Business Growth by Inclusivity

Imagine this: your business grows simply by embracing inclusivity as a wedding vendor. What could be better than honoring the love between humans who are ready to spend their lives together, regardless of gender, sexual identity, race, ethnicity, or physical ability? Inclusivity, as a wedding professional, means respecting and celebrating all couples in love.

When couples feel respected, they choose to invest their money in your business. In the United States, when cash changes hands, the color is always green. That green represents your purpose in commerce: to serve clients and grow your revenue. The inclusive approach serves as your “why.” There are couples out there who want to feel seen and valued, and they’re eager to reward vendors who respect them. The argument for inclusivity is clear. The choice is now yours to make.

The journey toward inclusivity in marriage has been ongoing for decades. The 1967 Supreme Court ruling in Loving v. Virginia legalized interracial marriage across the United States, leading to an uptick in marriages across racial lines. Nearly 50 years later, in 2015, marriage equality became the law of the land, granting same-sex couples in all 50 states the right to full and equal recognition under the law.

These landmark decisions paved the way for more diverse and inclusive unions. Here are a few compelling statistics:

• As of 2015, the largest share of intermarried couples included one Hispanic and one White spouse.
• In 2022, 31% of married same-sex couples were interracial.
• In 2021, Latinos made up 19% of the American population.
• In the same year, 23% of Asian newlyweds were married to someone of a different ethnicity.

These figures highlight the growing diversity in marriages. Today’s global markets are no longer confined to distant countries—they’re thriving in your local neighborhoods. Ignoring these diverse markets means leaving revenue on the table. Modern couples want to spend their money, but they’re intentional about where they spend it. Vendors who embrace inclusivity have the upper hand in this evolving landscape.

As we approach 2025, the process of wedding planning has evolved significantly. Couples dedicate countless hours to researching products and services online. They scour websites for inspiration, scrutinize venues, and assess vendors. When they’ve had their fill of digital browsing, they turn to in-person options, such as wedding expos and vendor consultations.

For couples, representation is crucial. If they don’t see themselves reflected in your marketing materials, your product or service must be exceptional to capture their attention. Without that personal connection, they’ll continue their search until they find a vendor that speaks directly to their needs and identities.

Multicultural couples require vendors who are sensitive to their unique situations. They’re looking for businesses that understand and celebrate their individuality. Inclusivity isn’t just about being open-minded—it’s about actively showing that you care.

To reach today’s diverse couples, your marketing must intentionally highlight inclusivity. Start by showcasing a variety of images that reflect the diverse world we live in:

• Representation in Visuals: Use photos of wedding couples from various ethnicities, religious backgrounds, body types, and physical abilities. Inclusive visuals signal to potential clients that you’ve worked with couples like them or, at the very least, are eager to do so.
• Behind-the-Scenes Diversity: Share information about your team and their diverse backgrounds. Highlight how your staff embodies the inclusive values you project outwardly.
• Storytelling: Feature real-life love stories from diverse couples you’ve worked with. Testimonials and case studies provide tangible proof of your commitment to inclusivity.

Inclusivity isn’t just a moral imperative; it’s a savvy business strategy. Today’s couples are discerning. They’re not only looking for quality services but also for vendors whose values align with their own. If you fail to communicate your inclusivity, you risk alienating a significant portion of the market.

Remember, inclusivity extends beyond the wedding day. It’s about the entire customer experience—from the first consultation to the final thank-you note. Couples want to feel that they’re more than just another customer. They want to know that their love story matters to you.

By embracing inclusivity, you position yourself as a forward-thinking, compassionate, and relevant vendor. This approach not only helps you stand out in a competitive market but also ensures that your business is aligned with the values of the future.

As a wedding professional, you have the power to shape how love is celebrated. Start by auditing your current marketing materials. Are they reflective of the world we live in? Do they speak to a wide range of couples? If not, it’s time to make changes.

Inclusivity isn’t a trend—it’s a necessity. Couples are waiting for vendors who see them, respect them, and celebrate their love. By stepping up, you’re not just growing your business—you’re helping to create a world where all love stories are honored. The choice is yours. Will you be the vendor who stands for inclusivity and reaps the rewards, or will you miss out on this incredible opportunity?

Lois Pearce, Master Wedding Planner, President of Lois Pearce and Associates, Hamden CT. A recipient of the Heart Award for passion and excellence in the wedding industry, she now serves on the panel for future selections. In addition to being an author to several books including “Wedding Customs and Traditions: Historical Traditions to Incorporate into Modern Weddings, she serves as the Vice President, Membership of the Association of Bridal Consultants. Her favorite topics relate to: cultural etiquette, cultural competence, intercultural communications and the business of wedding planning.

Lois has appeared on major network television stations and public television, and has been quoted in numerous major bridal publications, and spoken at many national educational seminars including: The Special Event/Catersource, International Caterers Association, the American Rental Association, and for Bahamas Tourism.

To contact Lois about her writing expertise and book, please email her at [email protected]