The 20 Biggest Millennial Wedding Trends (According to Millennials)

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

We asked 800 18-34-year-olds to tell us the new weddings traditions and trends they’ve seen…

Millennials do want to get married, just in their own way. According to our recent survey on weddings, 18-34-year-olds are prioritizing “comfort, personalization, and innovation” on the big day. Millennials are ushering the age of “bridechilla,” and Pinterest reports that “[t]he new direction of nuptials in 2017 is all about personalization and having fun,” with brunch weddings, personalized drinks stations, brides with natural hair, and off-the-shoulder wedding dresses as some of the biggest rising trends. We weren’t surprised by those findings, as our 2016 survey on wedding trends saw “experience over tradition” as one of the biggest themes. We told you then:  

“Not too surprisingly, throwing tradition to the wind was a major theme that Millennial wedding goers say they’re seeing at nuptials today. One 32-year-old female says that brides and grooms are, “Making it more about the experience and less about tradition.” “Non-traditional” came up again and again, when talking about cakes, dresses, ceremonies, engagement rings and more.”

To kick off wedding season this year, and continue to keep you ahead of the wedding trend curve, we once again asked Millennials to tell us the new traditions they’re noticing. Here are the top 20 they mentioned in our recent wedding survey:

*These were open-end response questions to allow us to capture the full range of trends that 18-34-year-olds are seeing. As with any qualitative question, the responses include those that are top of mind and those that are seen most. The list is ordered according to number of responses received, and alphabetically when ties occurred. 

What New Wedding Traditions Have They Noticed?

18-34-year-olds

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The Newsfeed

“I observe holidays and religion-based traditions but am more connected to it as a culture than as a religion.”—Female, 27, MA

Chinese youth have a “selfie obsession” that’s changing beauty standards and creating a new tier of celebrity. The Influencer Effect is full blown in China, where young consumers are beautifying their selfies via filter apps like Meitu and plastic surgery—all in the quest to look more like wang hong, their internet celebrities. One influencer, HoneyCC, argues that “Selfies are part of Chinese culture now, and so is Meitu-editing selfies.” But some say the trend is pushing the population to become more homogenous by favoring certain features, and headlines have lashed back against the whitening of skin prevalent in social apps. (The New Yorker)

Eighty-one percent of Bustle, Romper, and Elite Daily’s Millennial readers say social media is the best way for advertisers to reach them. Bustle’s latest questionnaire also found that 40% of their 18-34-year-old readers prefer Instagram for brand communications, followed by trusted websites, email, and online articles. Some other fun insights: Over half believe that a company should give back, instead of just turning a profit, and 49% think “companies should do more to protect the environment.” (Adweek)

Drug use is down among teens—except when it comes to marijuana and vaping. From the 1990s to 2017, the percentage of teens who said they’d been drunk dropped from 46% and 58%, and those reporting they’ve smoked cigarettes from 26% and 17%. However, marijuana use increased for the first time in seven years in 2017, while vaping is up as well, with at least 19% of high school seniors, 16% of sophomores, and 8% of eighth-graders saying they’ve vaped in the past year. (LATimes)

Two modern dating shows are coming to Facebook Watch. The first “unscripted dating show” from SoulPancake, Love & Longitude, is shot on iPhones and shows two potential love interests’ relationship blossoming across FaceTime, social media, and other digital interactions. The second dating show from Machinima, Co-Op Connection, plays into the esports craze. One bachelor gets to pick his partner based on their personality—and their skills at the videogame, PlayerUnknown’s Battlegrounds. (tubefiltertubefilter)

Some cities are past their “peak Millennial” populations, as the generation increasingly finds new digs in the suburbs. Boston, Chicago, and Los Angeles all reached their highest Millennial population in 2015, and New York and Washington D.C. are showing slowing Millennial growth, according to U.S. Census data. Meanwhile Chicago’s suburbs and others have seen an uptick in their young adult populations—another Millennial myth debunked. Which urban centers are still attracting the demo as they age up? “Tech hubs” like Seattle and San Francisco. (Time)

“Crochet and knitting are very relaxing, therapeutic, and have tangible results."—Female, 31, AL

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