By Juan Rodríguez García, CEO Grupo Gayosso, México
 

In a world of shifting perceptions and digital noise, the funeral industry stands at a crossroads. We are no longer defined only by what we do quietly behind closed doors. Society now demands transparency, accountability, and a clear articulation of our value. As funeral professionals, we must rise to meet that demand.

One of the greatest strengths of our global profession lies in the institutions that represent us. Organizations like the National Funeral Directors Association, numerous local associations in each country, and of course, FIAT-IFTA, play a critical role as educational and communicative hubs. These institutions help unify our voice and ensure the consistent elevation of standards across borders.

In my view, if we do not speak about ourselves - our work, our values, our commitment - others will do it for us. And often, they will do so without knowledge, empathy, or fairness. It is therefore not only desirable but necessary that experienced professionals with credibility, knowledge, and a sense of duty explain who we are and what we do. Silence is no longer a viable option.

Education is central to defining what a true funeral industry specialist is today. A real professional must go beyond operational competence. They must understand grief psychology, logistics, ethics, business administration, legal compliance, and increasingly, communication. At Grupo Gayosso, we have taken a proactive role in this transformation by creating the International Academy for Advanced Funeral Leadership, in collaboration with the Tecnológico de Monterrey, one of Latin America’s top-ranked universities (ranked #4 in Latin America and consistently in the global Top 200 by QS). This initiative not only offers cutting-edge knowledge but also raises the standard of leadership expected in our industry.

Yet, as we train professionals to lead with excellence, we must also safeguard our space. The entry of unqualified actors, whether in the form of opportunistic entrepreneurs or superficial influencers, risks undermining decades of effort and trust. Social media funeral influencers are a double-edged sword: while some contribute positively, others trivialize or misrepresent our work. Can a true funeral professional also be a digital influencer? Perhaps yes, but only if their digital presence upholds the same dignity, truth, and service mindset that the profession demands in real life.

Ultimately, what defines a funeral specialist is not just what they know, but how they act: with compassion, rigor, and responsibility. We are custodians of one of society’s most sacred moments. Our mission is to professionalize, humanize, and explain. And now, more than ever, to speak.

More inspiring articles on what defines a funeral industry specialist today and whether funeral professionals can, and should, become digital influencers you will find in THANOS magazine 3/2025