To fully unpack the process of death and dying, we need the space and support to explore our relationship with life, and the end of it, free of judgement. There is nothing like contemplating dying to send you into an existential spiral — but what if, like Willed and Tomorrow, brands were there to help us through it?
- What if we repositioned end-of-life planning from an afterthought to something that could improve our quality of life?
- How could brands provide a shared language and space to talk openly and freely about our fears and needs?
- And what if they showed us how to grapple with the messy, irrational, emotional and universal experience of grief?
Brands could provide us with the tools and space to contemplate how we want to be remembered, and give us some autonomy in the end. And while brand and branding isn’t going to help us avoid the inevitable, perhaps it can give us the death we deserve—one that ultimately enhances our lives.
For now, my only request is that you don’t play ‘Overkill’ at my funeral.