Marriage has been declining steadily for the past few decades. In 1960, 72% of Americans were married. In 2021, only 50% of Americans were married. The reasons for this decline are varied and complicated, but there are a few key factors: young adults are waiting longer to get married, more people are choosing never to get married, and divorce rates are still high.
Despite declining marriage rates, it’s still an important institution for many people. Marriage offers many benefits that can be especially valuable to Millennials (people born between 1981 and 1996) and Zoomers (people born between 1997 and 2012). These benefits include financial stability, emotional support, and a sense of commitment.
Of course, marriage isn’t suitable for everyone. Some people prefer never to get married, and that’s perfectly fine. But for those considering it, marriage can be an enriching experience. So, here’s how you can market your business to a generation of people who are not sold on the idea that they need a “happily ever after:”
Focus on the Benefits of Marriage
When marketing to Millennials and Zoomers, it’s essential to focus on the benefits of marriage. For example, you can also talk about how marriage can be a source of joy and happiness since the average married person is happier than the average person who isn’t married.
You can also discuss how marriage offers financial stability and freedom. Of course, there are no guarantees when it comes to money, but marriage can give them a leg up since they’ll have someone to depend on besides themselves.
Emotional support is another important benefit of marriage. In good times and bad, spouses can be there for each other. They’ll be someone to lean on when they’re feeling down and celebrate with when they’re feeling up. That kind of support can be invaluable, especially since everyone goes through the ups and downs of life.
Although some people may argue that they can reap all those benefits with a cohabiting partner or by staying single, there’s something to be said for the commitment that marriage represents. For many, marriage is like saying, “I’m in this for the long haul.” It’s a way of declaring their love and commitment to their partner in a very public way.
Make It Easy to Get Married
One of the reasons why some people choose not to get married is because it can be a hassle. There are a lot of paperwork and logistics involved in getting married. So, make it easy for your customers by offering a more streamlined process or even an all-in-one wedding package.
The easier you make it to get married, the more likely your customers will take the plunge. After all, if they’re already interested in getting married, making it easier for them can be the deciding factor. You can even offer an array of bridal engagement rings from your trusted jeweler to help make their decision easier.
What matters most is that you eliminate the hurdles couples often face when trying to get married. By doing so, you might make it convincing enough that your customers start recommending your business to their friends and family, which is ultimately the goal of marketing to this elusive demographic.
Highlight the Importance of Commitment
Finally, it would be best if you highlighted the importance of commitment when you’re marketing to Millennials and Zoomers. In today’s world, it’s too easy to walk away from things that are challenging. But marriage is a commitment that should be taken seriously; it’s not something they should enter lightly.
It’s important to stress that marriage is a two-way street. It takes work from both spouses to make it work. But if you emphasize that if they’re willing to put in the effort, they can reap the rewards of a happy and healthy marriage. Of course, there’s no guarantee that every marriage will last forever, but it’s still a commitment worth making.
Marriage is still an important institution for many people, even if it’s not as popular as it once was. And by marketing your business to Millennials and Zoomers, you can tap into a demographic that is often overlooked but still has a lot of potential. You shouldn’t give up just yet; there’s still hope for marriage.
So, there you have it: three tips for marketing your business to a generation that isn’t entirely sold on the idea of marriage. If you can focus on the benefits of marriage, make it easy to get married, and highlight the importance of commitment, you’ll be in a good position to attract more business. And who knows? You might just convince some people that marriage is worth it after all.
