Something has shifted. Many couples no longer prefer chandeliers and now want string lights. Ballrooms have given way to barns, vineyards, and meadows. And honestly? We get it.
Outdoor and rustic weddings have become the dominant choice — 42% of U.S. venues are now outdoor-focused, and barn and ranch bookings are growing 15% annually. But here's what's interesting: it's not just an aesthetic choice. Couples choosing hay bales and wildflowers are also the ones asking about sustainability certifications (81% of couples now prioritize venues that have them). The vibe and the values are traveling together.
That tracks with what we're seeing too.
When we started maaterra, we weren't thinking specifically about rustic weddings. We were thinking about beautiful tableware that didn't end up in a landfill. Turns out those two things have a lot of overlap. A textured, earthy compostable plate looks completely at home on a wooden farm table. It photographs well. It fits the moment.
And it composts. No washing, no returns, no breakage fees — just a clean end to a beautiful day.
The sustainability piece matters more than ever at outdoor events. Couples are celebrating in nature, often in places with minimal infrastructure and real ecosystems nearby. What you bring in, you're responsible for. Traditional single-use plastics and chemically treated décor don't disappear after the last dance — they stick around in ways nobody wants to think about on their wedding day.
Heidi Worcester, Founder of maaterra, puts it plainly: "Wedding couples do not want to sacrifice on sustainability and design. It used to feel like a tradeoff. It doesn't have to be.”
The couples (and planners) we work with have figured that out. They want the full picture: something that looks intentional, photographs beautifully, and doesn't contradict everything else they care about.
27% of U.S. couples are now choosing themed weddings, and rustic is the most popular theme by a wide margin. What we're hearing is that the details matter — the potted herb favors, the wooden signage, the tableware that looks like it belongs outside. Guests notice when things fit together. They also notice when something feels off.
Sustainable décor does not need to be the centerpiece of someone's wedding, just a detail that quietly does its job and holds up beautifully while it does.
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