Despite how impersonal death-related brands can be, there’s a growing need for the exact opposite. As many Australians move away from institutional religion—and 10 million Aussies report having no religion (ABS 2022)—our needs and expectations around death and dying are shifting. For many, there is no longer a ritual roadmap for mourning, and brands have a far more important role to play in guiding people through the process than ever before.

That said, the industry is evolving. New options are allowing people to make end-of-life decisions that better reflect their values and ideologies.

As an alternative to burials, cremations are on the rise. One step further, aqua cremations and green burials are becoming increasingly popular as more eco-friendly solutions. Memorialising has become more tangible and personal: ashes are being infused into tattoo ink, or turned into diamonds. End-of-life doulas are playing a vital role in supporting individuals through death, and their loved ones through grief. And organisations like Death Cafe are bringing communities together over coffee and cake to openly discuss death and dying.