As millennials settle into married life, home ownership, and parenting, the wedding industry has begun ushering in a new generation and the complexities that come with it.

Generation Z, otherwise known as Zoomers, encompasses everyone born between the mid-1990s and 2010 (McKinsey & Company, 2023). So, while those on the younger side are still children, the older end of the spectrum are in their early to mid-twenties, making up the primary demographic of the wedding industry.

Plenty of factors set Gen Z apart from the previous generation, Gen Y. While millennials grew up through the dawn of technology, Zoomers don’t know life before smartphones and social media. Millennials experienced the before-and-after of The Great Recession, whereas financial instability has remained constant throughout Zoomers’ lives. Natural disasters, biodiversity loss, and food scarcity have led to increased climate anxiety for Zoomers. And, of course, COVID-19 drastically impacted their formative years, with virtual school and limited social activities keeping them home.

There’s no denying that the wedding industry has already begun adapting to Gen Z’s demands. We’re livestreaming weddings for faraway guests. We’re practicing waste reduction strategies to reduce carbon emissions. We’re planning events via Zoom.

As Gen Z continues to age up and dominate the market share, wedding professionals must be mindful of how Zoomers navigate the world and how their experiences influence their event planning needs. Here are five ways to futureproof your wedding business by measuring up to Gen Z’s expectations.

Upping your tech game

In a world with Postmates and ChatGPT, we can do virtually anything from the comfort of our smartphones. Naturally, Gen Z expects to add wedding planning to that list.

“Generation Z expects efficiency and automation,” explains Nora Sheils of Rock Paper Coin and Bridal Bliss. “They crave a personal and authentic experience but also like to get as much done virtually as possible.”

While digital collaboration has been a valuable selling point for several years, it’s now a must-have for wedding professionals who hope to target the Gen Z market.

“Brands in the wedding industry that have not adopted software to streamline their processes and make things easier for their teams and their clients are losing business,” Sheils confirms.

She recommends starting with software for automating appointments or streamlining the onboarding process with virtual contracts. “There are options that are very inexpensive and geared towards weddings and events specifically,” she adds.

Any step you can take toward elevating your digital client experience will go a long way in attracting, retaining, and impressing couples, even as the market evolves.

Adopting more eco-friendly practices

Zoomers have grown up watching climate change become a more dire issue, which will not only affect them but their future generations. As a result, many Gen Z couples are conscious of their global impact and aim to reduce their carbon footprint.

“Gen Z is sustainability-conscious in a way that exceeds just using recycled material,” says Jacqueline Vizcaino of Tinted Events Design and Planning.

Electric cars, plastic-free households, and now weddings — younger generations are quick to think of the planet in every aspect of their lives.

To meet their needs, she recommends “developing a list of vendor partners that are in line with eco-friendly or sustainable practices so that when that request is made, you have put thought and can provide resources to your clients.”

You can also implement earth-friendly practices in your business, like composting, reducing energy use, contributing to environmental causes, and purchasing carbon offsets (which make a great wedding gift for eco-minded couples!).

Prioritizing mental wellness

Gen Z has stripped away the taboo of therapy and mental illness, pointing to their collective awareness of mental health and the significance of one’s emotional well-being.

Mary Angelini of Key Moment Films elaborates, noting that “they are aware of the stresses and anxieties associated with wedding planning and are more likely to take measures to ensure self-care than previous generations.”

Expect Zoomer couples to set firmer boundaries, express their emotions more effectively, and place greater emphasis on finding balance during the wedding planning process.

“Adapt and think about how you can incorporate your services to accommodate the value of mental load and emotional well-being,” Angelini encourages.

It could be as simple as checking in on their stress levels before every meeting or sending reminders to set planning aside for a few evenings each week. Give attention to your clients’ mental well-being, and you’ll earn their trust, respect, and appreciation.

Breaking the norms

There’s no room for cookie-cutter celebrations with Gen Z, a demographic known for its open-mindedness and willingness to reject the status quo. So when it comes to weddings, avoid making assumptions and always expect the unexpected.

“Generation Z is known for breaking the mold of tradition and challenging long-held beliefs to embrace their opinions and ideas,” affirms Sarah Anderson of Twickenham House and Hall. She encourages wedding pros to “embrace the ideas or preferences of Generation Z couples that may be against the wedding tide.”

“Generation Z refuses to embrace traditions they do not align with or find disturbing,” she adds. “Thus, old practices, such as being escorted by the bride's father down the aisle or the bouquet toss, are becoming less common in the industry. Because Generation Z is inclusive and affirming, finding vendors who celebrate their diversity is significant.”

Speak to your Gen Z audience with messaging tailored to their values, demonstrating inclusivity, flexibility, and acceptance. But more important than a marketing strategy, make sure your business practices and processes are built upon such principles.

Building authentic connections online

With hyper-curated content filling our social media feeds, it’s easy to fall into the trap of digital perfection. But wedding planning is an intimate experience, and Gen Z couples don’t want to hire someone with a flawless brand presence. Instead, they want to work with a human who they can relate to on a personal level.

“Gen Z prioritizes connection over everything else,” stresses Adrienna McDermott of Ava and the Bee. “They want to connect with their vendor team, get to know the person behind the brand, and be a part of the journey.”

Enji’s Tayler Cusick Hollman agrees, noting that “people buy from real people.”

So, how do you present your brand authentically without sacrificing professionalism? “You need to start showing your face and thinking of yourself as the most important influencer for your own brand,” Cusick Hollman states.

McDermott recommends embracing this form of “connection marketing” by “writing educational blog posts, sharing behind-the-scenes of events on Instagram, and answering questions in the DMs.”

Forget about the extra-polished captions and impeccable poses. Instead, showcase your expertise alongside your personality by using your authentic voice and telling your story.

Gen Z is less concerned about how your brand appears on the surface and more about what lies beneath — your values, experience, and personality. To capture a Zoomer’s heart, simply be yourself and show that you care about the issues that matter most to their generation: climate change, inclusivity, mental health, and authenticity.

Meghan Ely is the owner of wedding PR and wedding marketing firm OFD Consulting. Ely is a sought-after speaker, adjunct professor in the field of public relations, and a self-professed royal wedding enthusiast.