According to Pantone, Sand Dollar is “considered a neutral color that expresses concern about the economy.” If that doesn’t say boomer, I don’t know what does.īut you don’t have to take my word for it. So, while there is no official color for boomers, I’d argue that Pantone’s 2006 Color of the Year, Sand Dollar, could be considered Boomer Beige. The baby boomer generation includes people born between the late 1940s and early 1960s. As of 2022, this generation holds 50% of wealth in the United States.īoomers overtook the silent generation in percentage of wealth around 2006, which shifted generational marketing tactics towards the generation with increased buying power. Boomers prefer neutrals and trustworthy classics So I’ll be referencing Pantone, as well as other color experts, as we explore the colors that influence marketing messages, product packaging, and fashion trends for different generations. Their team of color experts look into trends stemming from everything like fashion and entertainment to technology and sporting events. This is not to say that the Pantone Color of the Year is the definitive source of color trends - but it’s pretty influential. And because the Institute has named a Color of the Year annually since 2000, we can see how color has influenced generational marketing throughout the past two decades. Pantone Color of the Year creates a generational marketing timelineįor more than 20 years, color experts from the Pantone Color Institute have used color psychology and researched color influences to provide seasonal trend forecasts. So let’s lend a bit of color to age-based marketing and explore just how a color (or several) can define a generation. To successfully market to a set age group, you have to understand their shared values, style choices, and - you guessed it - color preferences. Generational marketing involves catering marketing efforts to specific generations.

Not only do colors inform moods, styles, and tones - they can heavily influence generational marketing strategies. And if a person says they’re “going green,” you’ll know they’re trying to be eco-conscious. If someone says they’ve got the blues, you know they’re feeling sad. A red light gives you a visual cue to hit the brakes. Colors are used to communicate different messages all the time.

Mint color ui