Generational Targeting Through Color

If you are targeting Gen Y, you had better have some white goods because Gen Y is statistically significantly more likely to name “white” as their primary kitchen color than Gen X and the Boomers – by a two to one margin (44% for Gen Y vs. 23% for Boomers).  Gen Y is also more likely to name gray as their primary color by a three to one margin than the other generations.  So, if gray and white are the primary colors for Gen Y, what color is most likely to be their primary kitchen accent color?  You guessed it – black – again by a statistically significant margin.  Clearly a product strategy to reach out to Gen Y won’t work with green and yellow products. 

How to appeal to Boomers and Gen X?  Seeking comfort these generations are attracted to tans, beiges, ivories and browns as their favorite primary kitchen colors.  They are also the generations that favor yellow in a big way.  Unlike Gen Y, their accents come from the same color families as their primary colors – tans, beiges and ivories and browns - they are more monotonic than their younger neighbors.  Gen Y, on the other shows more color flair by selecting purples, golds and silvers as among their favorite accent colors – setting off their gray and white kitchens. 

The American Living Survey is a trends tracking mechanism.  It is different from many other trends services in that it is based on surveys of American households.  This permits us to go much deeper in our analyses.  We can explore color preferences, for example, not just in general but by population segments such as genders, generations, income levels and geographic regions.  Generational color preferences are a great example of this.



The American Living Survey is a convenient, low-cost resource for your questions about American homes and lifestyles.  You can purchase the TALS reports and you can participate in TALS by purchasing a single question or as many questions as you like in the survey.  The answers, of course, belong only to you