Five creatives explain what to anticipate as twenty-somethings start to say "I do."
Published on July 09, 2025 09:00AM
Gen Z is officially tying the knot. Instead of gravitating toward the customs, designs, and preferences of prior generations, these 20-something brides and grooms are infusing fresh ideas into this age-old tradition. For most of these couples, the internet and social media were a key part of their adolescence, shaping what their personal style and preferences. Now, as they’ve entered the workforce, gotten engaged, and started planning their big days, the amount of time they spend on TikTok and Instagram hasn’t necessarily shifted—even if their algorithms have.
“We’re all fed these really expensive, Instagrammable weddings all the time,” says Isabel Gates, the CEO and lead designer of Gates Paper Company and a member of Gen Z herself. “And so the expectations are so high—especially now.” That digital consumption ultimately plays an outsized role in what Gen Z brides and grooms want out of their own nuptials, pushing this generation toward ultra-personalized, unique celebrations that don’t look like anything else. Nobody knows that shift better than Gen Z wedding vendors. In addition to working in the industry and speaking to Gen Z brides and grooms on a regular basis, these creatives are also part of the same digital-forward generation.
Between their conversations with friends, personal experiences, and work with Gen Z clients, these vendors have clear expectations of what this younger generation is looking for when it comes to their weddings. Below, five of them break down exactly what to expect as these 20-something brides and grooms start to say “I do.”
A Focus on Personal Expression
“Gen Z grew up with a lot of content pushed at us,” Gates says. “I think when people are getting married, they want to stand out in some way.” Rather than blend in with the masses, Gen Z brides and grooms want their celebrations to seem entirely their own: personality-driven, ultra-specific, and authentic. “That’s something that I do appreciate about Gen Z, we are having this conversation about personal style,” she adds. Rather than taking a copy-and-paste approach, more soon-to-be newlyweds are asking what elements will make their day represent their unique relationship.
Statement-Making Florals
Gen Z couples aren’t afraid to cut out smaller floral elements, such as boutonnières, in order to make space in their budget for big statement pieces, says Miranti McGraw, the owner of Petal Plug Florals. Instead of leaning on traditional blooms, she says these couples are searching for showstopping, unconventional flowers, such as anthuriums or amaranthus. “I had a Gen Z bride who wanted a ‘70s maximalist wedding with fruit incorporated and bold, bright colors,” she says. “They’re just really creative and different. They’re just having a lot of fun with it.”
Traditional Divides
“You’re going to see more of a divide as the years go by,” Gates says. She expects that, in general, traditional weddings are going to become even more traditional, and nontraditional weddings will lean even more nontraditional. “I think that the divide is going to be even more apparent,” she says. “I think that’s going to be really interesting.”
Photo by Mashaida Co.
Everything Branded
In keeping with the authentic-driven aesthetic, Cameron Forbes, the CEO and founder of Forbes Functions, says that Gen Zers want to add a personal touch to every aspect of their celebration—from engraved ice cubes and butter sculptures to custom matchboxes and handmade syrups. Ultimately, this generation doesn’t want any aspect of their day to read as stereotypical or, even worse, dated and tired.
A Greater Level of Expertise
“In the photography sphere specifically, we’re definitely seeing a lot of brides and grooms that are just more educated on the different styles of photography,” says Grace Torres, a wedding photographer. “They come in with a more clear direction of what they’re looking for.” Rather than asking for the standard candid shots, Torres says this generation tends to ask for more candid- and editorial-styled shoots, as well as a combination of film and digital photography. She attributes some of this to the digital landscape. “I think that social media has just opened a door for couples to become more educated,” she says. With previous generations, planners were the ones responsible for introducing couples to various formats and styles, but now brides and grooms are more likely to curate their own tastes through TikTok, Instagram, or Pinterest.
Niche Elements
It should come as no surprise to Gen Z vendors that the generation raised on memes and micro-trends wants to bring the same level of specificity to their weddings. “I think, aesthetic-wise, we are so much more niche than millennials,” Gates says. “[Gen Z couples] know their style a bit more because they’re in a more specific part of the internet. I’ve had couples that are inspired by specific movies, their zodiac signs, or things that are so niche that a millennial or an older couple wouldn’t even think to do.”
Alternatives to Alcohol
Gone are the days when a fully-stocked bar was a given. For Gen Z couples, there’s a focus on bringing in mocktails, adaptogenic drinks, and, in some cases, legal drugs. “We have all of these amazing supplements and things you can get online, so now, we’re bringing that to the bar and having mocktails that have electrolytes and tart cherry juice and all those things,” Forbes says. She adds that as more states legalize recreational marijuana, some Gen Z couples are also opting to offer it at their reception or after-party in lieu of alcohol.
Photo by Benjamin Smith
A Focus on Their Guests
“Gen Z is a lot more aware of the guest experience,” Torres says. “We’re seeing a lot more wedding weekends, full weekend coverage, destination weddings.” As a photographer, Torres says being asked to cover those pre-nuptial events also works in the couple’s favor, allowing her to be even more prepared when the big day arrives. “It really gives me the opportunity to connect with the guests and make them feel comfortable around me, which, of course, is going to yield better results on the wedding day.”
This guest-forward approach could also mean integrating more activities into the celebration that also reflect the couple’s relationship, says Stella Kaplan, the founder and creative director of Stella Style Events. Maybe that’s an outdoor excursion, like a camping or surfing expedition, or a curated music or food festival that provides a peek into their shared interests.
A Sustainability-Centered Approach
For younger brides and grooms, taking a sustainable approach to wedding planning is a no-brainer. From flowers and décor to food and accommodations, these couples are considering all aspects of their celebration in the context of what’s best for the planet, Kaplan says. “Gen Zers are very focused on the environment,” she adds. “Sustainability is a key priority.” For example, they may opt for a farm-to-table dinner, purchase local, seasonal florals, or select versatile designs that work for multiple events.
Wanting Their Photos Immediately
When it comes to their photos and videos, Gen Z couples don’t want to wait weeks to receive them, which often leads them to turn to a wedding content creator. “To me, Gen Z, it’s very much about having that instant gratification," says Forbes. “They do not want to go through the millennial process of waiting three months to get the full gallery.” She notes that many Gen Zers want to be able to post about their celebrations on social media the day after the event unfolds.
A Deep Trust in Their Vendors
Brides and grooms of this generation are more willing to give their vendors creative control over the design of their event. “I’ve seen with Gen Z, people are a little bit more relaxed and feel more comfortable just handing everything over,” Forbes says. At the start of the planning process, she says she’s noticed less of push from these soon-to-be newlyweds to be involved with every single detail. And when something fresh does come up for her or another vendor: “They’re so much more open to other ideas.”
Non-Traditional Venues
As guest lists dwindle, the number of different venues available to Gen Z couples increases. “People are turning away from the country clubs and those event venues and are getting married anywhere and everywhere you could imagine: the couple’s favorite restaurant, gardens, rooftops, city blocks, beaches,” Kaplan says. “It’s sort of anything goes.”
