From Pinterest to prompts: How does Gen Z do their wedding research?
The next generation of brides and grooms is here. With the eldest Gen Z hovering around 27 and 28, the next wave of couples to get married isn’t on the horizon, but they are already starting their wedding research.
For past brides and grooms, wedding research evolved from glossy magazines on newsstands to Pinterest, Google, and Instagram. The evolution was spurred on by the globalisation of social media and consumers’ uptick in digital literacy. However, this dependence on digital platforms continues to grow, as Google takes more of a backseat when it comes to Gen Z leading us to ask the question:
Where and how is Gen Z researching?
Gen Z is jumping onto AI platforms like ChatGPT over Google.
The journey begins with a prompt, not a Pin
For Gen Z, wedding planning starts not with magazines or search engines, but with a conversation, often with AI. Born between the mid-1990s and early 2010s, this generation is digitally native and increasingly turning to tools like ChatGPT and other generative AI platforms to help navigate one of life’s most significant milestones: getting married.
According to a 2024 report by GWI, nearly 65% of Gen Z internet users have used an AI tool in the past month, with usage for planning tasks, including travel, events, and lifestyle on the rise. In the wedding space, this translates to using AI to generate checklists, brainstorm venue ideas, compare vendor packages, and even write personalised vows. For many, it’s about experimentation, convenience, and personalisation. Rather than sifting through generic lists on Google, Gen Z couples are asking ChatGPT things like:
“What’s a good wedding timeline for a summer ceremony that starts at 4pm? Or “Compare five Melbourne-based florists with quirky aesthetics and sustainable practices.”
For wedding businesses, it’s about working alongside AI and ensuring that the algorithm continues to be fueled by your content and business strategy. That way, once ChatGPT has given them the outline, when it comes to the details, you’re there to bring them in and secure the business.
Pinterest is still popular amongst Gen Z.
First things first: Who is Gen Z?
Gen Z is our first digital native generation. They understand the internet, digital landscape, and technology better than their predecessors, as the average age of Gen Z to have received a Smartphone is 12 years old (Stanford). This means that they can outsmart the digital ads that are being served to them and tend to be more cynical when it comes to online sales pitches from ads to influencers.
Not only are Gen Z tech-savvy, but they’re also socially conscious, value-driven, and diversity-focused. A 2024 Deloitte study highlighted their focus on sustainability, with over 65% of respondents saying they’d be willing to pay more for greener and more ethically responsible options.
Where are Gen Z searching?
If Gen Z doesn’t have Google as their number one place to start wedding research, where can you find them? ChatGPT, TikTok and even Reddit have begun to climb the ranks and have overtaken wedding magazines and, in some cases, Pinterest as the number one planning tool. Seventy-three percent of the generation are daily users of TikTok (Later), and a staggering 78 percent are daily users of YouTube, making it the most popular digital space(Later).
Social platforms are equally vital in their research process. A 2023 Pew Research study found that 71 percent of Gen Z prefers using TikTok over Google for search, especially when discovering brands and ideas visually.
This isn’t to discredit the necessity of Instagram, whose Reels have catapulted in popularity, and alongside YouTube shorts showcase real weddings and vendor portfolios in bite-sized snackable formats which are perfect for short attention spans and narrow windows in which to capture the audience.
What do we know for sure? Gen Z’s research journey is immersive, fast-paced, and experience-driven. They are looking for peer commentary, relatable content and quick information. They’re going to be quick decision-makers.
Online communities are a popular place for Gen Z to be found. Reddit threads and private Facebook groups offer authentic peer-to-peer reviews, which Gen Z values more than polished, ad-like content. Trust is key, and this generation looks for real voices and real feedback before making decisions.
What does this tell us? Two things are clear from this generation: video content is king, and AI is starting to dominate. Foraying away from the most pristine, ostentatious, and static content will lead businesses to this upcoming generation, who are more sceptical about seeing ‘perfection’ online. It’s about becoming real, transparent, and approachable.
For wedding vendors, adapting to this shift means showing up where the conversation is happening. That includes:
- Optimising content for AI platforms with clear, conversational language.
- Being present on visual-first platforms like TikTok, YouTube Instagram.
- Creating shareable, authentic content which could include behind-the-scenes videos, reviews, and real wedding highlights.
Encouraging user-generated content and testimonials to boost trust and visibility.
Need to get more reviews? We explore tactics to increasing testimonials.
Video content is king! Gen Z loves to watch.
Speaking to Gen Z: get to know their language
When it comes to marketing to Gen Z, the rules have changed. This generation is fluent in short-form content, authenticity, and values-driven storytelling, and they can spot a sales pitch a mile away.
For the wedding industry to connect, the content needs to speak to these demands: relatable, engaging, less polished. The curated Instagram feeds that grew in popularity in the early 2010s are passe.
Platforms like TikTok, Instagram Reels, and YouTube Shorts are no longer optional; they’re where Gen Z discovers brands, gathers inspiration, and builds trust.
And traditional ads which sell a product direct? That won’t work anymore. Gen Z is gravitating towards real voices: testimonials from past clients, behind-the-scenes videos, and user-generated content (UGC) that feels genuine and unscripted. They are looking for the people behind the brands and businesses, real people. So: AI for research, small businesses and real people for bookings. Gen Z couples are more likely to support businesses that reflect their values.
The takeaway? Be real, be visible, and let your happy couples do some of the talking for you.
We’re about to get personal
For Gen Z, personalisation isn’t a perk – it’s an expectation. This generation has grown up with curated content, algorithm-driven recommendations, and tailored shopping experiences, so they naturally expect the same level of relevance when it comes to wedding planning.
Personalisation used to be wrapped up in using a first name in an email, the sense that the brand really does know you. But, we’ve grown beyond this. It’s now about the experiences and content that feels unique to that person. If they’re looking for rustic venues in Melbourne, they’ll be given the exact right venue right in front of them whilst doing their research. Much like all youths from the past, Gen Z wants one thing: to be seen and feel understood.
But how do you achieve this? Businesses that leverage data, customer insights, and technology to craft personalised journeys will build stronger connections, increase engagement, and stand out in a saturated market.
Gen Z can see through generic ads.
Influencers don’t always influence
For the past decade, influencer marketing has dominated the digital landscape. It has shaped people’s careers and created certain brands, building them from obscurity to household products. But Gen Z has grown weary of the oversaturated space.
Although they do place a high value on peer recommendations, influencer content needs to feel authentic. Macro influencers (defined as platforms with over 100,000 followers) are losing their popularity as it feels unauthentic. Rather, mico-influencers and content creators who engage with their audience are the ones being given better platforms. For wedding businesses, collaborating with the right influencers, especially those who align with their brand values and have an engaged community, can be a powerful way to connect with Gen Z couples in an organic, relatable way.
Influencers aren’t connecting with Gen Z as much if they’re lacking authenticity.
Preparing for tomorrow
It’s a lot to consider. For some businesses that have been in the market for a long time, the brand’s legacy can be the strongest tool in the toolbox. However, understanding this next generation will be imperative not for traffic or enquiries, but conversion.
If you’re looking to find out more about Gen Z, Evolve 2025 will be diving into how your business can leverage content and the platforms at your disposal to set-up for the next wave of brides and grooms.
