BOOMER SHAKE UP FUNERAL INDUSTRY

Compared to some industries, funeral homes face a positive outlook. While more people are eschewing formal funeral rituals in favour of alternative "celebrations of life," the sector is finally about to reap the benefits of ageing Boomers, who have always spent top dollar on themselves (especially when it lets them proclaim their individuality). I predict they'll happily shell out for glossy send-offs that celebrate their lives in style, for the next 30 years.

Today, sales people in all industries are trying to position themselves as trusted advisors. Insurance agents, financial planners and sellers of computer systems all want to be known for their ability to provide valuable counsel. But funeral professionals are already recognized experts. They provide a clear mind and strong shoulder for mourning families. And this is their moment to step up.

Funeral homes, like many other old-line businesses, need to prove they're willing to change. Many are already evolving. I met funeral directors who bedeck their halls with golf equipment or fishing rods to reflect the interests of the dearly departed, while others hired Elvis impersonators and installed state-of -the-art sound systems. Some even obtained liquor licenses so they can serve wine at post-funeral receptions. Trouble is, many don't look changed. Their hushed, velvety rooms haven't changed since the 1940s and personnel still practice the funeral director's pose (hands clasped, lowered head) -- caught between the formality of the Second World War survivors and the free spirits of the Me Generation. Funeral homes have to learn to market their new sensibilities, or Boomer families won't even consider buying from them.

Source: Calgary Herald