What Modern Couples Really Want From Their Wedding Suppliers

A unique backdrop for a modern wedding ceremony

Written by Melissa Woods

The wedding world is ever-evolving. While many of the old expectations still linger in some corners of the industry, modern couples are rewriting the rules. They are turning away from tradition for tradition’s sake and making new ones instead. They are also seeking wedding suppliers who reflect their values and help them create a day that feels like them.

If you're a wedding supplier trying to stay relevant, book more of the right clients, and build a business that actually excites you, it's crucial to understand what modern couples really want.

Here’s what today’s couples are looking for, and how you can evolve your brand, your services, and your communication to meet them where they are.

1. Clarity, Transparency and Straight Answers

Modern couples are busy. Many are balancing full-time jobs, side hustles, and social lives alongside their wedding planning. They don’t have time to dig for information or chase for replies.

What they want:

• Clear pricing information, or at the very least, a starting price

• Straightforward FAQs

• Service breakdowns that make sense

• Timely responses to enquiries

If you’re vague about pricing or require a form before sharing any details, many couples will move on. Transparency builds trust from the first interaction and helps you qualify your leads early on.

2. Personality Over Perfection

The era of stiff, formal supplier profiles is over. Modern couples want to know who they’re working with and are drawn to suppliers who show up as real people.

This doesn’t mean sharing your breakfast on Instagram or oversharing personal details. But letting your personality come through in your copy, your social media, and your process matters. People are more likely to resonate with you.

Talk like a human. Share your values. Let people in. Clients want to feel a connection, not just hire a service. This is why getting face-to-face with your couples is always the best form of marketing.

3. Inclusivity Without Making It a Gimmick

Inclusivity is no longer optional. And simply adding “LGBTQ+ friendly” to your bio is not enough.

Couples want to see genuine diversity in your portfolio. They want to know that your language, systems, and styling reflect the full range of love stories, not just the traditional, hetero, white wedding narrative.

This means:

• Using inclusive language in contracts and communication

• Avoiding gendered assumptions like “bride and groom packages”

• Featuring diverse couples in your portfolio and posts

Modern couples can spot tokenism. True inclusivity requires action, not just statements.

4. Creativity and Originality

Pinterest fatigue is real. Couples are craving ideas that feel personal and distinctive, not just borrowed from the last trend cycle.

They are looking for:

• Suppliers who want to collaborate and bring their own ideas to the table, not just follow a formula

• Customised services that allow room for individuality

• Ideas that haven’t been seen a hundred times before

Don’t be afraid to bring new ideas to the table.

5. Values That Align With Theirs

Couples are increasingly values-led when choosing suppliers. Whether it’s sustainability, equality, or supporting small local businesses, they want to work with people who believe in something.

You’re not just selling a product. You’re building trust through shared values.

Use your website and social media to talk about what matters to you. If you run an ethical business, support causes, or prioritise environmental responsibility, say so and show how.

6. Professionalism Without Pretence

Being friendly and authentic doesn’t mean being disorganised. Modern couples want a smooth, professional experience without the formalities of the past.

This means:

• Having clear systems in place

• Communicating consistently

• Setting expectations early

• Delivering what you promise

Professionalism should feel easy and reassuring, not cold or corporate.

7. Real Representation in Portfolios

Representation matters. Couples want to see themselves in your work. If they don’t, they may assume you are not the right fit.

A strong portfolio includes:

• Couples of different races, genders, body types and abilities

• Non-traditional ceremonies and celebrations

• Honest moments and emotional connection

If you want to attract diverse clients, your portfolio needs to reflect them.

8. Community Over Competition

Many modern couples are drawn to suppliers who support each other. They see collaboration as a sign of integrity and creativity.

If you are part of a creative community, show that. Tag your fellow suppliers. Collaborate on shoots. Celebrate each other’s work.

This not only builds trust but also shows that you are part of something bigger than yourself.

Take part in styled-shoots to create a portfolio that allows you to produce your best work.

Don’t Just Keep Up, Lead

Modern couples are not interested in outdated expectations. They want experiences that feel personal, ethical, and original. They want suppliers who understand them.

If you are a wedding supplier in the UK or Ireland who is ready to work with couples who are planning weddings on their own terms, now is the time to show up with clarity and confidence.

Stop following old rules. Start creating new traditions. Build the kind of business that modern couples are proud to invest in.

Want to connect with more modern couples?

Apply to join the Book Of Love Directory, a curated space for creative, inclusive wedding suppliers who are shaping the future of the industry.