Selling in a Dying Business: An Analysis of Trends During a Period of Major Market Transition in the Funeral Industry

Abstract

As a result of recent economic changes in the United States and cultural changes among the population, the funeral industry has experienced a "legitimation crisis." The objective of this research is to examine new advertising and marketing strategies engaged in by professionals in the funeral industry to respond to market and cultural changes that have affected both the funeral industry at large and the role of the funeral director as a participant in this industry. A meta-analysis of articles from issues of the industry trade journal American Funeral Director for the years 2008 through 2015 was conducted. Two major themes emerged from the data. First, that funeral home owners should respond to market changes by using their assets for diverse reasons and second that forms of community engagement can create feelings of goodwill that will increase usage and loyalty from families. Within each of these major themes, a variety of subthemes emerged from the data.

Relational Spending in Funerals: Caring for Others Loved and Lost

“…Extensive marketization has transformed rituals (McAlexander, Dufault, Martin, & Schouten, 2014; Moisio, Arnould, & Price, 2004) and potentially funerals (Beard & Burger, 2020). Mass customization means consumers are now offered a large assortment of options for the funeral ceremony, ranging from choices about flower arrangements to makeup, caskets, and music, displayed in showrooms alongside many other discretionary funeral goods and services.…”

“…Our informants were often surprised and overwhelmed by the extensive choice of products and services marketed to them by funeral homes. Marketization of funerals (Beard & Burger, 2020; cf. McAlexander et al., 2014) added to the stress and ambivalence evoked by funeral planning (Otnes, Lowrey, & Shrum, 1997).…”

“…Existing consumer research on funerals has explored the meaning of the funeral ritual from a sociological perspective (Dobscha, 2016; Holloway, Adamson, Argyrou, Draper, & Mariau, 2013; Pine & Phillips, 1970), and the social function they provide to families and communities (Bonsu & Belk, 2003; Gentry et al., 1995; McGraw, Davis, Scott, & Tetlock, 2016). In light of the marketization of the funeral industry (Beard & Burger, 2020), we examine funerals from the perspective of the person planning the funeral, identifying motives that drive and manifest in funeral planning decisions.…”

The Corpse: Time for Another Look A Review of the Culture of Embalming, Viewing and the Social Construction

“…An industry built around selling more expensive caskets and more unrealistic depictions of death appears to have steered the public psyche toward death denial in the United States. 5,6,11…”

“…Each phase of the ritual had symbolic meaning, and the step-by-step process was considered necessary for the afterlife. 3,4 Other ancient societies have used similar practices to some extent, however the history of embalming in the United States dates back to the beginning of the Civil War where [5][6][7][8] no plans had been provided to return the fallen soldiers to their homes. 9 In previous battles against the Native Americans and during the Mexican American War, military dead were buried where they fell in battle.…”