5 Reasons Gen Z Is A Great Marriage Market

Gen Z (born between 1997 and 2012) are growing up - and with them now being in their mid-20s - they’re beginning to get married. This younger generation might not have been your first go-to demographic when promoting your ceremonies. But with unique perspectives, ample creativity and a modern view of weddings, they’re a brilliant market to focus on for any celebrant. 

Here’s why.

Less emphasis on tradition

We know that back in the 1970s, celebrancy was pioneered to cater to a segment of the population who did not want or feel emotionally connected to religious ceremonies. We now have more than 10,000 celebrant-led ceremonies every year in the UK and this number will only rise. Gen Z are typically less interested in tradition (and religion) and will be more interested in having a celebrant led ceremony. Furthermore, this generation takes a slightly different view on the concept of marriage in the first place, with 66% of those surveyed saying they accept that not all relationships will be permanent, and prefer not to put limits on relationships. This will be interesting in terms of how ceremonies are written and the messaging involved. It may also mean that some of Gen Z prefer not to go through with the ‘legal’ marriage, and stick with standalone commitment ceremonies.

Environmental and social consciousness 

Gen Z are much more likely to have natural eco-friendly weddings. They’ll be more selective in their vendors, such as looking for things like green partnerships, charitable affiliations and conscious eco-statements on venue websites. As a celebrant, you can showcase your commitment to sustainability on your website and socials to help attract this demographic. You can also enjoy the creativity that comes with outdoor and natural weddings, and be part of this incredible movement. 

Content Creation

This generation are exceptional at creating content, and are far less likely to hire formal photographers and videographers - selecting instead more unique vendors or highly skilled friends for the job. They could, as a happy byproduct, also produce some great content for you to share on your socials! Being flexible around a modern wedding is all part of being a skilled and diverse celebrant. 

Non traditional relationships 

Gen Z are more likely to have grown up in mixed households with multiple races, religions, and sexual orientations. So you can expect a good range of ceremonial ideas and fusions! A survey has shown that 19% of people in this generation identify as polyamorous, a huge increase from the two generations before them. With this comes the inevitable non-traditional marriage and family setup - something you can embrace and cater to as a celebrant. Using your empathy, creativity and flexibility, you can work around any dynamic and create a meaningful ceremony that may not ever be provided by a traditional wedding provider. 

Creative scripts

Gen Z are not short on ideas. They’re also more averse to outdated language and like to come up with slang and sayings that aren’t fully mainstream. They may want their scripts to reflect their normal use of language, and you can certainly help! Taking a collaborative approach with this generation will be wise, as they’ll certainly bring many new ideas to the table. 

How To Reach This Market

The overwhelming majority of this generation are finding their suppliers on social media. Make sure you have an instagram account and perhaps even a TikTok to showcase your work. Ensure you can showcase a variety of weddings, including those that are niche and less common. Ensure you show transparency and a commitment to sustainability, as well as ethical partnerships with other vendors and venues. 

If you’d like our help, we are here. We have CPD courses available to all of our members which can help you to develop in certain areas, including social media and marketing. Not yet a member? Check out our membership page here.