"Gen Z is aging into the life moments that define entire industries. As this generation moves through milestones like marriage, homeownership, and family planning, they're quickly becoming a core target market not just for weddings, but for a wide range of service-based businesses. What matters for these small businesses is how Gen Z's arrival, set against today's economic backdrop, is reshaping expectations for how they serve their customers."
"Gen Z might be working with smaller budgets, but it's not because they lack the desire to invest in their weddings. Rather, it is most often attributed to their current earnings potential. Due to their age, they have not had time to acquire the same amount of funds as millennials. Many Gen Z couples are being intentional about where they spend, investing in the parts of their day that matter most to them and finding creative ways to simplify or scale back elsewhere."
Gen Z is moving into life milestones like marriage, homeownership, and family planning, becoming a core target for service-based businesses. About one in three couples on The Knot in the U.S. are Gen Z, though most remain years from the peak marrying age of 33. Sixty-nine percent of unmarried adults ages 18–34 say they want to get married, up nearly 10% since 2017. Gen Z consumers expect more personalization, deeper authenticity, and faster digital-first communication, often alongside tighter budgets driven by lower current earnings. Couples prioritize spending on meaningful elements and seek creative simplifications. Vendors are adapting by packaging services, streamlining processes, and emphasizing high-touch, visual experiences.
Read at Fast Company
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