Millennials explain - What is 'Gen Z yellow?'

Millennials explain - What is 'Gen Z yellow?'

We could hardly believe our screens when we saw it, but reportedly 'gen Z yellow' is here to replace 'millennial pink.' Confused? You’re not alone! Luckily, we've done the research so you don't have to!

The phrase was coined by writer Haley Nahman of the forward-thinking fashion site Man Repeller back in August 2017. Nahman described it as "not one particular shade, but rather several shades, from buttercream to melted butter and beyond. Just like millennial pink, it's finding its sea legs by way of the young and the hip, which can only mean one thing: By 2018, the entire internet will probably look like the inside of a banana."

We first spotted it in Beyonce's 'Hold Up' video and now it's filling our Instagram feeds. According to Behr Paint color expert Erika Woelfel, 'gen Z yellow' is an informal name for a shade of yellow that imparts "a strong sense of energy and positivity." Woelfel says that "In contrast to millennials' nostalgic pink, yellow represents vitality and ambition, traits we're seeing in this upcoming generation of tastemakers."

So why does 'gen Z yellow' matter to your business? We're seeing more and more of this particular colour in everything from clothes and accessories to beauty and interior design. So while brands are infusing yellow into their packaging design, retails shelves, clothing lines and window displays, we are of course also seeing it fill our feeds and timelines.

Gen Z yellow' shows there's been a change in the tastes and buying habits of the younger generation. The lurid yellow filling our Instagram feeds shouts 'I'm not meekly conforming.' It's not attached to a specific gender. Yellow implies movement and change, so it makes sense it's now associated with a generation that's growing up with an astute awareness of the world.

Need some help decoding the jargon and harnessing the power of social media? Get in touch with Bigg today! Our team of experts will provide a full arsenal of digital marketing services designed to grow your business.


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