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By Gabriela Rubino
Walk into any bridal expo, open Pinterest, or scroll wedding TikTok, and the message is clear: weddings are for women. From color palettes to gown try-ons to “bride tribe” gear, nearly every piece of wedding marketing still targets the bride as the primary planner and decision-maker.
But here’s the thing: that’s not the whole story anymore.
In 2026, more men are showing up to vendor meetings, sharing Pinterest boards, choosing signature cocktails, and, most importantly, footing at least half of the bill. According to wedding industry reports from The Knot and Zola, grooms are increasingly engaged in both the financial and logistical aspects of the wedding planning process. Yet, marketing remains behind the curve.
So, what gives? Why is the wedding industry still so gendered in its messaging?
The Money Talks and So Should the Marketing
For decades, the “bride-centric” approach made sense on paper: women were often assumed to be the emotional center of weddings, while men were expected to “just show up.” But generational shifts, evolving gender norms, and changing financial dynamics have upended that formula.
In hetero couples today, it’s more common for both partners to contribute financially—and creatively. In LGBTQ+ weddings, the entire concept of a “groom’s role” is being rewritten. And in male-led weddings, especially in regions with high entrepreneurship or military presence, we’re seeing grooms take full control of the event.
Still, many brands in the wedding space continue to overlook these buyers.
Enter modern marketing firms like Snowmad Digital, a branding and content agency that works directly with venues and vendors to shift this narrative. Unlike traditional agencies, Snowmad specializes in elevating the voices of grooms, male business owners, and nontraditional couples, without resorting to clichés like “groom caves” or “manly menus.” It’s a more inclusive, intelligent approach that’s long overdue.
A New Era of Groom-Friendly Venues
One major challenge for male couples—or even grooms who are just equally involved in the planning process—is finding spaces that speak to their taste and vision. For example, The Lofton in Ardmore, Tennessee, was co-founded with the idea that rural weddings shouldn’t only cater to the bride’s aesthetic. With bold architecture, modern amenities, and onsite lodging in the form of “Serenity”—a sleek, lodge-style guest home—it’s an example of how a venue can embrace neutral design and flexible programming while still feeling luxurious.
Similarly, Mountain House Estate in Cloverdale, California, doesn’t shy away from couples who want something untraditional. Their approach? One wedding per day, a BYO vendor model, and a setting that’s equal parts wine country and rugged countryside. It’s an elevated, masculine-friendly atmosphere that doesn’t compromise on quality—or fun.
Even forest retreats like Ridgefield Weddings in Northern California are helping redefine what weddings “should” feel like. With weekend-long packages and redwood ceremonies that feel more like a shared getaway than a photoshoot marathon, Ridgefield offers a laid-back, retreat-style celebration that appeals to couples (and grooms) who don’t want to follow someone else’s playbook.
Frequently Asked Questions: Men, Marketing, and Modern Weddings
Q: Why haven’t men historically been included in wedding marketing?
A: For decades, wedding advertising leaned on outdated gender norms — brides plan, grooms show up. That narrative was easier to sell but never reflected reality for all couples. The industry is just now catching up.
Q: Is there data on how involved grooms are today?
A: Yes. In recent studies, over 65% of grooms reported taking an active role in planning, from venue selection to vendor research. Many are also footing a large portion of the bill, especially in dual-income households.
Q: What are modern grooms actually looking for?
A: Many prioritize personalization, transparency, and logistical ease. They’re drawn to experiences over fluff — things like private venues, tech-forward planning, and packages that skip the frills and focus on real connection.
Q: How does the lack of groom-focused content affect the planning process?
A: It can create friction or make men feel like outsiders in their own wedding. When the language, visuals, and sales process only speak to brides, it limits how inclusive and collaborative the planning process can feel.
Q: What could brands do better?
A: Speak to both partners. Drop the dated “her day” phrasing. Include men in the visuals, the copy, and the call-to-action. Make space for modern dynamics — whether that’s two grooms, a groom taking the lead, or partners planning side-by-side.
Why This Matters | Beyond Just Aesthetics
Sure, grooms want to feel seen. But this shift is about more than color palettes or curated suits. It’s about acknowledging that weddings are no longer gendered responsibilities—they’re shared experiences, often funded by both partners and designed with equal input.
When wedding marketing continues to exclude men, it reinforces outdated ideas about emotional labor, project management, and whose voice gets to matter. In a time when younger generations are actively questioning tradition, inclusivity shouldn’t just be about race, religion, or orientation. It should include gender roles too.
Venues, vendors, and planners who want to future-proof their business need to understand that couples are seeking equity, not just romance. That means speaking to both partners directly, offering planning tools that aren’t pink and frilly by default, and showing real diversity in imagery and storytelling.
Flipping the Script
We’re at a tipping point where the wedding industry has the chance to be not just reactive, but progressive. Agencies like Snowmad Digital are showing what it looks like when marketing speaks to modern masculinity without watering it down. Venues like The Lofton, Mountain House Estate, and Ridgefield are creating space—literally and figuratively—for grooms to show up fully.
It’s not about pushing brides aside. It’s about inviting everyone in.
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