Adapting to Changing Consumer Preferences in Deathcare

September 29, 2025

Adapting to Changing Consumer Preferences: What Funeral Directors Need to Know

Consumer expectations are evolving faster than ever, and funeral professionals must adapt to keep pace. As Generation X becomes the primary consumer of funeral services, their preferences are reshaping the industry. Unlike the Baby Boomers before them, Gen X values convenience, digital accessibility, and quality services. To remain relevant and provide meaningful support, funeral homes must reassess their offerings and embrace the tools that modern families expect.

Understanding the Shift in Consumer Expectations

Today’s families prioritize ease, transparency, and meaningful personalization over rigid traditions. They seek meaningful and unique experiences over antiquated services. This trend means that funeral homes must move beyond a one-size-fits-all approach, ensuring that their services are flexible and accessible to meet the diverse needs of modern consumers.

Embracing Technology in Funeral Services

Technology is no longer an afterthought—it’s a necessity. A recent study found that only 48% of families felt they received sufficient tech resources from their funeral home. This gap presents a critical opportunity for funeral professionals to enhance their offerings by integrating digital tools, such as:

  • Digital Memorialization Options – Families expect online platforms where they explore memorial options to honor and keep the memories of their loved ones alive.
  • Online Grief Support – Access to virtual grief resources allow for much-needed bereavement care at any time, from anywhere.
  • Aftercare Resources – Estate settlement and post-funeral administrative support help ease the burden on grieving families.

By leveraging these solutions, funeral homes can offer the digital accessibility that families not only prefer but increasingly expect.

Prioritizing Accessibility and Comprehensive Support

With busy schedules and numerous responsibilities, today’s consumers need services that are easy to access and navigate. A staggering 56% of families served by funeral homes feel unsupported after services conclude , highlighting the urgent need for robust aftercare. Funeral homes that offer online grief resources, estate guidance, and other aftercare services demonstrate their commitment to supporting families beyond the ceremony. Providing these resources not only enhances client satisfaction but also strengthens trust and long-term relationships with families for generations.

The Growing Importance of Trust and Reputation

While tradition once dictated funeral home choices, today’s consumers prioritize trust, reputation, and transparency. Over 92% of consumers use online reviews to guide their purchasing decisions , making a strong digital presence essential. Funeral homes can build credibility and foster trust by:

  • Maintaining an informative, user-friendly website with clear service explanations.
  • Engaging with the community through events and educational content.
  • Encouraging and showcasing client testimonials to highlight positive experiences.
  • Offering transparent pricing to eliminate uncertainty and stress.

Funeral professionals who establish themselves as trusted advisors rather than solely service providers will stand out in this shifting landscape.

How Cadence Supports Funeral Professionals

At Cadence, we understand the evolving needs of today’s families and the challenges funeral professionals face in keeping up. Our digital, grief-informed estate planning and administrative tools align with modern expectations for quality care, convenience, and personalization. By integrating Cadence’s solutions, funeral homes can expand their offerings, improve client satisfaction, and ensure they meet the growing demand for accessible, technology-driven support.

Conclusion

The funeral industry is evolving, and staying ahead requires embracing change. By leveraging technology, enhancing accessibility, and prioritizing trust, funeral directors can create meaningful, client-centered experiences that meet the expectations of today’s families. Those who adapt will not only provide better support but also secure their place in the future of funeral service.

Want to see how Cadence can help your funeral home exceed client expectations while growing your business? Book a demo with a Cadence representative today.

February 9, 2026
When my mom died, I left the funeral home with a checklist. It didn’t feel helpful. It felt crushing. I remember sitting at my kitchen table afterward, crying, staring at a list of things I was suddenly responsible for—forms to fill out, accounts to close, tasks to complete. I searched online for guidance, typed my mom’s date of death into one form after another, and felt the weight of it all pressing down at a moment when I was least able to cope. What struck me most wasn’t just the grief. It was the absence of a clear path forward. Instead of structure or support, I found broken, fragmented systems—and an overwhelming amount of responsibility placed on people in the rawest moments of their lives At the time, I assumed this was just my experience. Discovering a Shared Reality Over the years, that assumption proved wrong. Through volunteering in hospice, talking with families, and working alongside care providers, I began to hear the same story again and again. The confusion. The overwhelm. The feeling of being left alone to navigate a complicated web of tasks after loss. What I experienced wasn’t the exception. It was the norm And that realization stayed with me. A Better Way After Loss The period after a death is one of the most vulnerable times in a person’s life. Yet it’s also when we ask families to become administrators, coordinators, and decision-makers—often without guidance, clarity, or continuity of care. That didn’t feel right. Cadence exists because that time after loss deserves more structure, more clarity, and more care than it’s been given That belief is the foundation of everything we do. Built for Families, With Funeral Homes We built Cadence for families—but we work hand in hand with funeral homes. Why? Because funeral homes are often the last place families feel truly supported , and at the same time, the first place where responsibility begins Funeral professionals show up for families at an incredibly meaningful moment. Cadence is designed to extend that care beyond the service itself—helping families navigate what comes next with confidence instead of confusion. Doing This Together Cadence is not about replacing human connection. It’s about strengthening it. We’re here to do this work together—with funeral homes, care providers, and families—so no one feels abandoned once the ceremony ends. Supporting families long after the service isn’t an extra. It’s the work. And that’s why I built Cadence. About Rachel Drew, CEO & Founder of Cadence Rachel Drew is the Founder and CEO of Cadence. She founded the company after recognizing a critical gap in support for families following a death. With experience working alongside hospice providers, care teams, and funeral professionals, Rachel leads Cadence with a focus on extending care beyond the service and strengthening the role funeral homes play in supporting families long-term.
By Cydney Schwartz January 27, 2026
When someone dies, their identity doesn’t automatically disappear. And for families, that reality can create risks they never expected to manage. In the weeks and months that follow a death, families are juggling grief, paperwork, and a long list of unfamiliar responsibilities. During this time, a person’s identity is often still active across financial institutions, government agencies, and digital platforms, quietly creating an overlooked window of vulnerability. This risk is commonly referred to as deceased identity theft or “ghosting.” While it’s rarely talked about, consumer protection agencies consistently warn that it’s a real and ongoing issue—one that can add unnecessary stress and financial harm to families already navigating loss. This Identity Theft Awareness Week we’re helping families understand the risks after a loss, and how to limit them.
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