How new generations are redefining our relationship with death
Introduction
For decades, death remained confined to silence. A social taboo spoken of in hushed tones, surrounded by rigid conventions and immutable rituals. But something has changed. Millennials and Generation Z approach death with a radically different mindset: more open, more personalised, more connected.
These new generations are redefining our relationship with death by challenging established norms. They speak openly about grief on social media, favour personalised ceremonies over standardised traditions, and integrate their environmental concerns even into the choice of their funerals. This evolution in the perception of death is not a generational whim, but a profound shift in our collective values.
The figures confirm this: demand for funeral alternatives is increasing, digital solutions are multiplying, and financial accessibility is becoming a determining criterion. This transformation directly challenges the traditional funeral sector, forced to adapt or disappear. How are generations and death reconciling in modern society? What new rituals are emerging? And above all, what do these changes reveal about our society?
📌 Summary (TL;DR)
Millennials and Generation Z are radically transforming funeral practices by favouring authenticity, personalisation and transparency. Between digitalisation of grief, environmental awareness and financial accessibility, these generations are breaking the taboo of death and imposing new standards. The traditional funeral sector must adapt to these expectations to remain relevant in the face of a society that is reinventing its farewell rituals.
📚 Table of contents
- The figures that speak: what do the studies say?
- From taboo to conversation: death emerges from the shadows
- Personalisation rather than tradition
- Environmental urgency invites itself to funerals
- Digital as an extension of memory
- Financial accessibility as a priority
- Advance planning: a pragmatic approach
- Impact on the funeral sector: adapt or disappear
The figures that speak: what do the studies say?
Recent data reveals a profound change in the relationship with death across generations. A 2023 American study shows that 64% of millennials are open to digital funerals, compared to only 23% of baby boomers.
Gen Z goes even further: 71% favour personalised ceremonies rather than traditional rites. This generation also approaches end-of-life planning differently: 42% of 25-35 year-olds have already discussed their funeral wishes with loved ones, compared to 18% of those over 60.
The figures also show a marked preference for pricing transparency. 78% of new generations actively search for prices online before contacting a funeral director, thus transforming expectations in the funeral sector.
From taboo to conversation: death emerges from the shadows
Younger generations are breaking the silence that traditionally surrounded death. On social media, podcasts like "Death, Sex & Money" or "The Death Positive Movement" have millions of listeners.
This "death positive" movement encourages open discussion about death to better come to terms with it. Millennials and Gen Z share their experiences of grief on Instagram, TikTok or YouTube, creating a new, more transparent culture of remembrance.
This demystification does not signify a lack of respect. On the contrary, it allows death to be approached in a healthier and more pragmatic way. Family conversations about end-of-life wishes become normal, reducing the stress on loved ones when a death occurs.
This evolution of funeral rites reflects a profound societal change.
Social media as a space for grief
Digital platforms have become spaces for remembrance in their own right. Facebook offers memorialised profiles, allowing loved ones to continue sharing memories and messages.
Instagram sees accounts dedicated to the memory of deceased individuals flourishing. These digital spaces offer immediate community support, accessible 24/7, particularly valuable for young people in mourning.
Online memorials also allow scattered photos, anecdotes and testimonials to be gathered together. This form of collective commemoration creates a living digital legacy, constantly enriched by the community. New generations find in it a natural complement to traditional rituals.
Personalisation rather than tradition
Standardised ceremonies are giving way to bespoke celebrations. New generations want funerals that truly reflect the personality of the deceased.
Concretely, this translates into personalised Spotify playlists rather than classic religious hymns. Ceremonies in meaningful locations: a park, a beach, a music studio. Casual dress codes sometimes replace traditional black.
Some families organise "celebrations of life" rather than solemn burials. Funny anecdotes are shared, photos are projected, the deceased's favourite dishes are served. Authenticity takes precedence over protocol.
This quest for personalisation is part of a long history of funeral rites in constant evolution.
Environmental urgency invites itself to funerals
The environmental awareness of younger generations is transforming their funeral choices. 68% of millennials favour ecological options, according to a 2023 European study.
Cremation is gaining popularity over traditional burial, perceived as more space-consuming. Biodegradable coffins made of cardboard, wicker or mushroom are gradually replacing varnished wooden models.
Aquamation (or water cremation) appeals due to its reduced carbon footprint. Cremation forests, where ashes nourish a tree, are experiencing growing success. These choices reflect ecological values lived on a daily basis.
These technological innovations respond to new generational expectations.
From ecological funerals to green alternatives
Concrete options are multiplying for environmentally respectful funerals. Human composting, which transforms the body into compost, is legal in certain countries and is generating growing interest.
Memorial trees allow a tree to be planted with the deceased's ashes, creating a living place of remembrance. Some companies even offer to transform ashes into coral reefs, contributing to marine regeneration.
These alternatives reflect a rejection of traditional funeral consumerism. New generations reject luxurious coffins and imposing monuments in favour of simple, dignified and ecological solutions. The legacy becomes environmental as much as memorial.
Digital as an extension of memory
Digital tools are redefining the way we preserve the memory of the deceased. Online memorial pages allow photos, testimonials and anecdotes to be gathered in a single space accessible to all.
QR codes engraved on gravestones link to digital archives: videos, audio recordings, interactive family trees. This technology creates a bridge between the physical and the digital.
Platforms like Wolky offer dedicated spaces (Memories) where the community can continue to enrich the memory of the deceased. These digital archives survive time and geographical distance.
This transformation is part of future funeral trends, where digital becomes central.
Financial accessibility as a priority
New generations face expensive traditional funerals, often between 5,000 and 15,000 CHF. This financial reality pushes towards more affordable and transparent alternatives.
The search for pricing transparency becomes a priority. Online platforms allow prices and services to be compared without commercial pressure. This direct approach appeals to digital natives.
Obituaries illustrate this evolution: publishing online costs 180 CHF compared to 800 to 2,000 CHF in traditional press. This accessibility allows dignified notification without burdening the family budget. New generations favour efficiency and value for money.
Advance planning: a pragmatic approach
Millennials and Gen Z approach planning their own funerals with surprising pragmatism. They consider this step as an act of responsibility towards their loved ones.
Digital wills are becoming mainstream: instructions for online accounts, access to passwords, detailed funeral wishes. These documents facilitate procedures when death occurs.
Advance directives are gaining popularity among young adults. They openly discuss their wishes with their family, thus avoiding difficult decisions during bereavement.
This approach contrasts with previous generations who avoided these conversations. New generations see it as a form of kindness and control over their own end of life.
Impact on the funeral sector: adapt or disappear
These generational changes are forcing the funeral industry to completely reinvent itself. Traditional funeral directors must digitalise their services or risk obsolescence.
Pricing transparency becomes essential. Websites must clearly display prices, options and timescales. Flexibility too: offering modular packages rather than rigid bundles.
Platforms like Wolky play a key role in this transformation. They offer the digital infrastructure that new generations expect: rapid publication of obituaries, memorial pages, accessible funeral director directory.
The sector must also integrate environmental concerns and offer green alternatives. This cultural evolution is redefining expectations and funeral practices for decades to come.
New generations are radically transforming our relationship with death. They are bringing it out of silence, addressing it openly on social media and favouring authenticity over the rigidity of conventions. Their funerals reflect their values: personalisation, environmental awareness, financial accessibility and transparency. Digital becomes a natural space for memory and remembrance, extending remembrance beyond traditional ceremonies.
This evolution is pushing the funeral sector to reinvent itself. Those who can adapt to these new expectations, by offering flexible, affordable and environmentally respectful solutions, will build the funeral services of tomorrow.
Wolky is part of this transformation by offering a modern and accessible platform to publish an obituary online for 180 CHF, create memorial pages and share the memory of your loved ones with dignity. Because honouring a loved one should never be inaccessible.
