37 FramesWeddings Change. Love Doesn’t.
If you’ve been in this industry long enough (and we definitely have), you realize weddings aren’t static. They evolve with the people, the culture, and the times. We’ve seen this firsthand, walking with couples from Gen X through to Millennials and now Gen Z.
And here’s the thing: every generation has shaped us. Every shift has challenged us to adapt. And every single one has brought something beautiful to the table.
Gen X: The Trust Builders
We started here. With couples who planned before Pinterest boards and Google search bars.
Weddings were anchored in trust. Word of mouth was everything — a referral from a friend meant more than any ad could. Resources were scarce, inspiration came from magazines or what you saw at someone else’s wedding, and choices were limited. But there was a kind of clarity in that.
And it taught us something else: pressure.
There are so many things that can go wrong on a wedding day … and without Google or a million “how-to” articles at our fingertips, we had to work it all out on our own. Problem-solving wasn’t a choice, it was survival. That grounding shaped us.
It’s why we sometimes say (biased, of course) that Gen X planners and creatives have an edge. We built our foundations without a safety net, and that resilience carries through even now … as long as we keep up with the expectations of a changing market.
Gen X weddings were about security, stability, and respectability. And they gave us the skills we still lean on every single day.
Millennials: The Personalization Pioneers
Then the shift came. The internet landed, and suddenly couples had information at their fingertips.
Millennials were the first to bring us mood boards, Pinterest dreams, Instagram inspiration. Their minds were filled with visuals and possibilities. Weddings became less about following the script and more about curating a story.
For many in the industry, this was overwhelming. But for us? It felt like home. We’d already been designing weddings as experiences long before it was a buzzword. Creating immersive celebrations was what set us apart from the beginning.
So when Millennials arrived with that same hunger for story-driven weddings, it was like finding our people. Their vision aligned perfectly with ours. We thrived off the inspiration, the energy, and the challenge to keep pushing weddings further than anyone thought possible.
Millennials delayed marriage longer than Gen X, invested more in the celebration, and wanted every detail to feel timeless but personal. They craved trust and structure (that Gen X streak), but with a heavy dose of artistry and self-expression.
They made weddings into something worth documenting like never before. Not just as events, but as legacies.
Gen Z: The Effortless Storytellers
And now, here comes Gen Z … shaking everything up again.
If Millennials brought visuals, Gen Z brings the ‘casual extravaganza’. Think luxury that must look effortless. A screenplay of a wedding that’s scripted down to the champagne pop … but must look completely unscripted.
They’ve grown up online. They’re digital natives, fluent in everything from TikTok trends to sustainability reports. They expect instant replies, seamless booking, and brands that reflect their values.
They’ll often inquire with a one-line email, and they appreciate the same style of reply: short, simple, efficient. For them, instant matters more than elaborate.
And for us? Gen Z has reminded us to stay agile. They’re teaching us to move faster, reply quicker, streamline harder, and embrace the messy-beautiful parts of weddings that don’t fit neatly into timelines.
Gen Z is also the most values-driven generation yet. They care about sustainability, inclusivity, mental health. They want behind-the-scenes realness, not glossy perfection. And yet, they still want the wow factor.
It’s a paradox. Gen Z is raw, but cinematic. Real, but styled. Effortless, but intentional.
And honestly? It’s magic when you get it right.
A Final Reflection
Looking back, we realize how much these generations have shaped us — not just as planners photographers and creatives, but as people.
Gen X couples gave us our grounding. They taught us trust, and they taught us pressure. When something went wrong (and something always does), we had no Google to save us. We had to work it out ourselves. That foundation still carries us through every wedding today.
Millennials arrived with mood boards, Instagram grids, and dreams bigger than any ballroom could hold. For some, that wave of information was overwhelming. For us, it was exhilarating. We had already been elevating weddings into immersive experiences, so when Millennials demanded it, we realized we’d found our people. Their hunger for story-driven weddings aligned perfectly with our vision, and we thrived.
Gen Z is now here with casual extravagance … cinematic but effortless, raw but styled, instant but intentional. They keep us agile, pushing us to respond faster, streamline harder, and embrace the behind-the-scenes moments that make weddings truly alive. They’ve reminded us to keep evolving, to stay present, and to align with values that matter.
Three generations. Three very different ways of saying “I do.” And we’ve walked with all of them. Each has challenged us, inspired us, and made us sharper, more creative, more human.
So if you ask us what the future of weddings looks like, we’d say this: it looks layered. It looks global. It looks like legacy. And it looks like us. Carrying the trust of Gen X, the storytelling of Millennials, and the agility of Gen Z into whatever comes next.
Because in the end, love doesn’t belong to one generation. It evolves. And we’re here for every version of it.
📍 Built on trust. Told with story. Captured with presence.
📋 Planning | 📸 Photography | 🎥 Film by @37frames
🗝 Edited with the 37 Frames @imagen.ai profile: The Modern Classic
37 Frames
