Redefining 'I Do': How Gen Z & Millennials Are Transforming Weddings

Weddings have long been a reflection of societal values and generational trends, and the ceremonies of Gen Z and millennial couples are no exception. The younger generations, known for their emphasis on individuality, sustainability, and technological integration, are transforming traditional wedding norms into personalised celebrations that reflect their unique identities and values.

They prioritise intimate, meaningful gatherings over grandiose affairs, often opting for smaller guest lists to ensure a more personal and memorable event. Eco-consciousness plays a significant role, with many couples choosing sustainable practices such as eco-friendly invitations, locally sourced catering, and second-hand or ethically-made wedding attire.

Everything Experiential spoke to industry experts and delved into what drives the wedding choices of the Indian millennial and GenZ couples.

The ‘Moolah’ Trends

Financially independent millennials and Gen Z couples are influencing and redefining budget trends in the Indian wedding industry by prioritising personalisation and value over extravagance. They favour intimate, meaningful celebrations, allocate funds for unique experiences and emphasise sustainable practices, steering away from traditional lavish spending towards more thoughtful, prudent choices.

According to Rituraj Khanna, CEO, Q Events and President, Wedding Vows, “This has led to a trend of smaller guest lists, unique venues, and a focus on sustainable and eco-friendly practices. Additionally, there is a growing emphasis on budget-conscious planning, with couples opting for cost-effective alternatives without compromising the overall experience.”

This cohort prefers the slim and smart wedding. “They are looking for unconventional venues, offbeat destinations, and do not typically relate to five-star hotels and large banquets. They also may not opt for very elaborate menus or entertainment. But if they are the kinds who are very active on social media, they may wish to spend more than what their sibling would have spent on décor,” explains Parthip Thyagarajan, CEO, WeddingSutra.com.

India hosts 25 per cent of the world's weddings, as noted by Timothy Chi, Global Chief Executive, The Knot Worldwide in a report. In the wake of the Covid-19 pandemic and the rise of digital wedding platforms, Indian couples are taking unprecedented control over their wedding plans. This booming wedding market has also significantly benefited hospitality and travel companies.

The Tech Factor

The adoption of technology and digital tools has transformed wedding planning for Gen Z and millennial couples in India. Online platforms/marketplaces vendor selection, virtual reality tours simplify venue choices, and wedding planning apps enable streamlining the planning process, efficient budget management as well as augmenting the overall experience. 

WedMeGood, a wedding-tech company, highlighted the robust growth of the Indian wedding industry, which despite being largely unorganised, is expanding at a healthy 7-8 per cent compound annual growth rate (CAGR). It is estimated to have reached $75 billion during the 2023-24 wedding season. 

“Digital invitations, wedding websites, and social media integration have become common practices, allowing couples to stay organised, connected, and informed throughout the planning journey. The use of technology has not only made wedding planning more efficient but has also enabled couples to express their creativity and individuality in unique ways,” comprehends Khanna.

Technology is a hallmark of Gen Z and millennial weddings. From social media updates, and live-streaming ceremonies for distant relatives to using drones for capturing breathtaking aerial shots, tech-savvy couples are incorporating digital elements to enhance their special day, making the planning process more accessible and personalised. 

According to a report by WeddingWire India, a subsidiary of The Knot Worldwide, the average cost of Indian weddings surged to Rs 28 lakh in 2023, marking a 12 per cent increase from the previous year. This rise underscores the increasing adoption of technology in wedding planning, or the ‘wedtech’ industry.

Thyagarajan feels that more than technology and digital tools, it’s social media because that’s where they get inspired from, where they follow vendors – vendors are also much more active on social media than ever before. “That is why social media is the bride’s new wedding planner.”

Deeper Pockets?

Increased disposable income among Indian millennial and Gen Z couples has boosted demand for luxury wedding services and products. They seek bespoke experiences, high-end venues, designer attire, tailor-made décor elements and gourmet catering, emphasising personalisation, quality and exclusivity. This trend has spurred growth in the premium segment of the wedding industry, elevating overall standards and reflecting their unique style and preferences.

As per a media report, catering expenses swelled by 25-27 per cent, with specialised catering costs increasing even higher due to food inflation. Flower prices rose by 5-7 per cent due to seasonality and demand, while furniture and labour costs doubled and tripled from the previous year.

“Luxury wedding planners and vendors are catering to this demand by offering high-end services and products that cater to the discerning tastes of these affluent couples. The desire for luxury experiences has transformed the Indian wedding industry, elevating the standards and expectations for weddings among the millennial and Gen-Z demographic,” Khanna outlines.

Increasing incomes has meant that they are more interested in unique experiences, whether it’s about décor, live counters, entertainment – all these factors. “Of course, at an HNI and ultra HNI level, there is tremendous awareness among wedding vendors and there the budgets are only going up. When it comes to the middle class and upper middle class, social media is their window to this world – but I wouldn’t say that the spends is significantly there,” Thyagarajan notes.

Summing up, for Gen Z and millennial couples, the idea of a wedding is less about adhering to rigid conventions and more about crafting an experience that resonates with their personal story. Personalisation is key, with custom playlists, bespoke vows, and unique venues that reflect their passions and personalities. Ultimately, Gen Z and millennial weddings are about creating authentic, memorable experiences that celebrate not just the union of two people, but their shared values and vision for the future.

Neha Kalra

BW Reporters She is the Senior Editorial Lead at Businessworld and majorly covers pieces on advertising, marketing, branding and experiential marketing. She writes closely for BW Marketing World and Everything Experiential.