Millennials apparently eschew the mundane task of visiting a big box store for paint swatches and samples. In response, Clare and
Backdrop are selling paint through their websites. “Convenience and a friction-free life, ideally one in which any
desire can be fulfilled through clicking and swiping, is the millennial consumer’s utopia, and now that utopia has colors of its own, with generationally appropriate names like Clare’s
‘No Filter’ (a light beige with warm undertones),” according to the New York Times.
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