Personalization, social media and new rituals. NECROEXPO on global trends in the funeral market

29 May 2026

How are the expectations of families arranging the farewell of loved ones changing? What role do social media, personalisation of services and changing approaches to grief play today? Emilia Mandes, Member of the Board of the Polish Humanist Celebrants Association, spoke about the most important global trends in the funeral market during the NECROEXPO trade fair.

One of the most important directions of development in the industry is the personalisation of ceremonies. More and more families expect farewells that reflect the life, passions and values of the deceased. Individual elements appear in ceremonies, such as favourite music, photographs, personal memories, and symbolic keepsakes.

– Humanist ceremonies do not have a single script. Each is created in cooperation with the family and loved ones of the deceased, which is why no two farewells are the same, Emilia Mandes emphasised.

The expert also highlighted the ongoing digitalisation of the customer journey. Younger generations are increasingly starting their search for funeral services online and on social media, and only then contacting the company directly

The presentation also touched on social changes affecting the industry. More and more people are experiencing the death of loved ones outside the family home, and traditional mourning communities and rituals are gradually weakening. As a result, the importance of celebrants and people supporting families in the farewell process is growing.

The issues discussed also included changes in the religiosity of Poles, the growing role of women in the funeral industry, and global trends indicating that the future of the market will be based on three pillars: personalisation, digitisation, and emotional support for families.

The speech was one of the highlights of the NECROEXPO trade fair program, during which experts from Poland and abroad shared their knowledge on the development directions of the contemporary funeral industry.

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Personalization, social media and new rituals. NECROEXPO on global trends in the funeral market

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