Wynter, L. (2002) p.154

No matter how many times or ways I asked experts to explain exactly how and why Transracial America sells, the answer always boiled down to the belief that Transracial America is real. As BBDO's Katz put it:

“There may be this sociopolitical division [between races and ethnic groups]. They may have these thoughts [of racism, alienation, ethnic chauvinism]. But they are still living the way they are living. Their environment is as it is. The images they see are the images they see, and the malls they go to are the malls they go to.

The reality is that this is the gestalt of society. Advertising is not interested in recognizing the sociopolitical issues. It is only interested in realizing [consumer] reality, the gestalt. It can't affect sociopolitics, it doesn't want to go near it; it avoids it like the plague.”

Color in advertising is especially reflective of reality for younger consumers, the so-called Gen-X (born between about 1965 and 1978) and Gen-Next or Echo Boomers (the late children of the baby boomers, born since 1978), because, as with science fiction devotees, it meets their expectation of what's next.