same way that millennial pink once did. Mohammed Hadban and Humaid Hadban wear yellow Loewe jackets during Paris fashion week.
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