Colorless America: The Permanent Shift to Gray

The color recession that began in the late 2000s has dragged on for over two decades, leaving many to wonder if it's permanent. Bob Buckter, a 79-year-old housepainter known as 'Dr. Color,' has watched with dismay as essentially colorless colors like white, beige, and gray have taken over.

A study of homes in Washington, D.C., found a sharp rise in the number of gray homes, especially in gentrifying wards. Sue Wadden, director of color marketing at Sherwin-Williams, notes that while warm colors are making a comeback, they're 'warmer whites.'

The company's current list features 'Ice Cube' and 'Crushed Ice,' both white, and 'Agreeable Gray' and 'Passive,' both gray. Pantone's 2026 'Color of the Year' is also white.

New car production has followed suit: between 2004 and 2023, grayscale colors rose from 60 to 80 percent, while purple cars dropped by 93 percent and gold by 97 percent.