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Weddings Consumer Insights

Inclusive Wedding
Brands offer nuptial services and resources specifically for LGBTQ+ folk
Trend - Brands in the wedding space are providing services and resources designed specifically for LGBTQ+ people. These include event planners and itineraries to find inclusive vendors, photographers, bakers, hairstylists, car services, and caterers.

Insight - Planning large events can become more stressful if consumers have to worry about discrimination from providers based on their sexual orientation or gender expression. These discriminatory practices are sometimes not easy for consumers to spot as brands who commit these unjust acts may not explicitly state their prejudices, but avoid working with LGBTQ+ couples. In an effort to be treated equally, consumers are seeking services from brands that openly state their inclusivity.
Workshop Question - How could your brand better adopt inclusive representation?
4.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Groom Assistance
Various platforms are helping grooms be more involved in wedding organization
Trend - Various platforms that help grooms prepare and organize for their weddings are on the rise, and include everything from groom-specific registries to wedding planning platforms for LGBTQ+ people.

Insight - People are increasingly dismissing gender stereotypes as they look for healthier and more constructive expressions of gender, and this includes the various stereotypes associated with things like household management and marriage planning. Consumers who don't subscribe to constricting social norms search for brands that fill the gap and empower them to live freely.
Workshop Question - How can your brand avoid limiting the demographics it appeals to?
6.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Online Fitting
Wedding and bridesmaids' dresses are fitted and purchased virtually
Trend - Virtual fittings for wedding and bridesmaids dresses are increasingly common as the COVID-19 pandemic had made it difficult to experience this ritual in-person. These services allow those shopping for dresses to decide the fit and style, and some allow these services in groups much like an in-person fitting would.

Insight - With people all over the world having had their lives upended this year, the celebration of traditional milestones has become an even more important part of consumers' lives--offering a sense of normalcy amidst ongoing lifestyle disruptions. However, these milestones can no longer be "traditional" in the sense that they have had to adapt to strict safety protocols--a fact that consumers have expected brands to adapt to quickly and effectively.
Workshop Question - How could your brand or industry stay adaptive amidst future disruptions and uncertainties?
5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Personalized Elopement
Niche elopement packages allow for plug-and-play personalization
Trend - For many couples, planning a wedding can be incredibly stressful. However, the increased occurrence of niche elopement packages gives couples an affordable, yet personal wedding day experience. This shift speaks to the desire that many Millennial couples have to break convention and plan their wedding day in a way that is authentic to their interests and values.

Insight - For self-determined Millennials strapped for cash, a personalized route to marriage fulfills a number of desires. This includes the ability to fulfill a significant life milestone, on the terms and timeline of their choosing. It's not about rejecting the institution of marriage, but focusing on the priorities that are highest for them. For these couples, having a day that celebrates their unique identity, values and interests outweigh other elements that come with the conventional big-budget wedding.
Workshop Question - How could your brand better adapt to generational priorities?
4.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Streamlined Wedding
Tedious wedding planning gets revamped with alternative, automated resources
Trend - From booking a photographer to ordering wedding cakes and managing budgets, brands are creating services and platforms that are no-frills when it comes to the planning process. In this space, easy online features are offered for greater convenience.

Insight - During intimate gatherings or big milestone moments, consumers are always looking for ways to streamline the planning process. As the Internet of Things is a space with many useful platforms, consumers turn their attention to digital-only services to save time and cost during the process of planning an event. In the end, consumers do not only enjoy efficiency and convenience, but they also feel less stress as their needs are quickly met and resolved.
Workshop Question - Think of your most traditional service offering. How might you revamp that process into something more automated and instantaneous?
4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Direct-to-Engaged
DTC engagement ring retailers rise in popularity
Trend - For a long time, one needed to visit a store in-person and consult with an expert to buy an engagement ring. Today, a number of direct-to-consumer jewelers specializing in engagement rings are disrupting this process. These e-retailers appeal to Millennials in particular looking to prioritize value, convenience and in some cases, customization over an expert consultation.

Insight - As the Millennial demographic starts to plan for life’s milestones, they are looking for the most efficient approach to meet their needs. This generation is digitally fluent due to their daily interaction with communicating online. As a result, they favor the digitized experience for convenience and familiarity.
Workshop Question - How much value do in-person interactions to your customer experience? How could this be replicated in a digital experience?
4.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Digital Wedding
Direct-to-consumer wedding services opens the door to an online bridal market
Trend - As consumers spen more time shopping online, even the most traditional businesses are responding to this trend. In an effort to provide consumers with a positive experience during a stressful time, brands are offering future brides and grooms DTC wedding products. This shift is a result of consumers wanting low-cost alternatives while being able have a comfortable shopping experience.

Insight - For many North American Millennials, the concept of marriage doesn't invoke the same traditional values as it does (or did) for the generations that preceded them. Between the expenses and time that traditional weddings take, Millennials are looking for lower-cost and more accessible solutions that prioritize convenience as much as they do making their wedding day's special.
Workshop Question - Is there an area of your business where you can provide a consistent online-offline experience?
4.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Nuptial Novelty
Niche wedding day products speak to Millennials' love of branded merchandise
Trend - Brands outside of the bridal space are launching unexpected wedding products and services that speak to consumer love for pop culture. These novelty wedding offerings break free from tradition and illustrate how marriage ceremonies have evolved.

Insight - The generational gap justifies a discrepancy between how Millennials and older generations perceive certain traditions, such as marriage. An inherent desire for self-expression causes many younger consumers to break from some of the more well-established aspects of these events. By removing the restrictions that might come with certain traditions, consumers are able to recognize their milestones in ways that feel more genuine to them.
Workshop Question - How can you surprise and delight consumers with an element of novelty and experience?
3.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Glittery Cocktail
Alcoholic beverages are made celebration-ready with edible glitter
Trend - For those looking to elevate their next celebration, edible glitter for alcoholic drinks serves as a fun and distinctive point of differentiation. Of-age Gen Z and Millennials have been known for their prioritization of individuality and these shimmering drinks speak to a growing cultural desire some youth have to use the products they consume as a reflection of their individuality.

Insight - In an age where Millennials and Gen Z tend to share all aspects of their lives with their peers online, contemporary aesthetics are crucial in making something inherently "shareable." These generations as consumers prioritize both function and design in the items they choose to purchase–and the showiness that is often associated with novelty tends to fare well on their social profiles.
Workshop Question - What does your offering say about the consumer that engages with it?
5.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Nuptial Convenience
Wedding planning gets a convenience culture overhaul
Trend - Keeping pace with increasing consumer expectations related to convenience, wedding-planning products and services are being re-positioned to highlight their ease of use and efficiency. This allows for companies in this competitive space to stand out with a coveted value proposition: making wedding planning less stressful.

Insight - With the increase in e-commerce, consumers have grown to expect instant gratification when it comes to products and services they purchase. This extends to industries wherein convenience has typically not been a factor. This signifies the beginning of a larger shift toward a faster-paced society, as opposed to simply faster services or products.
Workshop Question - If you were to focus on creating the most convenient version of the product or service you provide, what would that look like? How would it be different from what you already offer?
4.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends