The 5 C’s: What Modern Couples Value Most in 2023
In the often-changing world of weddings, the market is pulled and swayed by everything from social media fads to celebrity-inspired designs. And while the end result remains the same for all engaged couples—a wedding—keeping up with evolving preferences and expectations can feel like an unending roller coaster.
Yet, when you pull away the surface-level trends—the over-the-top cakes, quirky guestbooks, and runway-ready fashion—you’ll find that modern couples value far more than aesthetics. They appreciate beauty and style, but more importantly, they care about having a quality experience from proposal to honeymoon. For today’s couples, getting married isn’t just one day but a once-in-a-lifetime season to cherish and enjoy.
So if you want to win over the modern engaged couple and provide them with a top-notch experience, prioritize the 5 C’s: connection, convenience, creativity, collaboration, and calm. Here’s how each of them fits into today’s industry as we know it.
Connection
More than anything, modern couples want to work with people who feel more like friends than hired professionals. So, from common interests to a shared sense of style, expect couples to show more intention when selecting vendors to execute their big day.
“Couples are looking to work with vendors that they get along with and that align with their personal values and beliefs,” confirms Julianne Smith of The Garter Girl. “I think they place enormous value on personality, and values fit over pricing.”
Smith elaborates, adding that “social media is going to be key to helping vendors not only share their work but also share their behind-the-scenes. With video and TikTok, vendors can show more of their personalities and the full experience on a wedding day. Clients today are craving this front-row access to what it’s like to work with their vendors that social media allows them to give.”
While social media is a great way to offer a glimpse behind the curtain, remember that a meaningful connection goes far beyond the screens. Use your online presence to set expectations, but make sure you deliver on the promise during sales calls and after booking, all the way through to the wedding day itself.
Convenience
Phones, watches, refrigerators, laundry machines — nowadays, it seems like every device is “smart.” Of course, there’s no denying the ease of living in a hyper-connected world. But for business owners, it’s important to recognize the expectations that come with it.
“Every year, clients and customers get younger and more tech-savvy, and any business without a fast and automated process will feel left behind,” assures Katie Mast of Rock Paper Coin. “Clients want to find the facts, connect easily, and seal the deal with a quick and fun process.”
“Be sure you have an amazing booking and onboarding experience,” Mast continues. “If it's hard to book you, complicated to pay you, and you have an outdated system for getting details from your clients — your clients are already feeling the pain, and so is your business.”
Fortunately, technology provides us with the tools necessary to meet modern couples’ standards. Adding client-facing software to your tech stack can enhance the customer journey while reducing the workload for your team. Everybody wins!
Creativity
With Instagram and Pinterest fueling a desire for personalized weddings, today’s couples seek a wedding as true to themselves as their soon-to-be shared surnames. So to win over your audience, you must demonstrate a flair for trying new things.
“When working with their vendors, clients are looking for vendors to suggest unique ideas,” says Tonya Hoopes of Hoopes Events. “They value the vendors who think outside of the box while taking into account the client's budgets, style, and feel of the wedding.”
Jen Sulak of Weirdo Weddings agrees, noting that “couples are learning to lean into their own ideas and then execute exactly what they want for their wedding day in theme, feel, experience, and more. It is refreshing to see this new movement of authenticity and their love stories!”
The wedding industry is steeped in creativity, so focus on honing your eye for design and get comfortable innovating! If you need inspiration, consider stepping outside the usual industry channels and looking to other industries for ideas, like fashion, interior design, culinary arts, and architecture.
Collaboration
With more personalization in weddings, couples want a greater role in the planning process than ever before. Gone are the days of signing a contract and delivering on the big day — today’s clients want an opportunity to share their likes and dislikes, so it’s important to leave space for them to contribute to the final result.
In addition to personal involvement, they also expect their vendors to collaborate efficiently. They don’t want to become a middleman for their wedding team, so working directly with fellow wedding pros is necessary.
“Seamless collaboration is one of the most important things 2023 wedding clients will value in terms of customer experience,” promises Jacqueline Vizcaino of Tinted Event Design and Planning. “This could involve taking advantage of technology such as video conferencing or cloud-based platforms to facilitate communication and ensure everyone is on the same page.”
Increased collaboration opens the door to networking opportunities, so lean into your relationships and take the pressure off your clients. Team players earn more positive reviews and referrals, leading to long-term results in your business. So make sure to bring your A-game when working with others!
Calm
While it might seem obvious, couples look to their wedding vendors to reduce stress and create a calm environment on their way to the aisle. “Couples are looking for zen,” reveals Diane Kolanović-Šolaja of Dee Kay Events. “They are stressed and overworked, and planning a wedding is like taking on another full-time job.”
Kolanović-Šolaja continues, adding that “a holistic approach to wedding planning is what is needed. Less stress. Less anxiety. More happy wedding days. They will be choosing vendors who understand this and can walk them through all of the emotions involved in planning your wedding.”
Wedding planning is undoubtedly stressful, especially for inexperienced couples. They expect hired pros to not only guide them through the process but help them with decision-making and emotional support. At the end of the day, there’s no better way to describe a great wedding planning experience than ‘calm.’
There are many ways to enhance the client experience. But no amount of surprise-and-delight gifts can make up for a truly enjoyable journey — one built on the pillars of connection, convenience, creativity, collaboration, and a sense of calm.
Meghan Ely is the owner of wedding PR and wedding marketing firm OFD Consulting. Ely is a sought-after speaker, adjunct professor in the field of public relations, and a self-professed royal wedding enthusiast.
