Ready for the Zoomers? What you really want to know about Gen Z as a wedding supplier

1. Stress and mental pressure: take on the role of calming influence

Gen Z has grown up in a world of performance pressure, toxic positivity on social media, and constant comparison. It's no surprise that they are known as the “cortisol generation”: the most stressed generation ever. And that is reflected in their wedding planning.

• More than half of Gen Z couples experience stress during planning, and 6 out of 10 feel stress on their wedding day itself.
• The pressure comes from parents, school, work... and also from the perfect image they see on Instagram and Pinterest.

How does Gen Z deal with this? They look for ways to manage their stress. Here are a few examples:

• Pre-wedding therapy is an emerging trend from the US, as a positive investment in their relationship.
• Solo bachelorette retreats to come to terms with themselves before the festivities.

What does that mean for you as a supplier?

Take care of them. Show empathy, reassure them, and help them create a wedding day that doesn't add extra pressure, but gives them breathing space. Show that you humanize the process. Think of personal guidance, clear communication, and a flexible, tailor-made approach.

2. Authenticity over tradition: marriage as an identity statement

For Gen Z, their wedding day is not a copy of their parents'. On the contrary, they want to tell their own story; for them, their wedding day is a personal identity statement. Everything has to be in line with who they are and who they don't want to be. They are not fans of what they call “cringe millennial weddings” (there are more than 200 million views on TikTok with that hashtag!).

What Gen Z wants:

• Hyper-personalized elements: for example, a signature scent, vintage jewelry, their hobbies incorporated into their party.
• Cultural or nostalgic nods: a pasta bar because the couple has Italian roots, or favorite songs from their childhood.
• Specific styles such as dark romance, black wedding dresses, or bright pink bridal party vibes.
• New symbols: no classic father-daughter dance, but mother-daughter moments. No flower girl, but a bear dude or flower bro.
• Wedding content creators who capture everything behind the scenes for TikTok or Instagram Reels.
• Not just one dress, but multiple outfits: for getting ready, for the civil ceremony, for the ceremony, and for the afterparty.
• Inclusive approaches: gender-neutral wording and catering options that take into account all kinds of dietary requirements (from halal to vegan to gluten-free).

What are they looking for in suppliers?

Hyper-personalized service, storytelling, and room to let go of traditions or redefine them. Couples want you, as a wedding supplier, to listen to them, ask them questions, and dream along with them. Make your offer flexible enough to truly create something that is “theirs.”

3. Paradoxes: between AI & authenticity, between fast fashion & sustainability

Gen Z is not black and white. They are an ‘and-and’ generation:

• They follow trends, but above all want to come across as authentic. And therein lies the paradox: Gen Z trusts people (especially influencers) more than brands and wants real connection, while at the same time using AI tools such as ChatGPT for their vows.
• Some Gen Zers are ‘eco-warriors’, others are not radical in this regard but do appreciate a sustainable label. Some shop at Shein and choose lab-grown diamonds.
• They want transparency, but not everything has to be 100% ethical—as long as it feels right to them.

Some notable trends:

• Flowers are reused, composted, or donated to healthcare institutions.
• Transparency about jewelry is crucial: where does it come from? What is its social impact?
• Low waste parties and consciously chosen suppliers score highly.

What does this mean for you?

Offer choices and communicate your values clearly. Be transparent: what impact does your service have on the planet or on society? Think about female ownership, inclusion, diversity, etc.

4. Budget-conscious & experience-oriented: tailor-made wedding packages

Many Gen Zers are struggling financially. Some couples are therefore postponing their wedding, doing side hustles, or opting for creative, budget-friendly solutions:

• Micro weddings, garden parties in their own backyard, and intimate ceremonies with an afterparty full of friends.
• Weddings on weekdays or in the off-season.
• WhatsApp invitations, communication via DMs or Instagram. Phone calls? Only if absolutely necessary.
• They shop and book at lightning speed; everything has to be seamless.

Also important:

• Gen Z follows trends because they are afraid of appearing boring (“thaasophobia”). They still want an experience—think of a big afterparty—without it ruining them financially.
• They look for ‘bespokeness’: everything must be tailored to their identity.
• Pinterest plays a big role: some girls create a wedding board at the age of 17, even before they have a partner.

What does this mean for you?

Make sure your communication is fast, direct, and inspiring. Be accessible through their favorite channels, and make your services modular and flexible. Tip: be visible on TikTok, speak their language, and offer tools or services that make planning effortless.

Conclusion: work with Gen Z, not for them

Gen Z marries on their own terms. Their wedding celebration is a mix of emotion, identity, sustainability, and experience. They want:

• Less stress and more humanity,
• Less clichés and more personality,
• Less imposed and more customized,
• Less superficiality and more authenticity.

Most of all, they want these things now (but not right away), effortlessly and completely ‘them’. Gen Z creates a wedding board on Pinterest at a young age, while some postpone their wedding due to financial concerns. When planning, they like everything to be instant.

As a supplier, make sure you are seamlessly and quickly accessible. Think along with them, be aware of trends, and be flexible, open, and engaged. Those who adapt to their rhythm, tone, style, and values will not gain a ‘customer’, but a wedding fan for life.