You’ve heard it everywhere…

Funeral consumers are shifting their perceptions of funerals and memorials. And you need ways to adapt to their changing needs.

When we conducted a study with McKee Wallwork + Co. that identified 7 types of funeral consumers*, one group – Distanced & Decided – had a low preference for funerals and a high preference for cremation.

In this article, learn the best ways to connect to this consumer segment.

_{*Each consumer segment has a different approach to funerals and different 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 two consumer deep dives: Resolute Rookies and Great Expectations.}

Distanced & Decided at a glance:

Most likely to be driven by their head rather than their heart.

The name of this group speaks for itself: Distanced & Decided keep death, the community, and even family at a distance. This group skews older (55-69) and has the highest income of all seven segments. However, they have a high preference for cremation and a low preference for funerals. They’re not interested in seeing the deceased at all, whether in a casket or during the cremation process.

Distanced & Decided place low value on religion, but they are most likely to be environmentally conscious. They are less traditional than other segments, are concerned about the environment, and have a more negative perception of the funeral profession and death in general.

Distanced & Decided basic profile: 

• The oldest group averaging between ages 55-69

• Most educated of all segments, with over 86% having a college degree or more

• Highest income of all segments at $79,500

• The lowest concentration of Christians at 51%

Distanced & Decided funeral preferences: 

• 1 in 3 expressed that they would feel comfortable planning a funeral online

• Only 2% think it’s important to see the deceased’s body

• 33% would consider preplanning their funeral

• 53% want to be cremated and have their remains scattered in a meaningful place

• 58% more likely than average to say they never visit a cemetery

• 45% comfortable with viewing a funeral or celebration of life online

• 50% would get online assistance with writing a eulogy

3 unique technologies to bridge the gap

In order to best serve your Distanced & Decided consumer, focus on technology to cater to their unique perceptions and attitudes towards funerals. Here are 3 to try. 👇

#1. Plan on Planning Center

Planning Center is well-loved for its ease of use and ability to make online collaboration with families effortless. However, if you are working with a Distanced & Decided consumer, they might be more hesitant to want to join in on the planning process. Funerals really aren’t their thing.

But based on the data, a third of these consumers would feel comfortable planning a funeral online, which makes this tool a no-brainer to connect with them. After all, they can plan online from the comfort of home.

You can use Messages in Planning Center to make planning more convenient. Use Messages as a collaborative platform where you + friends + family can all give input together. Being in a group chat setting gives them a free pass if they want to avoid weighing in on every decision. Messages give them a voice in the process…when they want one.

#2. Livestream the event

About 45% of Distanced & Decided are comfortable viewing a funeral or celebration of life online. So consider providing livestreaming options!

Livestreaming allows these consumers to tune into a service where they are most comfortable. Remember, only 2% think it’s important to see the deceased body. Give them an avenue where they can respectfully opt out while still getting to be part of a service. This technology allows the Distanced & Decided to process their grief and participate in the funeral without being forced into a situation where they are uncomfortable.

>>>>>Wondering if your livestreaming services are up to par? Check out this article from Funeral Directors Life.

Feeling like getting even more creative? Use livestreaming in new ways to capture the service (if there is one) or the elaborate event that might follow. Having an outdoor event? Livestream it. Showing a video tribute? Livestream it. Planning an interactive event where friends and family participate? Livestream it. Just make sure you have the family’s permission!

#3. Use the power of AI

50% of this consumer segment would be comfortable getting online assistance writing a eulogy. Eulogies and obituaries are somewhat similar in that they both require planning, details, and organization. That’s where an AI obituary writing tool can help! You can create a first draft with an AI writing tool, and you and the family can work together to make the obituary or eulogy the perfect tribute.

Some families want more control over what goes into the obituary and might feel uncomfortable allowing AI to be part of the process. Not the case with the Distanced & Decided crowd. 👏

Another benefit of using this technology is that it helps YOU connect with a consumer who might not otherwise see the value in what you have to offer as a funeral director. You are an integral part of planning a meaningful service, and this tool will help you convey that message.

If you don’t already use an AI writing tool, Passare has a pretty stellar option to help you draft obituaries in seconds. 🤩 Learn more about what AI Obituary Writer can do here.

Close the distance

The data shows that Distanced & Decided are less traditional than the other segments, concerned about the environment, and have a more negative perception of the funeral profession and death in general.

Even with all of this information in mind, there are still technologies you can use to involve them in the process. The key is to connect with them while also making sure they are comfortable along the way.

For more information about Distanced & Decided and the other consumer types, please download our New Funeral Consumer eBook.

How else can Passare help you connect with consumers of all types? Request a demo and find out.