Millennials Own the Aisle: The Gen Y Demand for Communication, Collaboration and Being Part of the Process

From the real-estate world to brick-and-mortar stores, it seems like everyone (no really, everyone) is focused on figuring out millennials—especially as it relates to their communication preferences and buying habits. So how, exactly, has the digital world shaped their expectations of everyday services and, more importantly, how can your brand meet these expectations? Not to fear, planners and pros—today, we’re talking all-things millennials as it relates to the wedding-planning process. Read on for our top tips for ensuring your client communication process speaks their all-important language (and don’t worry—we won’t ask you to do the Kiki dance challenge).

1. What Millennials want: Accessibility and control.

Millennials’ use of technology—and, in particular, social media platforms—has greatly shaped their expectations of the wedding-planning process. In essence, they want the wedding planning process to offer up everything their favorite platforms do: 24/7 accessibility and control. Whether they really are interested in diving into the details with you or simply want the security of knowing they can, they expect access to the information (seating charts, budgets, guest lists, vendor contracts, design inspiration boards). Gone are the days of physical binders that house coffee-stained seating charts and paint swatches as inspiration for color palettes. Instead, millennials expect their planning process to take place on a clean, streamlined platform that they can instantly access from anywhere.

2. What Millennials want: Transparency and instant gratification.

Millennials want to know what to expect ahead of time. They don’t like being surprised with last-minute to-dos or charges they didn’t see coming. They want a planning process that’s both authentic and transparent. Millennials like brands that stand for something—it’s why, for example, more so than with any other generation, ethical sourcing is a key factor for them when purchasing engagement rings. Transparency goes hand-in-hand with this idea of social responsibility—they want to feel like they can trust the wedding planner and vendors they’re choosing to spend their money with. Along that same vein, then, they also expect instant gratification. If they wake up at 2 a.m. wondering about how much they’ve spent so far on their wedding or even just their stationery suite, they want to be able to roll out of bed and access that information instantly, rather than wait for an in-person meeting with their planner.

3. What Millennials want: Open communication and collaboration—all on a digital platform.

It’s no surprise that millennials prefer to do their talking through technology—in fact, this Forbes article, “Millennials Shaking Up the Wedding Industry” puts it best when it says that millennials want to “comfortably and extensively utilize technology throughout their entire engagement and wedding process.” Thanks to smartphones and social media platforms, most millennials grew up in a world where they didn’t have to wait days for a response. They like platforms that allow them to seamlessly and easily communicate and collaborate with others at their own leisure. They want to participate in the wedding planning process, rather than feel like they’re kept at an arm’s length from it.