Evolving funerary preferences have meant decreased revenues for funeral homes, once a mainstay of American culture. The Funeral Service Foundation approached Olson Zaltman to bring their organization in sync with public sentiment.
We began with a thorough audit of FSF's existing knowledge set, and determined that the study would focus on Boomers, their primary target. We then developed a two-part ZMET® question to qualitatively explore the metaphors underlying:
- Peoples' thoughts and feeling about traditional funerals
- Their own end-of-life preparations
We conducted a standard analysis, the results of which were verified using IAT, our implicit association tool for quantitative cognitive measurement.
In the category of Boomers' own end-of-life preparations, six key themes emerged:
- "I mattered"
- "Live on"
"I WANT IT TO BE RECOGNIZED THAT I DID LIVE AT ONE TIME.
People are looking for personalized, warm, connected services, and associate the funeral category with loss, mourning, and sadness.
Because FSF is a foundation with many members, our insights were applied to a variety of innovations. One of FSF's members, Aurora, which sells over a third of all caskets in the U.S., partnered with K2 Digital to create beremembered.com, where people can create a bucket list, life timeline, and end-of-life plan.