I tried something different last week and had a five-part series on how “Out-of-the-Box” thinking may change Death Care.  The series of articles was well recieved and, from feedback I recieved, seemed to make people think. . . even if they don’t think my thoughts will become a reality anytime soon.

 

Joel Barker was a Futurist and author based in Minnesota.  Known as the “Paradigm Man” he is credited with being the first person to popularize the concept of paradigm shifts in the corporate world.  According to his biography, “He discovered that the concept of paradigms . . .  could explain the revolutionary change in all areas of human endeavor. By 1985, he had built the case and corporations and nations were seeking his advice. In 1980, in addition to his work on paradigms, he began to focus on a second crucial component for organizations and individuals: the importance of vision.”  (Emphasis added by Funeral Director Daily)

 

I think it is important to know this when trying to think or vision “Outside-the-box”.  Here’s a quote of Mr. Barker on “change” that all of us in Death Care should take to mind:

 

“Change is the law of life. And those who look only to the past or present are certain to miss what is coming.”

 

That is what is really important about thinking, visioning, and brainstorming “outside-the-box”.  As Mr. Barker’s quote tells us, if we don’t do that then “we are certain to miss what is coming“.

 

I don’t know if my “out-of-the-box” thinking and thoughts will happen or not.  However, I can tell you that if you are only thinking and doing what worked in the past, then you will always be playing catch-up to those who have embraced the future.

 

It’s interesting to note, Mr. Barker died in Minnesota earlier in 2025.  You can read his obituary from Legacy.com here.  In reading it I cannot help but think. . . “Change” has happened in how a Death Care celebration would have been conducted when Mr. Barker was born in 1944 and today.  Mr. Barker came into a world where traditional casketed burial was the absolute norm, yet I notice his obituary has a “Memorial Gathering” six months after his death at the University Club of St. Paul. . . By the way, no funeral home name is found on the obituary.

 

Funeral Director Daily take:  I think that change, and societal change, can happen very fast.  Furthermore, I think that the more ingrained in society a tradition or product is, the faster it disappears and the harder it falls when disruption comes to that product or service.

 

I first visited Europe in 1991.  I distinctly remember the first time I asked for water with my meal the restaurant brought bottled water.   And there was the equivilent of a $2 per bottle charge.  Knowing that in America we always had a free supply of tap water at any restaurant I said to myself, “This will never happen in America”.

 

While bottled water was the norm in Europe at that time here’s what AI from Gemini said about bottled water sales in the USA at approximately that time:

 

“. . . while a precise dollar figure for the bottled water business value in the USA in 1990 is not explicitly available, the market was in a growth phase, tripling throughout the decade and reaching approximately $5 billion by 1999.”

 

Well, in 2024 according to Grand View Research, the bottled water market in America is worth $47.42 billion.  That’s over twice the value of the entire Death Care industry in America which is valued at $18.3 billion according to Statista.  Furthermore, bottled water is expected to grow at a 5.7% annual clip while Death Care services are expected to grow at a 1.6% clip according to the same sources.. . . . . You virtually never see open water fountains in America anymore — a fast drop from a tradition (of drinking tap water) of almost 100 years.

 

Now, I wish I had a more open mind about that situation. . . . Had I been more open-minded I would have looked to be an investor in a start-up bottled water company rather than think the product would never come to America.

 

Or, take a look at land line phones.  Once disruption came in the form of cell phones land lines starting disappearing on a regular basis.  Today, land line useage has declined 73% since the innovation of cell phones and is expected to diminish much more when several telecom companies will drop land lines in 2027.

 

Finally, take a look at the disruption happening in college athletics.  Since the 19th century college athletes have been amateurs willing to play on sports teams for no renumeration other than tuition, housing, and food waivers.  Next season, you will find colleges allowed to pay salaries to athletes in addition to tuition, housing, food waivers, and endorsement money.  It’s amazing how fast that proposed change has became a reality.

 

So change happens, and just because funeral homes are called today at the time of a death does not mean that funeral homes will be the businesses that consumers call in the decade of the 2030’s or the 2040’s.  I would suggest that if you are in this business you should be looking at what will the consumer choice be in the future and at least, ever so slightly, be looking to make sure you are always in the competitive market arena for that death call.

 

Always, always. . . be looking outside-the-box.

 

More news from the world of Death Care:

• Funeral director lauded for six decades at Lane.  The Vindicator (OH)
• Reefs made from human ashes could revive British seabeds, says startup.  The Guardian (Great Britain)
• Pet funeral industry booms as owners seek dignified farewells.  Shine (China)
• Only one in four Americans has a will.  But writing one is easier than you think.  CNBC Select

 

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