There is clearly an appetite for more intimate and expressive ways of experiencing death that reflect who we are and what we value in life. As our needs and desires continue to shift, we’ll require more from the category beyond condolences.

So, what if brands in this space actually went beyond facilitating ‘a long goodbye’ to guiding people through the impact of loss, and supporting them as they confront their own mortality? What would it mean for the category, and our culture, if end-of-life brands helped us come to terms with dying, normalised conversations around death, and ultimately encouraged us to prepare for it?