Z Weddings: a social analysis of the younger generation's preferences

Abstract

Marriage is losing its social relevance today. The social prestige attached to this institution has faded over the years. The primary objective of this research is to understand the bridal preferences of the younger generation entering marriage. The different generational priorities will have a future impact on the bridal industry. A job-creating sector that generates millions of euros. These preferences need to be assessed for the bridal sector to be prepared to offer the products and services demanded by the younger generation. To carry out this study, a survey was conducted among young people between 18 and 28 years old, belonging to the Z generation. In addition, we wanted to know the point of view of professionals in the wedding sector, through interviews with wedding planners. Among the main results we highlight that, compared to a purely digital generation image, regarding their upcoming weddings, they follow a traditional celebration scheme, where the only point that differentiates them is that social networks, especially Instagram, are their main source of inspiration.