Wondering how Gen Z couples are really finding, vetting, and choosing their wedding vendors—and why what worked five years ago might not work anymore?

In this episode of Weddings Unscripted, we are joined by Adrienna McDermott of Ava, an expert on Gen Z consumer behavior, to unpack how the next generation approaches wedding planning.

From how Gen Z shops and researches to what builds trust (and what turns them off), this conversation offers an inside look at how younger couples qualify vendors, make decisions, and define value. Whether you're a wedding professional trying to stay relevant or a couple planning a wedding in a digital-first world, this episode offers timely insight into where the industry is heading next.

• How Gen Z approaches vendor research and decision-making
• The platforms Gen Z actually uses to find and vet wedding professionals
• What authenticity means to younger couples—and how they define trust
• How values, transparency, and representation influence buying decisions
• What vendors can do now to better connect with Gen Z clients

[00:00] Introducing Adrienna of Ava and the Gen Z lens

[06:40] How Gen Z shops differently than Millennials

[14:25] Where Gen Z finds wedding vendors

[22:10] Trust, transparency, and authenticity

[31:00] What turns Gen Z couples off instantly

[39:15] How vendors can adapt without losing themselves

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