Funerals, cremations, memorial services, and other Death Care purchases by the consumer are not done in a vacuum.  Consumers make all kinds of decisions on purchases with all kinds of products and services and sometimes those decisions change over time as to the overall philosophy of the purchase.

 

It’s no secret that in Death Care the overriding trend of late has been for less services and less cost.  Funeral homes have had to tighten the reins on costs and try to hold expenses in because it’s been pretty common nature to see your funeral home receive “less revenue per service” of late.

 

Might that change, however. . . . and might the younger generation be the ones to reverse the trend?  Might young people bring on the need for “The Experiential Funeral”?

 

I read this interesting article from Yahoo Finance last week where Marvin Ellison, Lowe’s CEO talks about “big ticket” items sales being a little off.  He explains that there has been a shift in purchasing that is leading into what he calls the “Experience economy”.    The article points out, “Consumer demand for Live Entertainment has come roaring back since exiting the pandemic.  Driven by the pent-up demand for experiences, consumers have flocked in droves toward live events and concerts.”

 

The article also points out that “Young people are driving this changeup noting that there’s a “demographic shift in preferences toward experiences among the younger millennial and Gen Z population — which are also becoming more important elements of the workforce with increasing incomes and wealth as a result.”

 

Funeral Director Daily take:  As I think about this “Experiential purchasing” a lot comes to my mind and it makes me wonder if this younger group will eventually decide that services for the deceased may need to be a higher “Experiential” emotion for the survivors than what is happening today.

 

I try to be both a student of the past and at the same time look for a vision for the future.  When I look to the past I think of the book Megatrends by John Naisbitt who revealed that America had really had three economies up to the time that that book was written in the 1980’s.  Naisbitt talks about the agricultural economy, the industrial economy that started when Henry Ford put the production line together, and the technology economy that was probably started about the time the telephone came into universal use.

 

Since that time of that book being authored I would argue that we have went through what I would call the Internet economy also.  Now, however, as the internet is as staple as phones, agriculture, and production lines, what will America’s new economy be founded on  — might it be “Experiences”?

 

I’ve told you before I’m a fan of the hit TV show “Shark Tank”.  If you watch that you will see some of the most successful companies that Shark Mark Cuban is investing in offer “Experiences” to the consumer.  Think of Extreme Sandbox, Rugged Maniac, or the Haunted Hayride as three of those successful companies that offer the purchasers an “Experience” they won’t forget.

 

My thought here is as the Death Care profession seems to be plummetting to more and more “Direct Cremation with No Services” clientele, will we at some point reach a point where the consumer is seemingly getting zero value from the DCNS experience and look for more fulfillment in death choice options?

 

Death Care needs to figure out how to give that “Experience that they won’t forget” to our consumers.

 

I think the change needs to start now and funeral homes have to up their standards of “experiences” for those that want them. . . . Ask yourself, “How do we make this service meaningful to the people who are paying for it?” . . . . Maybe it starts with the idea that when Grandpa dies we don’t only ask Grandma and her kids what they expect for the services. . . . .maybe we should be asking the grandchildren that question also.  It’s quite possible that Grandma and her children might be open to “an experience” that the grandchildren think would be appropriate for the Grandpa they loved also.

 

Maybe, just maybe, that younger ages “preferences towards experiences” can help our profession learn what is needed to bring about a rebound in our service experiences.

 

More news from the world of Death Care:

• ACBF Funeral Plans fined $1.2 million.  Insurance Business (Australia)
• When my friend died, she wanted to be turned into mulch.  Newsweek
• Pennsylvania body parts “collector” admits to buying, selling remains stolen from mortuary.  Penn Live – Patriot News (PA)
• NBC- 10 I-Team:  More complaints over cemetery conditions, but a solution in sight?  Video story, photos, and print article.  WJAR NBC Channel 10 (Rhode Island)

 

 

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