Funerária São Judas Tadeu, located in Videira, Santa Catarina, is an example of adaptation and evolution of a family business that has reached its third generation. Founded in 1977, the funeral home began as a carpentry shop that produced funeral urns and, over the years, has established itself as a reference in the sector, standing out for adding highly specialized services to the products it already produced, and for its growing commitment to the community and sustainability. This qualitative study, based on a semi-structured interview with the manager, analyzes the implementation of ESG practices in this organization, and how this work permeated the success and family succession of the company, respecting the values that have always been practiced by it. Funerária São Judas Tadeu exemplifies the resilience and adaptation necessary in the funeral sector, standing out for its excellence in service and for monitoring and implementing the most modern practices in its sector, demonstrating a proactive stance in relation to market trends, not waiting for government regulations to act. Always seeking to focus on the needs of its customers, it was a regional pioneer in the implementation of several services, such as thanatopraxy, the creation of the Memorial for farewell ceremonies and the installation of the crematorium, in addition to the adoption of the protective mantle for urns, essential to prevent environmental contamination. The trajectory of Funerária São Judas Tadeu reveals that continuous innovation, concern for ESG and respect for origins are the key to a legacy that transcends generations.
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