What Millennials and Generation Z Want for Their Weddings

By Brynne Adamson

Knowing what Millennials or Generation Y (people in their 20s and 30s) and Generation Z (people in their 10s and 20s) want for their weddings can help you market to them easier for your business.

In fact, according to a 2021 article published by the Handbook of Research on New Media Applications in Public Relations and Advertising, "The only critical factor that distinguishes a company's value proposition from that of its competitors is their ability to establish a dialogue with their target audience, starting with their advertising campaigns."

That's why we made a list of what each generation plans for their wedding in the year 2021. Take a look at our findings below and try to match your target market's needs and wants.

Generation Z

Although the world is changing, 9 out of 10 people who are part of Generation Z still see themselves getting married in the future, according to a 2019 study by the Knot.

Around 92% of Gen Z plans to be financially stable before getting married, a 2019 survey by Juv Consulting found. The survey also found that 33% of Gen Z want to pay for their own wedding, which means you'll be working directly with them rather than their parents.

Another 2020 survey by The Knot found something similar, stating that Gen Z wants to achieve financial stability before getting married.

Most of the Gen Z respondents from the Juv Consulting survey said they want to rethink their wedding traditions by merging traditions and adding a twist to them or starting new traditions. Around 18% of respondents in the 2019 study by the Knot said they want to be conventional or traditional with their wedding.

"Nearly 60 percent of Gen Z respondents said they are likely to include a charity in their wedding registry as a way to give back and use the event to make a social impact," according to Bloomberg reporter Colin Bertram.

Millennials

Many wedding planners have seen a change in the industry because of Millennials.

Millennials paid 42% of their wedding bill in 2019, according to Weddingwire's Newlywed Report for 2020. The report found, "While the average Millennial wedding costs nearly $10,000 more than a Gen X wedding, we know they are also more likely to invite 36 more guests, include an open bar and serve late night snacks."

Although, having large weddings may not be a trend in 2021 because of the recent pandemic. Instead, many couples are doing "micro weddings," where only less than 50 people attend the ceremony and reception.

This trend is popular because micro weddings are cheaper than traditional weddings, the wedding can be more unique and brides and grooms can spend quality time with their guests.

According to a 2018 study published by the Cognizant Communication Corporation, Millennials' most popular choice in a wedding ceremony venue is a religious space, and their most popular choice in a wedding reception venue is a hotel or banquet hall.

Some Millennials keep the reception going longer than the typical daily event. According to Weddingwire senior editor Kim Forrest, "28 percent of millennials host a morning-after brunch."

Pinterest is a "key communication and social marketing tool for companies to interact with Millennial women regarding wedding-related information... and services," the authors of the Cognizant Communication Corporation study found.

The Juv Consulting survey found that 53% of Millennials want their wedding to reflect their relationship with their partner. This means customized, unique weddings are going to be popular.

Forrest said around 22% of couples are incorporating aspects from their hometown into their wedding, too, such as decor or food.

Similar to Gen Z, Millennials are rethinking and modernizing traditions. However, according to Forrest, 92% of couples still perform a first dance during their reception.

Many Millennials are trying to have "green weddings," which is a wedding that is more environmentally friendly.

An example of having a green wedding could be reusing an old wedding dress, having recycled decorations, getting food from a local supplier and hosting the reception in a beach or mountain area, according to a 2019 study published by Bangkok University.