Generation Death

The funeral business is a £2 billion market with 600k new joiners every year.

Baby boomers will be their customers in the next 20 years or so and are unlikely to 'go gentle into that good night' when their time comes, probably preferring to 'rage, rage against the dying of the light'!

As baby boomers ourselves, we have taken it upon ourselves to reach out to the funeral sector and help them appeal more to people wanting to exit on their own terms, many without ritual and prescription, in a fundamentally more individual and imaginative way.

We believe key challenges such as these lie ahead for the funeral director:

1. How will an industry with the negative image and cultural imprint of Bela Lugosi, all dour black and sincerest condolences, be able to present another face to a more joyful-seeking, religious-lite customer, their family and friends?

2. Does the name 'funeral' need a re-fresh to embrace the needs of the baby boomer, and principles of better business differentiation and imagination?

3. What products and services could and should funeral directors be providing?

4. How can they pivot with cultural integrity and honesty, from religion, death and disposal to a more enjoyable and sustainable celebration of life?

5. How does a traditional industry with a set-in-stone business model, where costs and professional fees are reducing, become more entrepreneurial, commercial and imaginative?

As you'd expect we've dug around and put together a Black Paper summarising our thoughts on this sector and are ready to have a cuppa with anyone interested in being a disruptor in this very traditional market.

HUMBUG BLACK PAPER Final 24_3_23.pdf

Download PDF • 239KB

Remember, with their own money and marbles, baby boomers are a rewarding bunch as long as you understand and play by their rules.

Which we do.

Humbug to those that don't.