The current environment reminds me a lot of the months immediately following 9/11. Everything ground to a halt while businesses and consumers tried to understand the new world we lived in. It took months, if not years, before things returned to “normal”.
Come to think of it, the same thing happened when Covid-19 first emerged in February and March of 2020. Everything shut down, we were locked in at home, and we all tried to understand the new world.
As a funeral home owner, it’s important for you to understand how the current political and economic climate might be shaping your families’ purchasing decisions and what you can do to adapt.
Economic Anxiety Leads to Cost-Conscious Decisions
During times of political instability, economic concerns often take center stage. Inflation, market fluctuations, and fears of job loss can make families more price-sensitive. Many will prioritize affordability, opting for direct cremations or simpler services rather than traditional, full-service funerals. Pre-need sales may also slow as families hesitate to make long-term financial commitments in an unpredictable economic environment.
What You Can Do:
- Offer clear, transparent pricing with flexible payment options and post it on your website.
- Emphasize the value of your services, not just the cost.
- Promote pre-need plans as a way to lock in today’s prices and provide peace of mind.
Shifts in Cultural and Religious Preferences
Political and social tensions often influence cultural attitudes, including end-of-life traditions. Some families may lean toward more personalized, non-traditional services, while others may seek comfort in religious rituals. The key is you have to be prepared to serve both groups or they will go elsewhere.
What You Can Do:
- Offer diverse service options that align with changing preferences.
- Educate families about eco-friendly and customizable funeral choices.
- Maintain a neutral and welcoming environment for all clients.
Trust and Reputation Matter More Than Ever
In an era of misinformation and heightened distrust, families want to work with businesses they feel are honest and reliable. Any perception of political bias in your marketing or customer interactions could alienate potential clients.
What You Can Do:
- Maintain a professional, neutral stance in public communications. Now is not the time to make your personal views known by posting them on Facebook.
- Strengthen community engagement to build trust.
- Focus on compassionate, service-driven messaging rather than the sales-driven tactics often pushed by pre-need companies.
By recognizing how instability influences consumer behavior, your funeral home can adapt to meet families’ evolving needs while maintaining strong relationships and financial stability.
Until next time
John
