A perception that seems to be getting tougher and tougher to shake
I was home last Wednesday in the late afternoon waiting out a rain-delay while trying to watch my Minnesota Twins battle the White Sox in Chicago. At the same time I was watching an early April winter storm dropping over a foot of snow outside my family room window.
During this time I flipped on the CBS Evening News, which this article states has an average of about 4.59 million viewers each day. I heard the newscaster say, “And now a story on the high-cost of death in America“. That got my interest and I watched the following story. . . . . .
If you just watched that 3-minute video news report you will understand that the daughters featured in it were caught off guard when their father died with no funeral planning and no resources readily available to pay for his funeral. The daughters relate that they are now paying $300 per month to pay off the expenses that were chosen for their father’s memorialization.
$12,000 being paid off via $300 monthly installments would indicate that the payments would continue for 40 months — 3 and 1/3 years. And, that is at an interest-free payment. . . . if there are interest payments it will take even longer.
Depending on who you are and where you sit it certainly is easy to rationalize blame in this situation. Maybe the father should have had some money set aside or pre-arrangements. Maybe lower priced services should have been selected when the family realized the situation that they were in. . . . Maybe, Maybe, Maybe. . .
Maybe this news story is not a well-balanced story. . . that could be argued too. No funeral director was asked to give insight on the situation. However, my point is that this type of story is how funerals and their costs are being portrayed by the media to the consumer. . . . and in my opinion, it is not a good look or reflection for the traditional funeral home.
I don’t really have any answers, but it did hit me — if we cannot show the benefit of spending that amount of money for Death Care services that style of Death Care service will not exist too much longer. . . . .I think that is just a fact.
Take a look at the graphic of the teeter-totter at the top of this article. If the cost begins to outweigh the benefit provided, funeral service will find itself in a tough spot. . . . . . . and much of the publicity we get seems to be moving in that direction.
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That’s the heart of it, isn’t it? Is the perceived value really just perception—or has it become a reality for many families? I would argue that perception is the reality now. When families feel like they are getting less value for a growing price tag, that experience shapes the narrative, no matter how much care or intention went into the service.
And yes, I think the profession has, in many ways, dug itself into a hole by not fully acknowledging or adapting to the public’s shifting views on death care. As society has evolved—becoming more cost-conscious, tech-savvy, and personalized in how we memorialize—many funeral professionals have held tightly to tradition without showing how it still meets modern needs.
This isn’t about blaming the profession—it’s about recognizing that change is happening, with or without us. The question is: are we willing to meet families where they are now and redefine the value of what we offer?
Just another hit piece that funeral service has experienced for decades – appreciate you acknowledging the bias/agenda – they got your click 😉
Who’s responsible for the increased cost of death care? Evil funeral home owners? Private equity? We are seeing on average 25% of the funeral bill accounting for cash advances, and in some cases more – ask around and see what starting salaries are for full time directors in MN – it ain’t easy out there, Tom.
There will always be a reversion to the mean and the invisible hand will drive consumer preference – as long as there are funeral directors willing to navigate each family in their cost/value proposition , the industry will remain strong – Serving our private equity overlords? The incentive is lost and all but a few will lose.