The families you serve are not all looking for the same thing and, increasingly, those differences come down to generation.
NFDA’s Changing Consumer Preferences: A Generational Perspective on Attitudes Toward Funeral Service report offers a clear, research-backed look at how Baby Boomers, Gen X, Millennials and Gen Z think about funerals, communication and the role of the funeral director. The findings may challenge some long-held assumptions.
Younger generations, for example, view funeral directors as trusted experts and place meaningful value on services and viewing, even as cremation remains strong overall. At the same time, while most Americans believe it’s healthy to talk about death, many still struggle to have those conversations, especially younger adults.
Why This Matters to Your Funeral Home
This report goes beyond data. It helps you:
- Better understand what different generations expect
- Adapt how you communicate during arrangements
- Identify opportunities to connect with families more effectively
- Prepare your business for the next generation of decision-makers
In many cases, you are not serving just one generation, you are serving an entire family, each bringing different perspectives, preferences and expectations.
Turn Insight Into Action
The report also includes practical prompts and ideas to help you apply these insights in your day-to-day work, from arrangement conversations to marketing and community outreach.
If you want to strengthen trust, improve communication and better serve today’s families, this is a resource worth your time.
Download the free report at NFDA.org/Research and explore how generational insights can shape the future of your funeral home.