How To Color-Appeal To GenZees

The fractured media environment coupled with algo anxiety is causing trends to move at an accelerated pace, redefining hype in the process. To capture Gen Z in the years ahead, brands must position themselves in the hype value matrix.

Many Gen Z have adopted a “shop-to-sell” mindset, having grown up on some of these platforms, exchanging goods and passively making money. Brands can integrate this model into strategies to lure Gen Z. Selfridges launched a series of recommerce initiatives such as The Stock Market, a circular fashion pop-up where consumers exchange clothes for store credit and restore, repair and upcycle items. Apple also takes all phones and laptops in exchange of significant discount politics attracting GenZ.

Here a few color directions to appeal to Zoomers

Use comforting darks to appeal to nihilistic youth:

Strategy:

• Use darker colors across brand imagery, packaging and social media campaigns to align with youth who are tapping into the emo subculture including the Subversive Romantics.

• Lean into moody and grunge aesthetics by experimenting with dark photography and styling, as well as make-up and hairstyles close to 2024 grunge subcultures. Cast influencers and celebrities who are part of these subcultures

Otherworldly darks and alluring brights

Strategy:

• This is a more futuristic and less romantic aesthetic. As the human-tech duality evolves, gaming and the exploration of virtual worlds will be an important source of inspiration for youth.

The chaotic curators

Strategy:

• Be playful and bold when marketing or selling to this group and be sure to follow kidult lifestyles. Playful experiences and messages resonate well with this group, as 51% of LATAM Gen Z and 59% of APAC Gen Z are willing to purchase from brands that embrace humour and play. For beauty and interior brands, embrace bad taste and pair it with surreal and kitsch designs to align with this cohort’s aesthetic and visual identity.

• Chaotic Good is part of Gen Z's larger shift away from Instagram's picture-perfect aesthetic. Instead of hyper-curated content, they love casual posting or even being "messy on main" by posting vulnerable or unremarkable content to their main Instagram page. As a result, social trends celebrating mess, chaos and clutter are going viral, including #cluttercore and #chaoticacademia.

Jellied brights

Strategy:

• Appeal to the playful, expressive style of the Chaotic Curators, taking inspiration from Kidult and Kawaii aesthetics.

• Apply these vibrant colors to translucent or lustrous materials to emphasise the jelly-like quality. Use as standalone colors or make a statement with off-kilter combinations.

Illuminating pastels

Strategy:

• Evolving from last season’s Surreal Pastels, this palette exudes a sense of calm and serenity while still feeling futuristic.

• This palette is more surreal and psychedelic than childish, refreshing, young yet mature.

Retro primaries

Strategy:

• Playful primary colors invoke nostalgia, as Gen Z draws style inspiration from bygone eras.

• Experiment with clashing colour combinations to refresh jersey and knit Youth Essentials and loungewear. Embrace head-to-toe colour or use it for colour-blocking, stripes and contrasting tipping.

Sanded neutrals

Strategy:

• Dusty desert terrains and adventurous outdoor pursuits inspire primal earth tones.

• combine sunbaked hues and muddied neutrals with key colour Amber Haze. Use them to refresh Utility, Workwear and outdoor styles. Replicate Aged Appeal on denim through organic enzyme washes.