20 Wedding Trends Millennials Say Are On The Rise

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketing

Millennials have been slow to say “I do,” but as more of them step up to the altar, their ideas for the big day are changing...

Millennials are eschewing many social norms, not the least of which is marriage. As we told you last week, 18-35-year-olds are in no rush to tie the knot. While the majority do want to get married, they’re doing so later and later–in 40 years, the average marriage age has jumped from 20 to 27 for women, and from 22 to 29 for men–and they’re doing it on their own terms. That extends as much to when they’re getting married as to how–Millennial weddings are no cookie cutter affairs (except, of course, when the dessert is not cake but cookies). Does that mean Millennials are ditching church ceremonies and fancy catered dinners? Well, maybe. What really counts is whether or not those customs fit into the happy couple’s unique tastes. When it comes to Millennial weddings, like everything else in their lives, tradition is out and customization is in.

So what does that look like? When we asked 18-35-year-olds what they most wanted their wedding to be, their top three answers were "fun," "personal," and "intimate." Less than one in ten say they want their day to be traditional, and nearly eight in ten say they’d rather have a small, intimate wedding instead of a big, expensive one. To get a clearer sense of what this might look like for future weddings, we asked Millennials in our recent monthly survey, “What, if any, new wedding traditions or trends have you noticed lately?”* Here’s what they say is in style when it comes to getting hitched:

*These were open-end response questions to allow us to capture the full range of wedding trends that 18-35-year-olds are seeing. As with any qualitative question, the responses include those that are top of mind and those that…


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Quote of the Day:  Millennials have grown up in a world where consuming wine outdoors—or any location outside of the traditional table—is more acceptable than generations past.”—Kate McManus, VP of Marketing, Delicato Family Wines (Wine Spectator)

Young consumers are “killing the shopping spree.” Whether they’re signing up for the growing number of clothing subscription services (Rent the Runway, Le Tote, Urban Outfitters, etc.), shopping second-hand, or just culling their closets—young shoppers are quitting fast fashion in droves. Some are inspired by Marie Kondo’s joy-sparking brand of minimalism, while others want to help the environment—and still others are just seeking a wide range of things to wear at a lower price. (Vice)

Airbnb is launching “adventures” for experience-seeking young travelers. The site that started with accommodations and moved into one-off “experiences” (like dinner parties) now offers multi-day excursions, complete with guides, gear, meals, and accommodations. The platform already features over 200 trips in 40 countries, including a tiger-tracking expedition in Kenya and a trek through the canyons of Oman. (Fast Company)

Tyson Foods is taking on the fake meat market with plant-based nuggets. The pea protein nuggets are the first in a line of “Raised & Rooted” products from Tyson Foods. The brand's CEO explains they’re catering to the “growing number of people open to flexible diets that include both meat and plant-based protein”—aka young flexitarians, not full-time vegans. But can a company known for its meat sell the idea that “this [trend] is about ‘and’—not ‘or’”? (The Verge)

Snapchatters can shop Levi’s new Pride Month jacket via selfie filter. The Shoppable feature is first enabled by scanning a QR code found at select stores or by getting a special Snapcode from a friend. Then, users can try on the special-edition trucker jacket via augmented reality, customizing it with one of two washes and a selection of six pins and patches. Once they complete the look, users can purchase the Pride Month Jacket—without ever leaving the app. (SJ)

Amazon’s new Echo Dot Kids Edition revamps the original. The new smart speakertakes many cues from the adult version’s second generation (it’s louder and rounder) but adds special features just for kids that go beyond a rainbow-striped color scheme. The device will come with a year of FreeTime Unlimited, a subscription service that includes popular Alexa skills like Pinkfong’s Baby Shark Adventures, as well as an enhanced parental control suite to address growing privacy concerns. (VarietyCNET)

Quote of the Day: “Young people still have an incredible interest in the Olympic Games…But the way they are consuming the Olympic Games—the type of content they are watching and the ways and the platforms on which they are watching—are fundamentally changing.”—Kit McConnell, Sports Director, International Olympic Committee (Bloomberg)

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