Reviving a dying business - innovation in the funeral industry

This research aims to understand consumers’ perception and interaction with innovation and changes in the funeral industry. The industry represents both an evergreen and an attractive market, that is currently undergoing transformation due to digital transformation, changing business models, consumer preferences and evolving attitudes towards death. The research examines a survey sample of data on consumer behavior in the industry, focusing on funeral pre-planning and digital services. The acceptance of those services is tested for dependencies on socio-demographic variables and other factors. Planning depicts a useful tool to solve consumer vulnerability in the industry. The cultural stigma has to be targeted by education and information efforts