Death has come for D2C companies.
Well, actually, I guess it’s the other way around.
A growing number of startups are looking to shake up — you guessed it — the death industry, specifically cremation.
The rate of cremation in North America is exploding, and it will probably be chosen in more than 60% of deaths in the next 3 years, according to the NY Times.
The thinking is, as millennials and Gen Zers start to make more funeral decisions, they'll expect a digital experience that's as seamless as buying, say, a new mattress or a bottle of laundry detergent.
Read that last para again to let this sink in.
Two former Nike marketers are even throwing their hats in the ring, pivoting from sneakers to custom urns.
Will this trend take off? We’ll see — but D2C certainly ain’t easy.
And now, on a livelier note, the research.