Gen Z Is Not Your Curveball
Every few months I hear someone say, “I just don’t understand Gen Z.” I get it. They grew up on phones, speak in short clips, and have more information at their fingertips than any generation before them. But after reading Changing Consumer Preferences: A Generational Perspective on Attitudes Toward Funeral Service (National Funeral Directors Association) and paying attention in arrangement rooms, here is my take. Gen Z is not a curveball. They are an opportunity if we are willing to meet them where they are and teach with patience.
First, the good news. Gen Z respects what funeral directors do. They see value in being guided through hard decisions by a professional who knows the landscape. That lines up with what I am seeing in the field. When a younger adult joins the arrangement, they lean forward. They want to understand the why behind each choice. They are not anti-tradition. They are pro-meaning.
They also surprise a lot of people when it comes to disposition and ceremony. Many in this group show interest in traditional burial, and they are more open than you might expect to faith elements and being physically present with the body. That matters. It means we do not have to talk them into the value of ritual. We have to explain it clearly and design it well.
Where Gen Z struggles is not with ideas about death. It is with talking about it out loud. Plenty of young adults say that honest conversation about death is healthy and normal. Fewer feel comfortable having that conversation with someone in real life. That gap is our opening. When we make the first move with a calm question and no pressure, they usually step in.
So what do we do on Monday morning with all of this?
Teach the why, not just the what.
You can list options until you are blue in the face. It will not land without context. Explain why presence matters. Explain why a viewing can help people accept reality and say goodbye. Explain how a service is not a performance. It is a set of choices that shape what people will carry into the weeks after. When you root every option in purpose, Gen Z listens.
Offer hybrid communication by default.
They still appreciate sitting across the table, but they value a follow-up text that summarizes decisions and next steps. Keep emails short. Use plain subject lines. Add the link they actually need. When the administrative side is easy, they can spend their energy on the human side.
Tell the truth about cost and timing.
You will not offend them. You will calm them. Be direct about price, timelines, and what is included. Young adults have been burned by hidden fees in other parts of life. Clear pricing and a steady pace reduce anxiety for everyone at the table.
Show them the craft.
If a family is on the fence about viewing, walk them through what respectful preparation makes possible. Do not sensationalize anything. Just explain the care, the steps, and the safeguards. This generation appreciates competence and transparency. They respond to adults who take their work seriously.
Invite them into the profession.
There is real interest in funeral service among younger adults, but many say they simply do not know enough about the work. If you see a spark, name it. Offer a shadow day. Talk about what a sustainable pace looks like, not just the hard nights. We grow the pipeline by telling the truth about the purpose, the team, and the skills.
Keep the room humane.
This might be the most important point. Do not rush. Ask one question at a time. Let silence do its job. Younger adults have been sold to since they were toddlers. What they are looking for now is a steady guide who listens and helps them create something fitting. That is not a software feature. That is leadership.
A better path with Gen Z looks simple. Lead with clear teaching. Offer honest options. Invite them to take part. When we do that with patience and respect, younger adults engage, understand the purpose of ritual, and help shape services that fit their families and their town. That is how we serve well, now and in the years ahead.