2025 Predictions: 3 Ways End-of-Life Offerings Can Adapt to Meet Consumer Demands

As we step into 2025, the end-of-life industry is evolving rapidly. Changing consumer preferences, advancements in technology, and a growing awareness of environmental sustainability are reshaping how individuals and families approach funeral planning. To keep up, service providers need to innovate and adapt—but the good news is that these changes bring exciting opportunities to better serve families during some of life’s most meaningful moments. Here are three predictions for how the industry can adapt to meet these new demands.

Prediction 1: Go Green

Did you know that 84% of Americans would consider “green” funeral options? According to the Kates-Boylston Publications 2021 Green Survey, this growing trend highlights a societal shift toward sustainability, and it’s transforming the funeral industry. Families are increasingly seeking ways to honor their loved ones while also being mindful of their environmental impact.

Understanding the “Green” Spectrum

"Green" means different things to different people. For some, it’s about offsetting carbon emissions and minimizing environmental impact. For others, it’s about leaving a positive legacy—such as choosing a Memorial Tree in a protected forest, where their final act contributes to the health of the planet. These options not only reduce one’s ecological footprint but also provide families with deeply meaningful ways to remember their loved ones.

Education and Options Are Key

With options like natural organic reduction (also known as NOR or human composting) gaining popularity, education is crucial. While this process is legal in only a handful of states, awareness is growing. Families also want guidance on spreading ashes in natural spaces—whether in forests, oceans, or other protected areas. By educating families about these options and the regulations in their state, providers can empower them to make informed choices.

It’s also worth noting that year over year, there is a 22% increase in people searching for “green burial” on Google. Providers who offer a range of environmentally friendly services and clear guidance will stand out in this growing market.

Action item: Research what green options are available in your community. Write a blog or email newsletter sharing those options with your community. Our partners at Mueller Memorial have hosted “green options” educational seminars with record attendance!

Prediction 2: Online Everything

The days of strictly in-person funeral planning are fading. As Gen X and Millennials take on more responsibilities for planning end-of-life arrangements—both for their parents and themselves—they’re bringing with them the expectation of seamless online experiences. According to NFDA's 2024 Consumer Awareness and Preferences Report, 40% of consumers now begin the arrangement process online, and 25.9% would prefer to make prearrangements online instead of meeting with a funeral director in person.

Meeting Consumers Where They Are

Today’s planners value convenience, transparency, and the ability to explore their options without pressure. They expect digital tools that let them browse services, compare prices, and even schedule consultations at their own pace. Offering online preplanning forms, virtual tours of memorial sites, and easy payment portals can make a significant difference.

A Digitally Enhanced Brand

End-of-life providers need to ensure the solutions they offer are paired with a robust digital presence, creating a seamless experience for families that reflects consumer values and meets their needs. This blend of innovation and tradition doesn’t just build trust—it fosters customer loyalty and supports premium pricing.

Funeral homes and service providers who invest in digital tools and prioritize user-friendly experiences will not only attract tech-savvy consumers but also position themselves as forward-thinking leaders in the market.

Better Place Forests has had success with sharing its core products and services online via an “online forest tour.” Families love the ability to easily align as a family and better understand if a Memorial Tree is right for them.

Action item: Brainstorm with staff about what’s unique to your products and services. If it’s not on your website, take the time to add it!

Prediction 3: An Ongoing Relationship with Families

One of the most significant shifts in the end-of-life industry is the rise of cremation, which now accounts for 60.6% of arrangements in the United States, according to CANA’s 2024 Annual Cremation Statistics Report. That report states that cremation rates are expected to rise in the US until a projected plateau of around 80% as early as 2040. This shift toward cremation has given families more flexibility in how and when they choose to memorialize their loved ones. Instead of traditional timelines, many families are now spreading ashes or holding commemorative events on meaningful dates—like birthdays, anniversaries, or holidays.

Staying Connected with Families

To stay relevant, providers should build lasting relationships with families. This could involve sending gentle reminders or offering services tied to significant dates. For example, helping families plan a gathering to spread ashes on the anniversary of a loved one’s passing or offering ideas for honoring their memory during Mother’s Day or Father’s Day can be incredibly meaningful.

Supporting Families Beyond the Immediate Moment

Families increasingly value ongoing support. Providers can offer services like memorial newsletters, annual tree-planting events, or even digital tools to help families keep track of important dates. By staying engaged, providers not only enhance customer satisfaction but also create opportunities for additional services and deeper connections.

Action item: Start a newsletter to engage with families who choose cremation and your firm. Many may still be interested in memorialization products and services, as well as advice on living with grief.

Looking Ahead

The end-of-life industry is at a transformative crossroads, with consumer preferences changing at a rapid pace. Embracing green options, enhancing digital capabilities, and fostering long-term relationships with families are not just predictions for 2025—they are essential strategies for staying relevant and impactful.

Looking for more predictions? CANA’s research shows that the national cremation rate has grown steadily and predictably for the last 50 years. But now, after decades of accelerated growth in the United States, CANA now begins to see evidence that the national growth rate is slowing, a common statistical occurrence after the rush of adoption reaching at 60.6% in 2023.

CANA’s 2024 Annual Statistics Report shows that the annual cremation growth rate is starting to wane. This supports the association’s observation over the past few years that the US is entering a “deceleration” period of cremation. This growth rate is now expected to slow—but not to reverse.

CANA predicts that cremation rates will continue to rise until a projected plateau of around 80%. In 2023, CANA added a new color to the popular “heat” maps of US and Canadian cremation rates, highlighting the individual states and provinces with cremation rates above 80%. The diversity of cremation rates persists across both the Canadian provinces and the US states. By 2033, CANA research predicts the cremation rate in all states will reach or exceed 50% with the national rate surpassing 70%.

Ineke Van Waardenburg is the Chief Operating Officer at Better Place Forests. Better Place’s mission is to guide a comprehensive end-of-life experience deeply rooted in nature. Better Place is home to America's first conservation Memorial Forests, where thousands of families have chosen a mature, living tree in a protected forest as their final resting place. Better Place is an industry leader at bridging online and in-person experiences to help meet families where they are.