Open For Business Welcoming couples with open arms
In 1999: Ø Identified an underserved market Ø Utilized emerging technology to serve need Ø Adapted to respond to emerging market needs Ø Focused on business strengths and our plan while constantly evaluating resources and opportunity available
Challenging Assumptions
Industry Imposed Need vs Authentic (Local) Need Haniel Singh Photography
Authentic (Local) Need • Make up artists with broad palette for variety of skin tones • Photographers who understand posing same-sex couples • Pros with websites optimized for accessibility for people with disabilities
Authentic (Local) Need • Access to translation service and sign language interpreters
Phonak
• Planners who understand variety in wedding ritual for same-sex couples
Authentic (Local) Need
Toby Ogden Photography
• Attire shops/tailors that offer solutions for non-gender conforming brides & grooms • Pros who include straight grooms as part of the conversation
What’s Your Approach?
Your Approach May Be: Resistant
Receptive
Your Approach May Be: Reactive
Proactive
A Cautionary Tale
Brides & Bridal Shows
Pantyhose Palette
Hosiery Hallelujah
Intent vs Impact
Boas & Bowties
Necessity of Inclusion • Millennials & Gen Z • Visual Lives & Authentic Drives • Evolving Demographics
United States of US • • • • •
White 61% Hispanic/Latino, 18% Black, 13% Asian, 6 % Multiracial, 3 % (non-Hispanic),
2018, US Census
• Female, 51% • Male, 49% 2018, US Census
• LGBTQ, 4-7% 2014-2016, various national surveys
State of California • • • • •
White 37.2% Hispanic/Latino, 39% Black, 6.5% Asian, 15.2 % Multiracial, 3.9 % (non-Hispanic),
2018, US Census
• Female, 50% • Male, 50% 2018, US Census
• LGBTQ, 4-7% 2014-2016, various national surveys
Question of Inclusive Representation
Source: MBKinsights/SurveyMonkey. Survey of Representation in Wedding-Related Media (Sept. 2017)
Source: MBKinsights/SurveyMonkey. Survey of Representation in Wedding-Related Media (Sept. 2017)
Question of Seeing Oneself
Source: MBKinsights/SurveyMonkey. Survey of Representation in Wedding-Related Media (Sept. 2017)
Source: MBKinsights/SurveyMonkey. Survey of Representation in Wedding-Related Media (Sept. 2017)
Source: MBKinsights/SurveyMonkey. Survey of Representation in Wedding-Related Media (Sept. 2017)
Perceptions of Inclusivity
Dawn E Roscoe Photography
Belonging is in the eye of the beholder
Earning Trust
Rick+Anna Photography
Earning Trust: The Approach • I see you • You are welcome here • How can I help? • What else would be helpful? • Here’s what I can offer: • How did I do?
Actionable Advice Strategies for Success
Self-Assessment • Identify your strengths • Identify your blind spots
• Know your local market • Know today’s couples
Practicing Inclusion • Interactions • Marketing Materials
• Accessibility • Contracts
Be The Change
Multicultural Inclusivity
Be The Change
Devon John Photography
“Engaged Couples”
Be The Change
Carina Photographics
#AndGroom
Be The Change Gender Inclusivity
Be The Change Website Accessibility
Be The Change Language Accessibility
A Closing Reminder
•Identify your strengths •Identify your blind spots
•Know your local market •Know today’s couples