"'Successive generations are defined by sets of values, beliefs and behaviours that also manifest visually - most notably through their own distinctive colours,' the experts explained in an article for The Conversation. 'Segmenting by generation - boomers, X, Y, Z, Alpha - thus allows us to observe chromatic preferences that are not merely matters of individual taste, but reflections of a collective relationship to time, aspirations and dominant aesthetics.'"
"'[There is] a dominance of neutral and pastel tones,' the researchers explained. 'From the 1970s onwards, these were enriched by earthy hues drawn from nature - greens, browns and rust reds.' 'More than just a hue, this soft pastel became emblematic in the 2010s - symbolising lightness, optimism and, above all, a challenge to traditional gender codes,' the researchers said."
Favourite colour preferences correlate with generational cohorts and can indicate likely age groups. Baby boomers (born between the end of World War II and the mid-1960s) prefer traditional palettes with a dominance of neutral and pastel tones, later enriched by earthy greens, browns and rust reds. Millennials (born between 1980 and the mid-1990s) embraced millennial pink as an iconic soft pastel in the 2010s symbolising lightness, optimism and a challenge to traditional gender codes. Gen Z (born 1995–2010) tends toward more vivid shades such as lime green. Generational segmentation reveals collective chromatic preferences tied to time, aspirations and aesthetics.
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