Experts Share the Top 4 Reasons Why This Year is Crucial for Business
With the turmoil of 2020, we’ve also seen a transformation as the industry and the creatives within have leaned into the madness and turned a global crisis into a driver of opportunities. As we navigate the final stages of the pandemic and open our eyes to all the future has to offer, there’s no getting around one simple fact: 2021 will be a critical year for businesses of all specialties and sizes.
Every one of us is heading into 2021 with many new lessons under our belt, some harder than others. These notions will guide you through one of the most important years for rebuilding and recovering from one of the hardest.
Here are four key reasons that 2021 will be unlike any other.
Diversity is a non-negotiable.
In addition to a global pandemic, 2020 opened a lot of eyes to social justice and the necessary fight for racial equity. Diversity will become a hallmark of the wedding industry in 2021, with collaborative efforts put towards the inclusion of people of all identities, from BIPOC to the LGBTQ+ community.
“Making the wedding industry a more inclusive space means collaborating with diverse vendors and professionals,” asserts Kunbi Odubogun, founder of Perfête. “For 2021, the norm in the wedding industry will be to challenge collaboration efforts until diversity is secure for each individual project. We are what we see and it's time to make sure what we see is diverse. From panel participation to conference attendance and editorial content, diverse representation should be a part of every process.”
There’s a need for sustainability.
Climate change awareness continues to grow and, as a result, couples expect sustainable measures from their wedding team. To make an impact, industry professionals will have to be intentional about communicating their eco-friendly endeavors through strategic messaging.
“For years, the environmental data has - to a lot of us, at least - seemed irrefutable,” explains Gwenda Jeffs, editor of Green Union. “But it's been an abstract concept for many as well. Recently, with all the lockdowns around the world, the evidence of the tangible benefits to air and water quality is everywhere. It just makes the impact that we have on the world that much clearer. 2021 will hopefully be the year that sustainability goes mainstream, for weddings that have the environment and ethics in mind to become the natural choice and not an alternative.”
People need the closeness of personal relationships.
2020 has been a quiet and lonely year for many people. While the downtime has certainly provided some much-needed space for rest, people are fatigued from social distancing and stay-at-home orders. As the industry recovers, wedding pros will need to be mindful about their outreach to develop authentic and intimate relationships with prospects and clients.
“Now more than ever, earning your couples’ trust is essential, and if they’re feeling raw and unsure about their wedding day decisions, they will need to be even more reassured that the person they’ve chosen is right for them, not just the service that that person can provide,” says Jen Feroze, owner of Jackdaw Editorial.
Feroze continues: “You are what sets your business apart from everyone else, so make sure that you and your values are shining through on your website. Make sure your ‘About’ page is actually about you, not just about how brilliant you are at your job, and give your couples as many opportunities as possible to connect with you as a human being, as well as a talented wedding professional.”
There will be increased visibility for products.
A shift in editorial influences may also forecast an industry-wide transition to more product-driven media. Those in a position to sell products online would do well to use this to their advantage when pitching to media and earning new press features.
“There has been seeing an uptick in media requests seeking affiliate products for roundups, which marks a notable shift from recent years when expert insight and Pinterest-worthy pictures reigned supreme,” shares Meghan Ely, owner of OFD Consulting. “Since affiliate links serve as a revenue stream for media outlets, they’re inclined to share — and this provides an excellent opportunity to let your products shine.”
Ely reveals the key to effective affiliate marketing, suggesting: “In particular, wedding pros should prioritize being featured from VigLinks-approved websites, which includes most major retailers like Amazon, Etsy, Macy’s, Nordstrom, and more. A simple Google search can tell you whether a site is VigLinks-approved, and these sites are often preferred by major media outlets.”
With the worst of 2020 behind us, it’s time to collectively set our sights on a future filled with hope and positivity. There may still be some unanswered questions going into 2021, but the industry is stronger and more resilient than ever, so there’s no doubt it will be a promising and prosperous year for many wedding businesses.
Take a peek at the Wedding Trend Report 2021 for more insight on the state of the industry, filled with additional tips from experts.
Kylie Carlson is the owner of The Wedding Academy, a globally-known education organization for industry professionals. Since its start in 2007, the Academy has launched the careers of over 4,000 wedding planners with their certification courses, and Kylie has devoted her time to empowering other CEOs and entrepreneurs to build a meaningful, powerful career. She’s also the founder of Wedding CEO Club and the Wedding CEO Podcast.
