INCLUSIVITY IS EVERYTHING: HOW TO CHANGE YOUR WEDDING BUSINESS FOR THE BETTER
FEATURING
Suppliers! You’re losing couples before they even enquire. Here’s how to fix that.
Calling all wedding suppliers, this blog could change your business for the better!
A bold statement, but one that we stand by. Now, we have to say from the outset, we are not experts. We’re still learning, but we’re trying our best and please know that our inbox is always open for feedback. If we can do better then we want to know.
You might have guessed by now, in this blog post we are going to talk about inclusivity, and the widespread use of outdated, gendered terms within the wedding industry.
EMPTY WORDS DO NOTHING
There’s a lot of chat within the wedding industry around being more inclusive and not alienating couples. But so many of us are “talking the talk” without “walking the walk”.
Let’s start with a biggie. The couple. So many wedding businesses hold the extremely outdated assumption that a couple = a bride and a groom. And even if you don’t hold that view, the language you use may say otherwise.
The wedding industry is centred around heavily gendered and hetronormative language. Why, in 2026, are we still so focussed on a male and female couple?! Websites, social media, contracts, brochures, forms…far too many of them still exclusively refer to a bride and a groom. Not every wedding has a bride. Not every wedding has a groom. Let’s be more aware and think about the language we’re using.
Take a look at your contract and booking form. Do you ask for the names of the “bride” and the “groom”? If so, that needs changing pronto!
Think about rewording it, so you’re not assuming anything about your couple. For example, simply use their names. Or Partner 1 / Partner 2.
If you take a good look at your website copy and social media captions then it’s likely you’ll start seeing other assumptions you’ve made too. Any reference to a “bridal party” there? Or bridesmaids and groomsmen?
The world is so lovely and diverse. Just because there may be a bride doesn’t mean that their wedding party is going to be made up solely of women. Similarly the traditional “best man” role may be filled by someone who is non binary or female.
So let’s ditch those old fashioned terms. Shout out to the wedding party, or “I Do Crew” instead. Mention the “Mate of Honour” and “Best Person”.
Here’s something for that new year to-do list. Go and take a look through your copy and make changes. See how many ways you can come up with to include everyone.
Want an easy win? Pop your preferred pronouns into your email signature. It’ll immediately put your couples at ease and you’ll find they’ll let you know their pronouns too. Plus they’ll know they’re in good hands with you, you’re giving off a welcoming, inclusive vibe from the off.
AN IMAGE CAN SAY SO MUCH
Every picture you put online is a reflection of your business. Have a scroll through your social media feed, do your photos normally feature a bride and a groom? If so, then why would anyone not in a hetronormative couple feel comfortable booking you?
Which brings us back to the words that we use. You may not have had the opportunity to work with different types of couples, yet are welcoming and inclusive. In that case go back to your website, your copy, the vibe you’re putting out there. Make sure you’re putting out there that you welcome all couples.
ONE FOR THE VENUES
We’re going to call out wedding venues here. As well as the points above there are some extra things that venues need to think about.
When it comes to morning preparations, what do you call the spaces you provide for the couple to get ready in? Because we have seen a load of venues who will refer to a ‘bridal suite’ and a ‘man cave’. What if there are two brides? Or no brides at all? Will both of the couple feel pampered and special? Let’s make all the spaces you provide to get ready in as lovely and inclusive as possible. We’ve all seen the ultra male groom spaces that venues seem to love providing right now – table football, arcade games, whiskey, “funny” books talking about marriage rules and the role of a henpecked husband. Come on! Lets do better!
OLD FASHIONED ASSUMPTIONS
There are so many of these floating around the industry. Let’s stop assuming anything. A bride might not want to be “given away” by her father, or even walked down the aisle by any of her parents. Why are speeches still seen as the male domain? Not all grooms want to talk in public, there might be a best woman, or someone else from the wedding party might be speaking. A bride might, heaven forbid, want to say a few words.
Let’s finish with one of the oldest patriarchal ideas of them all. Mr and Mrs. A woman giving up her name and taking on her husband’s.
If your couple haven’t made anything clear to you then it’s ok to ask them how they would like to be referred to on the day. And if you haven’t asked then don’t assume. Just use their names.
With a few small and, let’s face it, pretty easy changes, we can make a real difference to how couples feel about you and how comfortable they are working with you.
