37 Frames“Are you speaking the same language as the couples you’re trying to reach?”
It’s a question we ask ourselves often. Because the truth is, the wedding industry isn’t just evolving … it’s split-screening. On one side? Millennial couples. On the other? Gen Z. Two generations, both extraordinary, both walking down the aisle. But bringing completely different expectations with them.
And if you’re a planner, photographer, filmmaker, or creative in this space? You’d better know the difference.
Millennials: The Legacy Seekers
We’ve worked with countless Millennial couples (ages 28–40) and here’s the through-line: they want trust. They’ve done the Google searches, read the reviews, compared the Pinterest boards. But what seals the deal is your reputation, your referrals, and your professionalism.
These are the couples who love a beautifully curated moodboard. They want timelines that run on time. They want the heirloom veil perfectly documented in soft light. They want inspiration, yes … but timeless inspiration. Something they’ll still be proud of when they show their wedding album to their children.
Think polished. Think curated. Think elegance with structure.
Gen Z: The Real-Time Dreamers
Now let’s talk about Gen Z (23–28). Oh, how they’ve shaken things up.
They’re not interested in polish for polish’s sake. They want authenticity. They want the messy behind-the-scenes moments. The TikTok-worthy reels where the champagne cork hits the ceiling. The vows mic’d for instant sharing. The kind of rawness that feels like life, not a styled shoot.
They’re deeply values-driven. Ask them about sustainability, inclusivity, mental health and you’ll see their eyes light up. They don’t just want to book a planner or a photographer. They want to align with a human who reflects what they believe.
Fast replies matter. Instant booking matters. And so does the feeling that your brand is alive and breathing in real time.
The Balance (And the Trap)
Here’s the hard part:
- Too polished? You’ll lose Gen Z.
- Too casual? You’ll lose Millennials.
And that’s where so many businesses get stuck. We’ve seen it first-hand: Instagram feeds that are breathtaking but curated, TikTok accounts that are fun but chaotic. One wins the Millennials. The other wins Gen Z. Rarely do both.
Our Take: Speak Both Languages
So what’s the solution?
- Instagram → keep it aspirational, timeless, editorial. Perfect for your Millennial audience.
- TikTok (and Reels) → keep it raw, fun, trend-aware. Perfect for Gen Z.
- Your Website → this is the bridge. The place where both generations land, fall in love with your story, and actually book you.
The businesses who master this balance? They’ll own the next decade of weddings.
The ones who don’t? They’ll feel like they’re always just missing their mark … either speaking to a couple who’s already moved on, or speaking the wrong language entirely.
A Final Reflection
We’ve been in this industry long enough to know one thing: trends change, but people don’t want to feel like a trend. Millennials and Gen Z may show up differently. But both want to be seen. Both want to feel like their love story matters. And of course it does.
Our job? To notice. To listen. To translate their dreams into something real, whether it’s an heirloom-inspired celebration or a wedding that doubles as a TikTok series.
Because in the end, it’s not about which bride you’re speaking to. It’s about speaking with heart. And letting them know you get it.
📍 Weddings in the now, with an eye on the future
📋 Planning | 📸 Photography | 🎥 Film by @37frames
🗝 Edited with the 37 Frames @imagen.ai profile: The Modern Classic
37 Frames
