The Gen Z puzzle: How small businesses can crack the code 

Gen Z’s arrival as a core consumer group is forcing small businesses to rethink how they connect, communicate, and deliver value.

Gen Z is aging into the life moments that define entire industries. As this generation moves through milestones like marriage, homeownership, and family planning, they’re quickly becoming a core target market not just for weddings, but for a wide range of service-based businesses. What matters for these small businesses is how Gen Z’s arrival, set against today’s economic backdrop, is reshaping expectations for how they serve their customers.

While about one in three couples on The Knot in the U.S. are Gen Z, the majority are still a few years away from the peak marrying age of 33. We do know, however, that they are interested in doing so, with 69% of unmarried adults ages 18–34 saying they want to get married—a nearly 10% increase since 2017.