He always said he wanted a party, not a funeral.”

“We’re not really religious.”

“She wouldn’t have wanted a big fuss.”

Sound familiar? It’s no news to funeral professionals that more and more families are interested in alternative approaches to funeral services—a trend clearly projected to continue. The result? Shifting expectations, shrinking revenue, and a challenge to the traditional model. So, how do you respond?

Understanding the Shift

Several cultural changes are driving this trend. At the core, cremation gave families more flexibility in choosing a time and location for memorial services. The pandemic also brought about changes in how funerals are conducted—one lasting shift is the widespread acceptance of outdoor and online services. Another factor is a generational move away from religious affiliation. Nearly 30% of Americans now identify as religiously unaffiliated but still “spiritual,” according to Pew Research. For all of these families, traditional rituals may now feel unfamiliar, uncomfortable, or unaffordable.

While today’s families are not looking for the same funeral service as the generations before them, research shows they are still not sure of what they want. According to the ICCFA, 46% of consumers surveyed listed direct cremation as a planned means of disposition, a mere 6% listed cremation with services, but a hefty 42% listed not specified.* This data suggests a significant, rising rate of Americans forgoing traditional funerals as well as an opportunity to guide undecided families toward services that meet their needs.

The Education Gap

But it’s not just that some families are undecided because they don’t know what they want. Research shows they aren’t sure what’s available. A 2024 survey reflected that just 35% of funeral industry consumers said they received education during the purchasing process, compared to 75% of deathcare professionals who said education was offered.* That’s a huge disparity! Without the right guidance, families are opting against a service altogether because they don’t know where to begin, truly missing out on the benefits a funeral or memorial service can offer.
That’s where you come in.

An increasing number of families are choosing a “celebration of life” over the traditional, solemn ceremonies of the past. Many are drawn to services that feel brighter, more personal, and more uplifting when it comes to saying goodbye—especially in the spring and summer months.
At its heart, a celebration of life is a memorial service focused on joy. These events are often filled with laughter, color, music, storytelling, and personal touches—moments meant to reflect not just a life lost, but a life well lived.
Here are six lighter and brighter ideas being offered by several of our funeral home customers:

• Offer the services of a funeral celebrant
  Provide access to professionals who can craft personalized, non-religious ceremonies that reflect the individual’s personality, values, and life story.
• Refresh your list of creative partners
  From live music, catering, professional photography, florists, graphic designers, and more, they can help families create something unique and meaningful.
• Offer release ceremonies
  Celebrate a life well lived with uplifting send-offs like butterfly releases, wildflower seed plantings, or paper boats carrying messages. These joyful rituals bring movement, color, and participation to a moment of farewell—reminding guests of the beauty and celebration in a life remembered. (Note: Balloon and sky lantern releases are often discouraged due to their environmental impact.)
• Eco-friendly farewells and scattering ceremonies
  Partner with local natural areas or provide guidance on scattering ceremonies, water burials, and sustainable memorial options like biodegradable urns. Planting a memorial tree or dedicating a garden bench remain popular choices with an eco-friendly tone.
• Interactive Elements
  Invite participation through memory-sharing stations, tribute videos, digital guestbooks, or livestream options that allow more people to feel connected, wherever they are.
• Memorial Keepsakes and Jewelry
  Offer coordinating cremation jewelry and keepsake urns that allow cremated remains to be distributed—allowing loved ones to carry a tangible connection or share cremated remains among family members, no matter the distance.

Funeral homes who provide support to families wanting celebratory memorial services can keep up with and shape the funeral landscape of the future.

* Memento Mori, Oct. 2024, The Wants and Needs of Today's Consumer by Bill Williams. Numbers rounded.