This post was written by WeddingWire Education Expert Kathryn Hamm, Publisher of GayWeddings.com, the leading online resource dedicated to serving same-sex couples since 1999. Kathryn is also co-author of the groundbreaking book, The New Art of Capturing Love: The Essential Guide to Lesbian and Gay Wedding Photography. Follow her on Twitter @madebykathryn.
Having celebrated two major milestones in 2015 – full marriage equality recognition and the acquisition of GayWeddings.com by WeddingWire – I found myself in the position of asking if my work toward LBGT inclusion in the wedding market was complete.
One might make that argument. It’s easy to say that there have been many advances. We have:
- Full marriage equality for same-sex couples in all 50 states and at the federal level, thanks to the June 26, 2015 US Supreme Court decision.
- Representation of some level of training and education embracing LGBT couples at all of the major conferences for wedding professionals.
- Attained a participation milestone of more than 120,000 wedding professionals in the GayWeddings.com LGBTQ-friendly directory of wedding professionals.
- Realized an absolutely breathtaking, near-perfect count of 90% of wedding pros stating that they are ready, willing, and able to serve same-sex couples.
- Enjoyed recognition by all mainstream wedding sites and a majority of vendor websites that prominent inclusive language and images matter.
- Seen notable shifts in the inclusion of “grooms” in the media. According to Andy Whittaker, Director of Market Insights at WeddingWire, in six of the largest national and urban papers (both online and in print), there has been a general increase of usage of the term “groom” in articles since 2007, and a decline in the ratio of usage of “brides” to “grooms” in articles since 2011.
For as much ground as we’ve gained since 1999 when my straight mom opened the doors to her online boutiques and began our work, however, there remain some important blind spots in the wedding industry. Thus, there is some remaining work around ‘bridal bias’ to be done.
For some, there is a feeling that the LGBT market is one to be avoided due to its smaller size (4-7% of the U.S. population is estimated to identify as LGBT) or a conflict of belief systems. For others, especially where legal marriage equality is only months old, it’s a matter of ongoing education and exposure. There are also those who merely wish to stand on tradition and habit, and, of course, those who face a very real dilemma about updating a company brand identity that is recognized, has a strong URL and SEO presence, and seems to be working for the many brides seeking resources.