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Gen Z Weddings: What Today’s Couples Really Want

Gen Z is the most diverse, tech-savvy, socially-conscious generation in history. Born between 1996 and 2015, they’re entering their prime engagement age and are ready to say “I do.” With this new generation of couples comes redefined expectations around client experience, with an emphasis on authenticity and greater awareness of social and cultural causes.

What does this mean for wedding pros? It means you have to meet Gen Z where they are. Are you being as inclusive, responsive and genuine as you need to be? With all the purchasing power this generation wields, it’s in your best interest to tailor your services to suit their needs. Now, let’s discuss: What does Gen Z want when planning their wedding? 

Gen Z want it their way 

As we mentioned, Gen Z really values authenticity and inclusivity, so it’s no surprise that they want a day that truly encapsulates their unique love story. Did you know that 29% of Gen Z couples preferred a DIY approach when planning their wedding, while almost 40% of millennials were more likely to hire a wedding planner? 

You might be thinking, “How do I give them the freedom to create the day they want while still being there for them?” Give couples space to explore their vision, then offer expertise and realistic expectations. Make sure they feel seen and heard before explaining how you’ll bring their dream to life. Consider à la carte services that offer a personalized approach, enabling couples to select their preferred options and tailor your checklists to cater to a more DIY approach. 

Young couples value inclusivity 

As they’ve grown, they’ve ensured that their values are heard. Cultural expression is often a must for them while planning their celebrations. As they break away from tradition, they create an event that speaks exactly to their background and who they are—as a couple and as individuals. 

To win Gen Z, lead with inclusivity. Start with these five tips: 

1. Show real representation in your portfolio: Feature couples of different races, genders, ages, abilities and body types in your website and social media content.
2. Use inclusive language in marketing and communication: Replace traditional language like “bride and groom” with terms like “couple,” “partners,” or “spouses,” so all couples feel represented. 
3. Highlight cultural awareness and flexibility: Be open and respectful toward different cultural wedding traditions. If you’ve worked with multicultural couples in the past, showcase your previous work to show your clients what you have created before—this demonstrates cultural competence and curiosity, not tokenism.
4. Prioritize accessibility: Make sure your offerings (services, venue and materials) are accessible to people with disabilities, especially if the couple indicates they plan on inviting guests with varied needs. This can include ramps in your venue, large print menus, captions on videos and alt text on Instagram posts. 
5. Be transparent about values: Gen Z wants to know what you stand for. Share your commitments to inclusivity on your website or partner with other diverse vendors, such as LGBTQ+ florists, Black-owned bakeries, women-led planners, etc. 

Gen Z couples prioritize sustainability

Gen Z is the climate-conscious generation. They are aware that weddings can be wasteful, so they often seek eco-friendly alternatives. If you are also environmentally conscious—make sure your couples know! Looking for some ways to be more sustainable? Check these out: 

• Partner with local, sustainable vendors.
• Offer options for reusable, recyclable or digital materials.
• Highlight sustainable florals, menus or décor practices.
• Reduce waste (e.g., food donation or reusable signage).

Gen Z is also becoming increasingly aware of politics and social causes, and as a result, is seeking to hire professionals who share their values. If your company supports a social cause, highlight the cause and all you do for it in your marketing materials and on your website, social media channels and Storefronts. Or, consider donating to a cause in the couple’s name if they book you. 

Engaged couples expect tech-savvy vendors

Raised in a digital world, Gen Z expects wedding pros to leverage technology seamlessly. There are many easy ways to connect with couples digitally. For instance, you can offer virtual consultations and venue tours, use planning apps or digital mood boards and provide digital contracts, galleries and planning tools.

Gen Z also wants to see you active on TikTok, Instagram Reels and other platforms where couples are searching for ideas. Nearly half of Gen Z couples use TikTok for wedding planning inspiration and are highly active on Instagram Reels. Join them in sharing their love story so they can reshare and repost when they’re mentioned or tagged by offering: 

• Fast turnaround on highlight reels or sneak peek galleries.
• Digital-first formats (online galleries, Reels, TikTok).
• Eco-friendly keepsakes or creative modern alternatives (digital albums, video books).

Nearly-weds need responsiveness and stress-free support

This generation places a lot of value on responsiveness and keeping their planning process as calm as possible. The easiest way to reduce stress for couples is to respond quick and understand their communication styles. This includes: 

• Offering several ways for them to contact you.
• Responding promptly to establish a trusting relationship.
• Asking them how they’d prefer to be contacted—don’t be surprised if it’s over text!
• Communicating on their preferred channels.

And since wedding planning can be overwhelming, and Gen Z prioritizes mental health, position yourself as a calm presence during the planning process—and on the wedding day. Over two-thirds of couples stated that at least one of their vendors helped reduce stress on their day—highlighting the vital role you play in making them feel cool and collected. Simple things like setting realistic timelines and expectations, providing organizational tools and leading with empathy and reassurance can go a long way towards assuaging their anxiety about the big day. 

Gen Z weddings 

Gen Z couples are rewriting the wedding playbook. They care deeply about inclusivity, sustainability, personalization, mental health and authenticity—and they expect their vendors to align with those values.

To thrive with this generation, meet them where they are. The payoff? A stronger connection with clients who will not only book you but also celebrate you publicly—on social, in reviews and with referrals to their peers.

Photo Credit: Kir Tuben Photography