What the 2025 Generational Study Is Really Telling Us

Every few years, a study confirms what we feel in our gut while sitting with families. The 2025 generational research did that for me. People still believe in the value of funerals. They still see funeral directors as guides. What is changing is how different generations want that value delivered.

Here is what stood out, and how we can respond.

1. Younger generations are not anti-funeral.
   Millennials and Gen Z are open to rethinking the format, yet they still want meaning. Lead as educators and collaborators. Start with “Here is what is possible,” not “Here is how we have always done it.”
   

2. Talking about death is normal to many, doing it is still hard.
   Most say conversation is healthy. Fewer feel comfortable having it. Lower the temperature with plain-spoken guidance. Host a simple “Let’s Talk” evening. Give staff a few empathetic phrases that make it easy to begin.
   

3. Preferences are diverging, not collapsing.
   Some want traditional burial and familiar ritual. Others want cremation with a community feel. Build flexible playbooks so “traditional and thoughtful” is as easy as “creative and participatory.”
   

4. Presence matters as much as product.
   People respond to the human being in front of them. They want clear options at a humane pace. Train your first-touch team with the same care you train arrangers. The greeting sets the tone for everything that follows.
   

5. Personalization is guidance, not glitter.
   It is more than a slideshow. Ask better questions. What should people feel when they leave. Who needs a moment and why. What one detail will honor this person’s character.
   

6. Viewing the body remains a key decision point.
   Many do not consider viewing essential. Teach gently and clearly. Presence can help people accept reality and say goodbye. Respect when a family chooses otherwise. Hold space for both conviction and choice.
   

7. Gen Z brings respect for what we do.
   Younger adults value guidance and authenticity. They notice clear communication and a well-kept building. Invite them into planning. Show them the craft and the heart of the work.
   

8. Transparency earns trust across every age.
   No one enjoys guessing. Clear pricing, honest timelines, and straightforward language reduce anxiety and protect staff. If a family can understand a package in two minutes, you are doing it right.
   

9. The career pipeline is a culture issue.
   Interest exists, hesitations remain. Model a healthy pace. Mentor well. Let students shadow. Celebrate embalmers and arrangers in public. Show that the work is purposeful and sustainable.
   

10. Put the data to work on Monday.
    Pick one adjustment for each generation. For Boomers, clear printed outlines and a pen. For Gen X, streamline the decision flow. For Millennials, widen participation. For Gen Z, explain the why and communicate in short, precise bursts. Measure what helps and keep refining.
    

The headline is hopeful. Families across ages still believe a well led service matters. Our task is simple and steady. Listen. Teach. Design something fitting for this family, in this town, at this moment.