How The Wedding Industry Is Getting Millennialized

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

Millennials are powering the trends that are changing wedding traditions, forcing long-time industry giants to rethink their methods, and creating opportunities for more up-to-date startups…

They might be built on tradition, but weddings are swiftly changing in the era of Millennial brides and grooms, who still want the “I-dos” but have their own approach to the milestone—from the engagement to the getaway. While stunts avocado proposals might make headlines, we’re talking about the bigger picture preferences of a generation of couples that are more likely to get married later in life, pay for their own weddings, and want to throw a memorable ceremony and reception that reflect their personalities. When we asked 18-35-year-olds what they most want their wedding to be, their top answers were "fun," "personal," "intimate," and “unique”—while less than one in ten say they want their day to be traditional.

Millennials have told us all about the wedding trends they see on the rise as a result of their generation’s unique approach, from digital details to cake alternatives—and these new takes on tradition are shifting the massive wedding industry in ways both big and small.

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

Last year, we explored what Millennials are looking for in engagement rings—and how their inclinations are challenging the industry. Their shifting definition of luxury and status symbols, environmental and social concerns, and budgets have caused some real disruption, and while we find the majority still want a ring of some kind, they aren’t married (sorry) to the idea that that ring needs to be a big new diamond that costs a certain percentage of their salary.

They’re also open to non-traditional ways of finding that ring, shopping on Etsy, buying from smaller indie designers, and, of course, rule-breaking…


Want to talk to us about the article
or dive into a custom study?

The Newsfeed

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)

Sign Up Now

Subscribe for premium access to our content, data, and tools.

Already a subscriber? Sign in.

Upgrade Now

Upgrade for full access to the best marketing tools for understanding the next generation.

View our Client Case Studies