The colour revolution: how Gen Z is painting the world

Scrolling through social media. Surfing the web. Strolling along the high street. We live in a world where we’re bombarded with captivating visuals wherever we go. Colour has become more than just a visual element; it’s a powerful tool for self-expression.

For Gen Z, colour is the latest method of communication, and they’re using it to make bold statements about who they are, what they feel, and how they view the world. But the story doesn’t stop there: From fashion runways to car showrooms, Gen Z is driving a vibrant shift in how we see – and colour – our world.

Colour as a statement

Blending in? Not Gen Z! This generation is all about standing out. For them, colour is a non-verbal language to convey their emotions, moods, and ideals.

In their fashion, Gen Z is mixing tones, textures, and styles like never before to create OOTDs that are as unique as they are expressive. Living in a time of uncertainty, they turn to statement colours to bring light into their lives and express their individuality.

And when it comes to colour, Gen Z is spoiled for choice. Their favourites? An entire painter’s palette of neon, pastel, earthy, bold, and muted tones that each tell a different story.

As a generation deeply connected to nature and sustainability, it’s no surprise that earthy tones are a crowd favourite. Warm, grounded, and neutral, these colours wrap you in the warmth of a cosy cabin in the woods. A terracotta blouse, an olive-green jacket – earthy tones possess a sense of minimalistic beauty.

The neons for purists, bold colours are for those who love to make noise with their style. Powerful and attention-grabbing, they are perfect for a generation that wants to stand out. Deep reds, royal blues, and sunny yellows are cheerful, optimistic, and uplifting.

There’s something timeless about muted colours. With their vintage vibe and subtle elegance, these shades are calming and tranquil. Muted tones like sage green and dusty rose offer an understated look that feels both soft and sophisticated.

Clothing brands have tapped into this trend, offering up designs that play with unexpected colour combinations and eye-popping shades. They know that colour sells – and no one’s buying it faster than Gen Z.

Gen Z’s (unofficial) colour of the year

Move over, PANTONE® Colour of the Year! There’s a new favourite colour in town, and it’s not afraid to make a statement.

Yellow – with all its sunny optimism and energetic vibes – has become the unofficial colour of the year for Gen Z. It’s bright, it’s bold, and it perfectly captures the upbeat, forward-thinking mentality of this generation.

But why yellow? Well, frankly, yellow is the vibe. It radiates positivity and energy, and it’s everything Gen Z stands for. Life can get tough sometimes, but yellow is the colour of hope, happiness, and a can-do attitude. This colour is popping up everywhere, infusing some sunshine in everything it touches.

Colour, Material, and Finish – but mostly colour

And it’s not just in fashion. This love for vibrant hues is steering the automotive world, too. Car brands are catching on that a fresh coat of paint can do wonders to attract younger audiences.

But have you ever wondered how these colours are chosen? Welcome to the world of Colour, Material, and Finish, or CMF, the unsung heroes of car design.

Let’s look at Hyundai Motor Company. Hyundai’s CMF team, led by the visionary Diana Kloster, draws inspiration from the most unexpected places.

Picture this: Diana starts her day with a stroll through her favourite district in Seoul, stopping by charming shops and snapping pics of everything that catches her eye. A ceramic teapot. A weathered wooden chair. These everyday objects become the muses for the next sought-after car colour.

Hyundai’s latest model – an electric city car that goes by the name INSTER, comes in a colour palette that’s practically a Gen Z mood board. Pastels, earthy tones, and muted shades dominate its exterior colour options.

“Inspiration is everywhere if you know where to look,” says Diana Kloster, Head of Colour & Trim at Hyundai Motor Company. “Inspired by Korea’s unique blend of tradition and modernity, we celebrate the essence of Koreanness in INSTER’s design language. The colour palette we curated for INSTER draws from the earth, featuring rich hues of rusted metals and the natural beauty of minerals.”

In Europe, the launch colour is the mood-boosting Buttercream Yellow. This pastel tone captures a glimpse of Koreanness and plays off of Gen Z’s colour of the year.

Unbleached Ivory, inspired by Korean ceramics, pays homage to the country’s culture and rich artistic heritage. This soft, off-white colour evokes the organic, earthy feel of these ceramics, providing a sense of calm and sophistication.

With its soft and airy structure, Aero Silver Matte pays homage to the wide silhouette of hanbok, the traditional garb of the Korean people. The openness of the colour balances opacity and transparency.

The soft and cosy feeling of Dusk Blue Matte evokes peace and tranquillity. In this way, this colour perfectly captures the spirit of Korea.

Inspired by deep hues, Sienna Orange Metallic is vibrant and luscious. By infusing the tone with light, it reflects the richness of contrasts, being simultaneously sweet and intense.

Gen Z’s colourful future

As Gen Z continues to make their mark on the world, their influence is reshaping everything from fashion to automotive design. They don’t want to follow the crowd; instead, they’re blazing their own vibrant path. So, go on – live your life just like Gen Z – in full colour.

So, next time you see a car in Buttercream Yellow zipping by, remember that it’s not just a colour. It’s a statement, a vibe, and a glimpse into the bright future that Gen Z is building.

Disclaimer: CO₂ and emissions data

The Hyundai INSTER is not currently available for sale. Electricity consumption and CO₂ values for this model have not yet been determined.