Reinventing with Purpose: Understanding the Changing Needs of Canadian Consumers; 3rd Edition, Consumer Sentiments Towards End-of-Life Planning

This session explores funeral service through the full continuum of care: pre-need, at-need, post-need, and cemetery—grounded in the latest consumer research from GFD. By bringing together research, practitioner, cemetery, and post-service perspectives, the discussion examines how societal expectations around death are changing, what families are actually asking for at each stage, and where gaps in understanding and support persist. A central theme is that across all stages, families often “don’t know what they don’t know,” creating confusion, stress, and missed opportunities for guidance. The session’s goal is to help funeral professionals better understand the connected family experience beyond individual transactions, and to consider how education, continuity, and care can evolve across the entire journey.

Eligible for the following credits:

• BC – 1 FD
• SK – 1 FD
• MB – 1 FD
• ON – 1 FD
• NS – 1 FD
• NB – 1 FD
• NFLD – 1 FD
• PEI – 1 FD