“When my husband died, I was overwhelmed with emotion. There was this intense amount of fear that death would strike again—that something might happen to me or my children. I began to worry about everything, including the meaning of life.”

A young widow and mother of five, Mary (name changed for anonymity), reflects on her early experience of grief following the death of her spouse. She vividly recalls the discomfort she felt around reminders and thoughts of death, which led her to question life’s purpose.

In a world where mortality is inevitable, many individuals grapple with intense emotions, including existential crises—a period of deep reflection about one’s purpose, often triggered by events such as loss, trauma, or the awareness of mortality. These crises often lead people to seek meaning and comfort in various ways, including through the pursuit of high-status goods.

This desire to find significance in life can manifest in a range of behaviors, particularly during moments of vulnerability. Research on death and consumption using terror management theory (TMT) suggests that being aware of death affects how people behave. In response to these uncomfortable feelings, people may engage in coping strategies like purchasing luxury items or experiences for short-term emotional relief and to assert their identity and social standing in a fleeting existence.

A recent study by professors Hakan Cengiz and Joanne Cacciatore revealed that a substantial part of these expenses arises from grief-related costs, an experience particularly known as death-related status consumption (DRSC). This phenomenon includes purchasing expensive funeral items or elaborate services in an attempt to cope with their fear, honor their loved ones, or create a lasting legacy. For instance, a family grieving the death of a loved one might choose a high-end casket, along with a lavish funeral ceremony, as a way to show respect and signify the importance of the deceased.

Cengiz and Cacciatore emphasize that the context in which DRSC operates is crucial, particularly within the funeral industry. Research shows that funeral products and services represent the third-largest lifetime expense for consumers, driving a multi-billion-dollar market. However, this industry is often surrounded by controversy, with frequent critiques that corporations prioritize profit and exploit grief. From high-pressure sales to hidden fees, grieving families experiencing intense emotional distress can be overwhelmed by the subtle and overt strategies encouraging them to spend more than they can afford.

We spoke with co-author Joanne Cacciatore, a professor at Arizona State University and the founder of MISS Foundation, an international non-profit organization that helps families facing the death of a child. She states, “The emotional turmoil of those who are grieving can make it difficult for them to think clearly about the future consequences of their decisions, making them more likely to accept costly or unnecessary options that they wouldn’t normally consider.”

Cacciatore continues that though many funeral homes are family-owned and care for their clients, others–especially heavily corporatized ones–may be at higher risk of taking advantage of consumers.

Funeral corporations have been criticized for often trying to persuade people into purchasing expensive goods and services, promoting the idea that such purchases provide a sense of control amid the emotional turmoil of death. Moreover, some may exploit feelings of guilt, encouraging individuals to spend on costly items to enhance the social status of the deceased or themselves.

Mary recounts, “[My husband’s] death was very sudden and left me unprepared financially, I struggled to afford a good service. I really felt embarrassed—like I was being judged for not being able to give him a better service.”

But is the criticism of the funeral industry overstated?

Research suggests that people often turn to DRSC as a way to cope with their fears and thoughts surrounding death, potentially offering emotional relief. Cacciatore notes that whether this consumption behaviour can be considered adaptive is unclear and requires further exploration.

When asked if Mary would have done anything differently regarding her husband’s funeral, she responded, “I definitely would. When my mother died, we made sure to give her a beautiful service. It was expensive, but at least I didn’t feel ashamed, and my mom could rest peacefully.”

Despite this possibility, the main concern persists: the potential for the funeral industry to exploit customers during their emotional vulnerability. This worry arises from service providers’ failure to provide quality support for bereaved individuals during such a difficult time. By better understanding and addressing consumers’ needs while acknowledging their emotional states, funeral providers can enhance their reputation. This shift is essential for both protecting consumers and moving from a profit-driven model to a more customer-focused approach.

Cacciatore suggests, “The funeral industry would benefit from stronger regulations and improving care for vulnerable consumers during one of the most difficult times in their lives. These may include transparent pricing, detailed itemized service breakdowns to prevent hidden fees, and consistent pricing models, as well as protections against high-pressure sales tactics.”

– Shontae Cameron, Contributing Writer 

Image Credits:

Feature: Sandy Millar at Unsplash, Creative Commons

First: Carolyn Booth at Pixabay, Creative Commons

Second: Monoar Rahman Rony at Pixabay, Creative Commons