When Pantone announced that 2017's color of the year would be a vibrant green shade dubbed "greenery," it seemed doubtful that a color so far from the light, frothy pink that came to dominate ad campaigns, mood boards, and accessories would actually earn the same popularity that 2016's it-color did. But now, summertime has crowned its new hue—and Gen-Z Green is it.
Much like Millennial Pink before it, Gen-Z Green first gained traction on social media through platforms like Instagram and Tumblr. Similar images of mostly white midcentury modern homes brimming with lush, green potted plants garnered countless likes and reposts as a younger generation shifted away from surprisingly-hard-to-keep-alive succulents to favoring leafier monstera plants and vivid cacti.
The rising popularity of the Instagram account @plantsonpink piqued followers' interest with rich hues of millennial pink, but it also pointed toward a newfound interest in green. But plants haven't fully satiated the newfound desire for more and more green. Gen-Z Green is quickly making its way everywhere.
It's the color of the matcha lattes that are one part delicious beverage, one part Instagram bait. It's the pop of color on the heels of omnipresent Stan Smiths. It's the color of the dress Beyoncé wore in one of her first post-pregnancy announcement appearances. It's the inspiration for Floss Gloss's recently released nail polish, Night Palm, developed after the company received countless requests for a true green shade, according to cofounder Janine Lee.
Gen-Z Green has made its way into the mainstream bit by bit, and author Emma Straub noted on her bookstore's Instagram account, @booksaremagicbk, that the color is also starting to show up on the covers of recent releases. Each utilizes greenery as a lush base, while subtle pink accents help make the shift from one it-color to the next a smooth one. Green may be in, but that certainly doesn't mean that pink is out.
Although we like to say books should not be judged by their covers, the designs that top off the latest must-reads do tend to spark intrigue in a collective consciousness. Captivating plot and prose aside, what else could help to explain the manic success of Stephanie Danler's summer 2016 release, Sweetbitter? If the cover of summer 2017's most popular book turns out to be a punchy shade of green—as is likely—then this hue may very well overtake its pretty pink predecessor.