Photo (above): Photographer: Hans maakt een foto
1. Change is their constant
We often think that Gen Z was born with a smartphone in their hand. However, they are not true digital natives. Gen Z was also born into an analogue world, but it disappeared faster for them than for anyone else.
They have learned that everything changes, so they are masters at switching: in their careers, identity, style, opinions and even love lives.
What does that mean for you?
Be flexible. Provide options: let them choose and choose again. Gen Z does not want to be stuck with one formula, one outfit or one script; they want to choose, shape and experience for themselves. Today they choose Barbie, tomorrow Wednesday, and the day after tomorrow maybe both.
2. In search of serendipity
Although Gen Z is the most digitally savvy generation, they are also the most critical of technology:
They use AI, but are wary of it.
They are addicted to social media, but long for peace and escape from algorithms.
They avoid “feeds” and seek community experiences via Discord or Twitch.
Gen Z wants serendipity: finding something by chance that you weren't looking for. Instead of the predictable path from A to Z, they prefer twists and turns, detours and “aha-erlebnissen”.
What does that mean for you?
Make their experience surprising, playful and layered. Think of mood boards that clash, unexpected choices in styling, unknown locations, formulas where they discover something new, and so on. Not everything has to be predetermined for everyone.
3. “Generation Most”: highly educated, open and restless
Gen Z is:
The most highly educated generation ever.
The most digital generation (with daily gaming superusers).
The most open generation: almost 1 in 4 identify as LGBTQ+.
The most diverse generation, ethnically, socially and culturally.
And also:
The most stress-sensitive generation, with many mental challenges.
The most “fomo”-driven (fear of missing out) generation, who find it difficult to say no and always want to be included.
The most “thaasophobic”: afraid of being boring, stuck or predictable.
What does that mean for you?
Don't offer standard solutions. Work with stories, variety and space to be themselves. Gen Z doesn't want to play a role, but to recognise themselves in what's on offer. They are open about their feelings; respond to this with empathy and inclusivity.
4. Worldly, but not (yet) sustainable
On paper, Gen Z seems to be the most “green” generation, and they are doing better than all previous generations in terms of DEI (diversity, equity and inclusion). However, their lifestyle is not (yet) always sustainable:
They buy a lot and travel a lot.
Life is expensive, so many combine their studies with a student job.
They procrastinate: ‘When I'm thirty, I'll start living more sustainably. Right now, it's my turn.’
According to Herman, the basic rule of trend watching is: ‘What becomes scarce gains value.’ He currently sees peace, nature and simplicity becoming scarce. Just look at these increasing search terms on Pinterest (especially by Gen X and Z): ‘quiet life’, “village”, ‘back to nature’, etc. It's no coincidence; Gen Z is really looking for ways to escape the “bits and bytes”.
What does that mean for you?
Offer sustainable options and inform couples, without forcing or pointing fingers. Highlight certain choices, such as: rental decorations, zero waste catering, ethical jewellery, and so on. Feel free to take a light-hearted approach, with humour and freshness.
5. Gen Z wants to be independent
Gen Z is “DIY-minded” in some areas:
They like to learn practical things themselves: from assembling furniture to arranging flowers.
They don't like to depend on a partner, either for household chores or financial matters.
If desired, let them help with things that you, as a professional, know they will enjoy, but where they don't take any risks. For example:
‘Let's do this together. You choose, I'll execute.’
‘I see that you like to be creative. Let me do the hard work so that you still have energy left to enjoy yourselves.’
‘Don't let your mother or mother-in-law do the entire flower arrangement, or she'll fall asleep before dinner.’
What does that mean for you?
Focus on “co-creation”. Where possible, let couples help design their wedding day themselves, and offer tools that allow them to create, choose, customise or fine-tune things themselves. Some examples:
Ask them to put together a Pinterest mood board with colours and atmospheres.
Let them add small, personal touches, such as a photo frame to place next to the guest book.
Ask them to choose their favourite songs for the ceremony, the entrance into the hall, the cutting of the cake and the opening dance.
Let them make their own “mini film” of their preparations or honeymoon.
Finally: not just “the next generation”
According to Herman, Gen Z is not a linear continuation of Gen Y. It is a generation with its own codes of conduct, with contradictions that they do not want to resolve but embrace, and with a fundamentally different idea of what “identity” means. Gen Z does not want to be pigeonholed and does not want to go in one direction. They want to switch, combine and try. As a wedding supplier, it is recommended to move with the generation.
Bonus tip from Herman: bring young people and Gen Z itself into your team or decision-making bodies. They feel the spirit of the times and are your best compass.
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Read more about this topic via these links:
Ready for the Zoomers? What you really want to know about Gen Z as a wedding supplier
