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The oldest Gen Z'ers were born between 1996 and 2015. So they are starting to get married. How can you attract Gen Z couples and work better with them? How do they want to be helped, what do they expect and how can you respond?
In short: Generation Z has grown up with technology since birth. They have an average attention span of eight seconds and prefer video content. In addition, Gen Z has high ethical standards. From companies and brands, they expect transparency, authenticity and commitment. They value sustainability, diversity -being the most diverse generation themselves- and other social and political issues. They also currently constitute the largest generation ever - making up around 28% of the world's population by 2024.
These are the couples you want to attract and work with now and in the coming (decades). You would like to learn to speak their language, and tailor your marketing and sales nicely to them. Therefore, in this article we will give you tips on how to respond to the needs and preferences of this new generation of couples.
Let's keep moving forward and get ahead!
Tips for your Gen Z-proof marketing and sales
To attract and work well with the new generation of couples, you need to really understand them. You want to target your marketing and sales to them in an authentic way. Read below for ten tips on how to do that!
1. Commit to the digital
For Gen Z-ers, technology has been hugely accessible all their lives. So make sure your website (and your partner page on House of Weddings) is up to scratch and definitely mobile-friendly - chances are these couples are viewing your channels, emails and other communications from their mobiles.
Gen Z has a multi-channel approach to finding inspiration, searching online, discovering more about your business and making purchases. So you want to be present on many different channels - including House of Weddings. (Nvdr: what remains: we actively search daily for engaged couples in our country. So through your marketing with us, you'll get in touch faster with specifically those couples who are engaged - you'll save time, communicate in a targeted way and sow exactly where you'll be able to reap).
2. Post regularly on social media
Very important: post regularly on social media. Combine several platforms to communicate with your different target groups. With Facebook, you can continue to reach your older audience, while on Instagram you can quickly reach younger couples with fun video content. A large part of Gen Z uses Youtube, TikTok and Instagram for inspiration and even as new search engines. So make sure you are easily findable here.
Provide interactive content on your social media: share polls, contests and ask what content your followers want to see. This way, you create more engagement and learn about your target audience.
3. Create and share video content
Gen Z watches twice as much video content as millennials; video is very important to this generation. So be sure to focus on this in your social media strategy.
With spontaneous Instagram or TikTok videos, you build authentic and personal connections. For instance, film short videos of yourself working for clients, or share inspiration and tips. Preferably keep it shorter than 60 seconds, as you want to capture the interest of your viewers quickly.
4. Keep it personal
Make your marketing personal, authentic and transparent. Let your followers see the person behind your business. For example, create informative TikToks full of advice.
It doesn't always have to be serious. The next generation describes their style as fun - so feel free to show that working with you is also a really fun experience, and share cool ideas on your channels.
Most important: do what suits you and what feels natural to you. This is the only way to build trust in an authentic way.
5. Get involved in social issues and support charities
Gen Z wants to work with companies that support the causes they care about - and are willing to pay more for it. Share the social issues and charities you support and everything you do for them on your website, social media and partner page on House of Weddings.
Ensure sustainable business practices and show in what ways you are doing your bit for our planet.
Create a welcoming and inclusive environment for all your couples, regardless of their origin, ethnicity, sexual orientation, gender, religion or any other factor that makes them unique. Share more diversity and inclusiveness on your website and social media.
6. Ensure high quality and a wow factor
While Gen Z couples are careful and conscious with their money, they want to buy quality products and services . So feel free to put an extra spotlight on the fact that your products or services are of high quality. Including the House of Weddings Quality Label in your communication also helps here. ;-)
It remains a big trend this and the coming years: couples want to surprise their guests, pamper them and create a real 'wow' effect. Showcase your most impressive photos of past weddings on your social media and during introductions.
7. Share your reviews
To make their (purchasing) decisions, Gen Z-ers rely mainly on reviews. So share your reviews on all your channels. Gen Z is happy to leave reviews themselves; be sure to ask them for them!
Collaborate with influencers to review your services or products. In their search for authenticity, Gen Z-ers trust influencers and actively seek out their reviews.
8. Respond quickly
This generation expects companies to reply very quickly. So set up an automatic reply email or keep a close eye on your emails to respond quickly from the first contact. Also, be accessible via different platforms and ask your couples how they would like to be contacted.
9. Establish trust and build a personal connection
For Gen Z couples, it is extremely important that they can trust you. So much so that they want to give more budget to a company they trust. Also, Gen Z couples want to build a bond with you. Ask them questions about their wedding party and themselves. Share your expertise, offer handy tips and free tools that can help them plan their wedding.
Provide a personal touch and (purchase) experience. These couples want to be offered packages or promotions that are individually valuable to them, tailored to their specific needs and wishes.
10. Don't forget (grand)parents
A large proportion of Gen Z couples' parents pay for the wedding party or contribute a significant portion. So keep your marketing inclusive for them too: keep investing in more traditional channels, such as (web and) print!
Good luck!
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