#1 — 19.04.2024

GOOD GRIEF NEWS 

Notes on trends and insights around dying, grieving and remembering our loved ones.

Last Friday I attended the BEFA trade fair in Dortmund, Germany, where the nation's funeral industry showcased its latest products, innovations and trends. I had never managed to go before, so it was about time.

Here are my 5 observations:

1. Reality check

I approached my visit to the show as a kind of 'reality check' and was prepared for my little bubble of trends and innovation to be shattered. I was prepared to learn that the industry simply wasn't there yet, for example in terms of more personalised offerings and contemporary product design. But the anticipated disappointment did not materialise. The desire to personalise farewells and memories is slowly gaining ground in the market and the possibilities for individualisation are expanding.

There was also a good mix of exhibitors, from funeral vehicles to coffin and urn manufacturers, as well as coffin suppliers, hygiene technology, printing and financial services, memorials, planning software, bereavement apps and social media training for funeral directors. I definitely saw more young people (and women!) at an industry gathering than usual - the generational shift is in full swing.

2. A hidden world opens up (slowly)

At first I thought it was a shame that some of the more innovative exhibitors were located on the fringes rather than at the heart of the show. But fortunately they were there and the stands were extremely popular - in future years I would like to see more courage and space to engage with new developments.

The industry is also opening up to its neighbours, for example from the Netherlands. The mycelium coffin from Loop Biotech was presented at the fair and was very well received. There was the water urn concept, designed to gradually release water and ashes into the ground. Or a ne high-tech columbarium called Memorial Cube, to flexibly store the ashes of your loved one. I also saw Dutch memorial jewellery and the coffin flower ribbon by Bloemband.

3. Sustainability comes knocking

With the growing interest in natural burials in Germany, for example in a Friedwald (burial forrest), sustainability has also taken root in the German funeral industry. From biodegradable, unpainted coffins to urns made of paper or organic clay to 3D printing with eco-friendly materials, exhibitors are showing greater awareness of environmental responsibility.

I have been following a discussion with interest about how widespread the idea of sustainability has really become: A sustainable urn manufacturer had pointed out how such a trade show is actually producing a lot of unnecessary rubbish (whereas the urn makers only had a handful). We still need to get to the point where we look at sustainability holistically in all our practices and not just by choosing better materials, for example. Fortunately the distribution of unnecessary give-aways was limited and at the Loop biotech stand you could even eat all the mushrooms that were there for decoration. 

4. Discovering digital

The digitisation of the industry is still in its infancy in Germany. The current focus is primarily on automating internal processes - from registering a case to more efficient planning of the funeral service. From my point of view, for example, a time clock app introduced at the show to better manage working hours offers a solution that in many cases is already better managed through other tools and lacks the bigger picture. 

Relatives and their needs are still only sporadically involved - they can put together a playlist for the ceremony at home or perhaps choose urns or coffins from the comfort of their sofa. I still miss further, more intensive support for the personal needs of relatives and their grieving process. 

I found it interesting to see how the range of social media advice specifically for funeral directors has expanded. The stand of the Unvergessen Agency was very well attended and demand to understand Linkedin, TikTok, podcasts and AI tools seems to be high, as I also heard in several conversations.

5. Podcasting about the digital funeral home

I was also interviewed for the podcast TODTAL DIGITAL on digitalisation trends. It will only be available in German, but I'm happy to share some of my thoughts on the first question I was asked: How are digital tools and spaces changing the way we grieve?

I pointed out 3 aspects:

a. From private to public / from taboo to normalised. Grief is traditionally a private and personal process. The internet has clearly changed the way people deal with loss and express their feelings. It has become more open and informative, people talk about their feelings and show vulnerability, which de-stigmatises the topic and creates new communities.

b. The expression of grief and remembrance is becoming more diverse, more individual, more colourful, more moving and more interactive - and certainly more location-independent. It is no longer just the famous who receive an obituary.

c. Access to communities of like-minded people who are going through similar experiences gets easier:

• Think of rural areas where bereavement services are less diverse

• Offers for marginalised or very specific groups (I.e. grieving daughters)

• Lowering entry barriers, costs and allowing people to remain anonymous if needed

If you would like to know more about exhibitors at the show, my perspective on certain aspects or more information about the German funeral industry compared to your market, please drop me a line!

Thank you for reading GOOD GRIEF NEWS, a monthly newsletter on trends and fresh perspectives around death, grief and remembrance. You can find more of my work at goodgrief.me or stefanieschillmoeller.com and follow me on Instagram.