Millennials Love Energetic Colors Generation Y (better known as Millennials) were born between 1981 and 1996. While this group holds less wealth than other age groups, they are the audience that holds the strongest brand loyalty. They like a range of colors. Some favor soft, pastel colors including millennial pink and mint green, but have also embraced minimalistic hues which includes muted greys, whites and browns. However, others have an eye for bright and energetic colors, embracing the bold 80s and 90s color palettes of their youth. Pink traditionally represents love and compassion, but some think millennial pink is a response to the over feminization of the color. Once considered a color “just for girls”, it’s quickly become a gender-neutral shade. Orange channels the energy and power of both yellow and red and is associated with a ordability. This shade can also be used to generate impulse purchases or spur action, which is why it is a favorite for marketers targeting millennials (like Apple or Nike). Gen Z Likes Bold and Contrasting Colors Generation Z was born between 1997 and 2012. These consumers currently have the lowest purchasing power but are expected to represent 27% of the world’s income by 2030. This generation includes people from 12 to 27 years of age, so they are still relatively young. Studies have shown that younger generations gravitate towards bright and contrasting colors, because of their feeling of joy and excitement. Gen Z has their version of yellow that is poised to rival millennial pink. This sunny hue evokes positive connotations like happiness, optimism or intelli- gence. It’s also a favorite because of its excitement and ability to pop in social media photos. Purple creates a sense of exclusivity or excitement. This shade is perfect for indicating beauty or luxury. Gen Z purple is the next big thing, which is a bubbly and bright shade of lavender. Sources: Statista | Hubspot | Pantone | How Color Plays Into Generational Marketing (web ow.com)
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