Can we move Death Care from an “Obligation” to an “Experience”?

January 16, 2026/Business/

Earlier this week I was watching the business news and the channel was reporting on Delta Airlines. According to the talking heads that I was watching Delta Airlines has done a very good job in building market share by continuing to relate the “Experience” of flying Delta over the simple need to get from one location to another.

Here’s how Delta’s CEO Ed Bastian related that proclamation in the company’s Earnings Call release which also took place this week:

“Our teams are executing our bold vision of reshaping the end-to-end travel experience and cementing Delta as the world’s most loved airline. We’re elevating every phase of the customer journey making travel simpler, faster and even more enjoyable. This includes expanding our premium lounge network, delivering a connected experience for SkyMiles members with more than 1,100 aircraft already equipped with fast and free WiFi and introducing innovative digital tools like Delta Concierge.”

In essence, Delta, in an industry where the customer has much choice, believes that they have captured market share because they no longer get potential clients to just think about their travel needs. . . they get potential customers to think about their “travel experiences”. And, they believe that marketing mindset is bringing those type of customers to them.

Tom Anderson
Funeral Director Daily

From my point of view, people have “travel needs” and they also have “Death Care obligations”. Regarding travel, people need to get from one place to another and regarding the death of a family member, those remaining family members have an obligation for human body disposition.

In taking Delta’s viewpoint on this, they believe that they have made a move in getting those with “travel needs” to think about “travel experiences” and pay a higher fare for those experiences. Going that same route of thinking with Death Care, I wonder if there is a way or ways to get more surviving family members to think not about their obligation of disposition, but of the experience of celebrating the life or going through the grief experience?

Because in a country where we may soon be in a situation where 40% of our deaths end with a disposition, such as direct cremation, and no further service, celebration, memorialization, or experience, simply moving the needle in a small way could very easily alter the financial situation of your business in a very positive way.

I know this is not a new thought and I know that lots of marketing people have been working on solutions. However, I think it continues to be of more and more importance as we see those that choose minimal required methods of disposition with no additive enhancements to create a more positive experience of Death Care.

When there is no additive experience to direct disposition it seems that we accomplish two things that cannot be good for the long-term health of both the consumer and funeral service. First of all, we do not help enhance a grief relief experience for the clientele family and secondly, we make profits for funeral service more and more difficult to achieve.

Continuing to advocate for a “Better Death Care Experience” can only be positive for the consumer and for us.

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