What will the future of funerals look like?

If you ask the Future Funeral consumer segment, they’ll say:

• “Funerals are for the living.”
• “A good funeral is marked by the level of laughter.”
• “Let’s blend new ideas with traditional funeral elements.”

Though this group might not be planning funerals today, you’ll no doubt serve them tomorrow. The Future Funerals consumer segment is the last group we identified in our study with McKee Wallwork + Co.

Here’s a deep dive into their preferences and expectations around funerals!

_{*Each consumer segment has a different approach to funerals, comfort levels, and behaviors. We created profiles on each of these and are giving tips to connect with our changing families. Find a brief overview of all 7 types here or check out our first three consumer deep dives: Resolute Rookies, Great Expectations, Distanced & Decided, Free Spirits, Faith & Family, and Hometowners.}

Future Funerals at a glance:

More likely to say a good funeral is marked by the level of laughter.

Future Funerals make up the smallest group of consumers. They’re similar in age to Resolute Rookies (aged 35-44), but Future Funerals have an openness to funerals, including religious elements and other traditions. This segment thinks funerals are for the living, which means they’re okay with serving alcohol and having laughter present at a gathering. They also believe a funeral should be scheduled for the convenience of attendees.

Future Funerals have progressive attitudes, but they also have a respect for traditional funeral customs. They would describe themselves as web-savvy, assertive, and imaginative.

Future Funerals basic profile: 

• Highly educated, with 86% having attended college or more; 55% hold a college degree

• Second highest average income of the segments at $75,000 (national average is $71,760)

• More likely than other segments to identify as Agnostic, but they’re still predominately Christian

• 81% are likely to post a review or rating of something purchased

• 34% are likely to drive a hybrid or electric vehicle

• 91% use social media

• 82% run, cycle, swim, go to the gym or do another form of exercise

• 60% enjoy entertaining people in their home

Future Funerals funeral preferences: 

Future Funerals are comfortable researching and planning a funeral online. They’re 30% less likely than other consumer segments to say funeral homes are rip-offs. When this group was asked where they’d most likely purchase a casket, 10% said a “specialty casket store,” which doesn’t exist. But it tells the lengths they’re willing to go for customization.

• 55% say it’s okay to have alcohol at a wake or reception

• 45% are comfortable planning a funeral online

• 6% don’t see a need for mortuaries or funeral homes

• 45% are comfortable ordering a casket online

• 60% would shop around for funeral services like they’d shop for anything else

• 32% more likely than average to use family donations to pay for a funeral

How to meet Future Funerals' expectations

With their progressive attitudes and traditional approach to funerals, this segment would appreciate technology use during the planning process so they can truly customize a loved one’s service.

#1. Provide an online planning option

What do Future Funerals love most? Convenient planning options.

That’s why an online, at-need planning tool is perfect for them! Not only can they plan a customized service from home, but they can use their phones or laptops to do it (remember, they’re web-savvy). And check out these other stats: 👇

• 45% would plan a funeral online

• 45% would purchase a casket online

• 60% would get online assistance with writing a eulogy

This group would appreciate the convenience of funeral planning from home with Planning Center. They can work out service details, sign documents digitally, collaborate on the obituary, upload images and documents, view merchandise, and message you directly so you’re always in the loop.

Learn more about Planning Center here >>>

#2.  Try a livestreaming option

One of the most unique ways to connect with Future Funerals is through livestreaming. Nearly half of this segment (48%) expressed they’d be comfortable attending a funeral online, which is 14% higher than average.

Livestreaming is perfect for this group because it’s convenient (and Future Funerals love convenience), especially if they are sick or can’t afford to travel to the funeral. With this option, you can help families attend a funeral by broadcasting events in real time and offering quality recordings to families. Plus, it’s a competitive advantage for your funeral home!

Here are other technologies you can use to connect with Future Funerals (and keep your business competitive!)

#3. Craft an amazing social media presence

Only 46% of Future Funerals trust funeral directors, which is lower than the other segments (next to Resolute Rookies). This lack of trust could be because they haven’t attended as many funerals as the older consumer segments, and/or they might believe some myths about funeral service.

But 91% of Future Funerals use social media, and 81% post reviews, ratings, or comments on items they buy. That’s why you should invest some time developing a social media presence and building your online reviews.

On social media, you can promote your staff members, post images of your funeral home, share testimonials, showcase creativity, and highlight your company values. It will help you show a more personal side of your business. By capturing reviews they can read and seeing your funeral home staff in action, you can increase their trust in your funeral home.

Here are other ideas you can use to connect with Millennials >>>

The future of funeral consumers

To sum up, Future Funerals are social and tech-savvy, and they bring that mindset to funerals. They think a funeral should involve laughter and be planned with guests in mind. Though they’re a younger segment, they see the need for mortuaries and funeral homes and know the roles they play to help the living grieve and move on.

Start incorporating these ideas in your funeral home well ahead of time so you can be prepared to serve these future funeral planners!

Download our New Funeral Consumer eBook for more information about the consumer segments!

Passare can help you connect with consumers of all types! Request a demo, and we’ll show you how.