Behind the Scenes: What Today’s Couples Really Want from Their Wedding Suppliers
- Katie & Roxy WBH
- Apr 3
- 4 min read
Weddings have always been about more than just logistics - they’re about connection, meaning, and the people who help bring those stories to life. In today’s industry, though, there’s been a noticeable shift. Modern couples are planning differently, choosing differently, and most importantly, feeling differently about how they want to work with wedding professionals.
As someone in the thick of the industry - whether you're capturing the day through a lens, creating the floral vibe, orchestrating the timeline, or serving up the food and music—it’s worth pressing pause for a moment to ask: what do couples genuinely want from us now? Today we are exploring the evolving expectations and how to meet them without losing your identity or burning out in the process.
1. Personal Connection Over Perfection
Today’s couples are less concerned with whether your Instagram feed looks like it came straight out of a magazine, and more interested in whether you “get” them. That means relatability matters just as much as reliability.
Yes, professionalism counts—but so does personality. Gen Z and Millennial clients want to feel emotionally safe and seen in the planning process. They’ll notice how you email, how you show up on Zoom, how you explain your process. They’re not just hiring you—they’re inviting you into one of the most intimate moments of their lives.
Tip: Think about how your brand voice and onboarding experience make people feel. Is it warm and human, or formal and distant? Small shifts in tone - on your website, in your DMs, even on your invoices - can build trust before you’ve even met.
2. Transparency is the New Luxury
We often associate luxury with opulence, but for the modern couple, transparency is fast becoming the most valued currency. With so much noise in the wedding industry, people crave clarity: in pricing, in process, and in what they’re actually getting for their money.
Hidden fees, vague packages, or delayed replies are red flags. Couples will pay for premium experiences—but they need to feel confident in what they're signing up for.
Tip: Consider offering behind-the-scenes content, walkthroughs, or even video intros to your services. Clarity reduces risk. And reduced risk feels like a premium service in itself.
3. Customisation (Without Reinventing the Wheel)
Gone are the days when “standard packages” could cover all bases. Couples want to feel like their wedding is an extension of who they are—and that includes the suppliers they choose. But that doesn’t mean you need to offer fully bespoke everything.
The trick? Structure with flex. A clear base offering with optional upgrades, personalisation points, or curated add-ons helps you remain efficient while giving couples a sense of choice and control.
Tip: Frame your packages or offerings around outcomes, not just deliverables.
4. Inclusivity Isn’t Optional - It’s Expected
Representation matters. Today’s couples are actively seeking suppliers who celebrate all kinds of love stories, bodies, cultures, genders, and family dynamics. This goes beyond rainbow logos during Pride Month; it’s about the language you use, the photos you share, and how inclusive your process feels behind closed doors.
Tip: Audit your website and marketing materials for unconscious bias. Swap “bride and groom” language for more inclusive alternatives like “couple” or “partners.” Show real, diverse clients whenever possible—representation should be rooted in reality, not tokenism.
5. Digital Experience Counts (Even for In-Person Services)
We’re living in a scroll-first world. Many couples will engage with your brand entirely online before they ever reach out. That means your digital presence - from your Instagram bio to your booking forms - needs to reflect the same care and quality as your actual work.
Slow-loading websites, clunky inquiry forms, or inconsistent social feeds can lose you the booking before the conversation even begins.
Tip: Pretend you’re a client and walk through your digital journey from discovery to inquiry. Is it intuitive? Engaging? Do you answer the questions a nervous, curious couple might be asking themselves at 11pm while scrolling under the duvet?
6. Values-First Bookings Are on the Rise
Many modern couples are making decisions based on values - not just aesthetics or price. Sustainability, ethical business practices, and working with locally-owned or underrepresented businesses are increasingly important.
That doesn’t mean you have to overhaul your entire supply chain overnight. But it does mean that sharing your values, or even the steps you’re taking towards them, can create genuine connection.
Tip: If you support local artisans, give back to your community, or use eco-friendly practices, don’t hide it. Mention it clearly on your About page or social media - it could be the very reason someone chooses you.
Show Up as You, Not Just a Supplier
The real secret to standing out in today’s wedding industry? Stop trying to be everything, and start showing up as you.
Modern couples aren’t just shopping for services. They’re building a team of humans who can help them create something beautiful, emotional, and deeply personal. So share what lights you up. Talk about how you work. Let your quirks show.
Because in a world full of cookie-cutter websites and heavily filtered portfolios, the most powerful thing you can offer is yourself- clearly, confidently, and with heart.
Looking to improve your client journey or refine how you communicate your value? Start with your digital homebase. Your website, socials, and enquiry process set the tone right from the beginning and long before a couple walks down the aisle.