Diversity in the Wedding Industry

Written by Nova Reid
Research shows that spends on weddings are declining in the UK, EXCEPT for three growing demographics.
  • Second time marriages
  • Multi-cultural couples
  • LGBTQ+ weddings

Is your venue intentionally including, attracting and providing relevant services to couples in these communities? Are you still referring to couples as “bride and groom” and calling your signature bedroom a “bridal suite” instead of a wedding suite? Does your venue offer bespoke menus for couples who are fusing cultures together with their food or do you have a one-size fits all formula?

Businesses are 35% more likely to be out-sold and out-performed by their peers if their business lacks diversity.

Being socially conscious

Couples care about equality and are more socially conscious than ever before. As a result, they care about where they spend their money and are even more likely to spend more for brands and businesses that authentically engage with them. Consumers want to work with brands who share their values and where they feel safe and included. They can tell in an instant if you are a safe space and an equality-minded brand or not and they will quickly disengage. Diversity is no longer just a business case, in our socio-political climate, it’s not only imperative to lead as a progressive brand, but it’s the right thing to do.

Thinking you’re inclusive and consistently demonstrating that we are are two different things.

It can be hard to know where to start, fear of saying the wrong thing, not knowing enough, fear of causing offence or being cancelled often hold you back from being more inclusive.

Take the first small step

All you have to do is take the first small step. Start with your front page on your website. Be critical. Who are you including and who are you excluding? Then think about what you can do to improve your online diversity.

You should aim to embed diversity and inclusion into your business plan and strategy going forward. Be open to learning and listening from customers, peers and experts. No-one is expecting you to know it all, but to expect you to demonstrate that you care about diversity, that you are taking steps to consistently improve and seek expert advice where necessary. If you improve customer service and better include different types of people, you improve sales.

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