68% of UK Couples Now Include Eco-Friendly Elements in Weddings

Sustainable weddings have surged from niche to mainstream in just three years, with 68% of UK couples now including eco-friendly elements in their celebrations, up from just 19% in 2022, according to research carried out by sustainable seed paper store SeedPrint.

Only 13% of couples had nothing sustainable at their wedding in 2023, marking a dramatic shift in the £10-14.7 billion UK wedding industry, which sees approximately 240,000-250,000 weddings annually.

The conversation in wedding planning has shifted completely, says Tom Willday, Founder of SeedPrint. "Couples used to ask if sustainable options existed. Now they ask which sustainable options work best for their vision. It's become expected rather than optional."

What couples are choosing

Plant-based confetti, the most popular eco-friendly choice, leads adoption at 47%. Some 50% of couples consider recycled or sustainable confetti options, reflecting both environmental concerns and venue requirements as many ban traditional plastic confetti.

Seed paper invitations embedded with wildflower seeds emerged as a top 2024 wedding trend, alongside simple flat cards and minimalist designs. Couples spend an average of £260 on invitations and stationery, representing a £62.4-65 million annual market.

Preference for ethical jewellery doubled from 6% to 14% between 2022 and 2024, while pre-loved attire doubled from 7% to 16%. Some 22% use second-hand items like grandmother's rings or family heirloom jewellery.

Digital invitations gain ground with easier RSVP tracking and QR codes linking to wedding websites. Some 93% of couples use phones for wedding planning, supporting digital adoption.

"Seed paper invitations solve a problem couples didn't know how to articulate," Willday said. "They want guests to keep something meaningful, but they don't want to create waste. When the invitation transforms into wildflowers in the guest's garden, it becomes a living memory rather than something discarded."

Economic pressures shape decisions

Some 58% of budgets were impacted by cost of living pressures in 2024, and 42% now prioritise cost over quality. Yet 78% cited value as important when choosing venues, suggesting couples seek affordable sustainability rather than abandoning environmental values.

Gen Z and Millennials drive the movement towards greener weddings, with 77% of Gen Z actively seeking sustainable products across all purchasing decisions.

"Wedding planners are perfectly positioned to normalise sustainable practices," Willday said. "When sustainability is presented as standard rather than special, couples adopt it naturally."