Eiseman certainly believes so: "Just as we reached for coloured crayons as children, giving us the freedom to create, colour still offers the opportunity for creative expression and enables us to escape and fantasise." This, too, could be reflected in the naming of two colours after the youngest generations millennial pink and Gen Z yellow . As millennial pink was first employed by a switched-on, smart generation of young women to reclaim the femininity of a new wave of feminism, yellow represents the hopeful outlook of the activist teens of Gen Z. "Millennials are very aware of how pink has become a colour that is no longer meant for women only, but can be worn by men, too," she says. "Gen Z yellow speaks to hope and optimism – something so necessary in thinking about the future."