Economic woes may be causing the appetite for expensive white weddings to crash, but at least one form of wedding is blossoming: the green variety. In tune with a thriftier climate, today sees the doors open on the UK's first major wedding show dedicated to brides and grooms wanting to minimise the environmental impact of their big day, and is just one sign of the rising trend.
Billed as the Eco Chic Wedding & Home Show, the event in Birmingham follows a flurry of new books, suppliers and gift lists on the subject of green unions amid reports from churches and wedding planners of a growing interest in the concept.
Though there is no hard and fast definition of a green wedding, typical conscientious celebrations include a focus on low carbon transport — horse-pulled wagons to gas-powered Bentleys — and local produce — organic beers to British cider.
"A green wedding is one that truly reflects the values of the couple by being conscious of consumption — from the venue to the dress and the reception decorations — and being aware of your carbon footprint," said Rosie Ames, the founder of Green Union, a website that puts couples in contact with sustainably minded suppliers.
"The British public are becoming more environmentally conscious, so it makes sense that this awareness will trickle down to all areas of their life including their wedding day," said Kate Haines, the show's organiser.
Wedding venues have noticed the trend. The Church of England, which is running a two-year project to make its churches more enticing for weddings, reported that it has begun receiving requests for couples wanting a sustainable special day. One such couple was Jessica Randall and Joseph Carrick, who held their wedding in St. George's Church, London, to enable guests to travel via public transport. "We also honeymooned in the UK to reduce our carbon footprint and had a gift list with Oxfam Unwrapped," added Randall.
Organisers behind the National Wedding Show, the UK's biggest wedding event, said they had seen a move towards "ethical" gift lists akin to the advent of goats for Africa and other philanthropic gifts at Christmas. Charities including Cancer Research UK, Oxfam and NSPCC all exhibited for the first time at its Olympia show last month .
The past year has even seen four books published on the subject. "Almost every wedding magazine has had a green feature this season but, unlike previous years, it has lost its alternative 'druid' factor. It's now seen as very in vogue to have organic champagne," said Jen Marsden, author of the Green Guide to Weddings.
Websites catering for the rising interest have also enjoyed a boost in traffic, with the Ethical Weddings site reporting a six-fold increase in traffic between January 2007 and January 2009. An online poll by You And Your Wedding magazine suggested 22.6% of 745 respondents thought about green issues when planning their wedding.
With the credit crunch biting and the average cost of a wedding hovering just under £20,000, according to Confetti.co.uk, there are also signs that more newlyweds are opting for UK honeymoons. The eco travel site Responsibletravel.com said it experienced a 144% increase between 2007 and 2008 for honeymoons in the UK, a trend it attributed to cost-cutting and avoiding the carbon footprint created by traditional long-haul destinations.
But not everyone is convinced couples are always putting sustainability first in their planning. "I've noticed over the past two years that clients are asking about the provenance of food, questions such as: where do you source your meat and cheese?" said Kelly Chandler, a wedding planner for the Bespoke Wedding Company. "But it seems more out of curiosity and a desire for a 'feel-good' factor, because it hasn't ever been a deal-breaker when venues aren't sourcing locally."
The terms "green wedding" and "ethical wedding" appear to have originated in the UK. Data from Google's Insights for Search service shows that searches for "green wedding ideas" have mushroomed by over 5000% in the past five years, with the UK outstripping the US and Australia by a wide margin for queries on the subject.
Perhaps the surest sign green weddings are going mainstream is that TV companies are sniffing around green weddings. Dragon's Den researchers are reportedly scouting the Eco Chic Wedding & Homes Show today looking for exhibitors to go head-to-head with Peter Jones and company.
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