Moving from “The Way Dad Did It” to “This Is How I Do It”
In funeral service, many of us grew up immersed in the business—learning from our parents or grandparents who laid the foundation for the success we continue to build on today. We watched how they handled everything, from comforting grieving families to running the business. For some, there’s a sense of responsibility to keep everything exactly the way they did it. But here’s the thing—our industry has changed, and so have we.
It’s not about replacing the legacy left by previous generations; it’s about owning the torch you’ve been passed and making your own mark on the business.
Evolving Industry, Evolving Expectations
When our fathers or grandfathers opened the doors, the funeral landscape looked very different. Full-service funerals were the norm. The idea of a cremation-only service might have seemed like a radical departure from tradition. But today, cremation rates are soaring, and more families are choosing to celebrate their loved ones in nontraditional ways.
As business owners in the modern funeral industry, it’s up to us to adapt to these changing demographics. How we approach this shift says a lot about our leadership and vision for the future. Holding on to every practice from the past could hold us back, but acknowledging the difference between “the way dad did it” and “the way I do it” is where growth happens.
The Value of Embracing Change
Change is good, especially when it’s backed by intention. The challenge for generational owners is navigating that change without losing the essence of what made the family business special. Yes, your father likely had a tremendous impact on the community and built a reputation for compassionate service—but so can you, in your own way.
You have a perspective that your father didn’t. You grew up with a front-row seat to how the industry has shifted over time. Maybe you’ve noticed that younger families are less interested in traditional services and more in creative ways to honor their loved ones. Or perhaps you’ve seen how social media, online reviews, and digital marketing are becoming the new word-of-mouth in an increasingly competitive landscape.
These insights are invaluable because they allow you to create services and experiences tailored to today’s families.
Standing Out from the Competition
Competition in our field is fiercer than ever. With online only providers, new funeral homes popping up, and even DIY funeral planning options, the traditional funeral home can no longer rely on its reputation alone. It’s time to show your community that you’re not only carrying on the family legacy but also offering something relevant to today’s needs.
The strength of a generational business lies in its ability to innovate without forgetting where it came from. When you stop and think about it, every new generation has brought something different to the business. Your father made changes that suited his time, just as you’re making changes to suit yours.
Owning Your Leadership Style
The most successful generational owners I know aren’t trying to be carbon copies of their parents. They’ve taken the core values—integrity, service, and care—that built the foundation of the business and layered on their own vision for the future.
Maybe for you, that means investing in new technology or creating green burial options. Maybe it’s about offering more personalized services or expanding your community outreach efforts. Whatever it looks like, owning your unique leadership style will only strengthen the legacy you’re already a part of.
After all, the best way to honor what your family built is to continue growing it in a way that’s authentically you.