Selling in a Dying Business: An Analysis of Trends During a Period of Major Market Transition in the Funeral Industry.

Abstract

As a result of recent economic changes in the United States and cultural changes among the population, the funeral industry has experienced a "legitimation crisis." The objective of this research is to examine new advertising and marketing strategies engaged in by professionals in the funeral industry to respond to market and cultural changes that have affected both the funeral industry at large and the role of the funeral director as a participant in this industry. A meta-analysis of articles from issues of the industry trade journal American Funeral Director for the years 2008 through 2015 was conducted. Two major themes emerged from the data. First, that funeral home owners should respond to market changes by using their assets for diverse reasons and second that forms of community engagement can create feelings of goodwill that will increase usage and loyalty from families. Within each of these major themes, a variety of subthemes emerged from the data.