It's actually an old trend. We studied it in fashion history, color theory, and interior design classes. Socio-political and economic pressures push people away from more colorful palettes. Also, age can play a role in color trends. For example, back in the 1980s, wine red or dark mauve was a heavily preferred color of the post-menopausal market. In the industry, we laughingly-lovingly referred to the color range as menopausal mauve.