By Mylena Cooper, Second Vice President of FIAT-IFTA, CEO of The Diamond and the Vaticano Group, Brazil

As Second Vice President of FIAT-IFTA and CEO of the Vaticano Group - renowned in Brazil for its innovations in the funeral sector - I have had the privilege of spending the last 22 years traveling the world on technical visits and participating in numerous international exhibitions and congresses. These experiences have given me a unique perspective on the evolution of the funeral industry, highlighting the importance of blending tradition and innovation to meet the changing needs of families.

Three main challenges ahead

One of the main challenges is sustainability. The growing demand for eco-friendly funeral practices, such as green burials and the reduction of chemical use in embalming, requires industry adaptation. Furthermore, urbanization leads to a shortage of traditional burial spaces, encouraging the development of vertical cemeteries and cremation. Another challenge is meeting the emotional needs of grieving families in an increasingly digital world, balancing technology with human-centred approaches.

Trends to watch

Several trends are reshaping the global industry:

• Green Funerals: The adoption of biodegradable urns, forest burials, and reduced use of formaldehyde reflects rising environmental awareness.
• Digital Transformation: Online funeral planning and live streamed ceremonies are becoming more common, allowing families to participate from anywhere.
  Technological Integration: Artificial intelligence and virtual reality offer innovative ways to personalize ceremonies, for example, mapped projections and holograms can create immersive and meaningful tributes.
• Inclusive Support Systems: Funerals are increasingly emphasizing community and emotional support, with spaces for grieving children, pet memorial services, and active presence on social media for continuous care.

Strategic investments to be made

Investing in technology and sustainability is essential. Companies should develop digital platforms for funeral planning and grief support while integrating eco-friendly practices into their services. Creating multifunctional spaces based on neuroarchitecture principles can provide a comforting environment for families. Tools such as aromatherapy, therapeutic sound frequencies, and immersive chapel projections can enhance the funeral experience.

Evolving family needs to consider

Today’s families seek meaningful, personalized ceremonies that honour their loved ones in ways that reflect their values. Shorter but more intense ceremonies, custom tributes, and inclusive spaces welcoming children and pets are increasingly in demand. Supporting grieving families now requires not only traditional services but also ongoing community engagement through human and pet support groups.

International influences on Europe

Global innovations in digital and eco-friendly practices are significantly influencing Europe. The rise of artificial intelligence in the funeral industry, such as AI-generated tributes and digital memorials, is setting new precedents. Similarly, the growing adoption of pet memorial services and cremation-adapted spaces in countries like the United States and Brazil may inspire European markets to explore similar offerings.

The funeral industry stands at a crossroads where tradition meets innovation. As professionals, our mission is to ensure that families feel supported, comforted, and empowered to honour their loved ones in ways that reflect their values. By embracing sustainability, technology, and emotional inclusivity, we can create a future in which every life is celebrated meaningfully and every farewell becomes a tribute to love and legacy.