8 May 2026
15:00
TANEXPO Plaza
English
A Fresh Look at the Funeral Consumer (And Why Gen Z Might Be Your Biggest Fans!)
Consumer perceptions about funeral service, death and dying are shifting and the generational differences in what Baby Boomers, Gen X, Millennials and Gen Z want at the end of life may surprise you! Learn about some new research and key takeaways about how the funeral profession can adapt as younger generations become the funeral planning decision makers.
Learning Objectives:
Learning Objectives:
- Understand Generational Differences in Funeral Preferences: Participants will be able to identify how Baby Boomers, Gen X, Millennials and Gen Z differ in their attitudes toward funerals, death and memorialization, including preferences for cremation, burial, viewing and service personalization.
- Apply Research Insights to Connect with Younger Generations: Participants will be able to use NFDA’s generational research to recognize how perceptions of funeral directors and services vary by age group and apply strategies for engaging Millennials and Gen Z, who increasingly influence funeral planning decisions.
- Develop Practical Approaches to Adapt Funeral Services for the Future: Participants will be able to translate key research findings into actionable steps - such as enhancing community outreach, fostering conversations about death and tailoring arrangement conferences - that strengthen trust and relevance across all generations, particularly Gen Z.
Anna Bernfeld
NFDA Senior Vice President of Member Relations
Anna Bernfeld, CAE, is the Senior Vice President of Member Relations and has over 25 years experience in association management.
Anna’s professional experience has been the Sr. VP of Member Relations for NFDA (1997-present). She achieved the CAE (Certified Association Executive) designation in 2009. She also served as the Executive Director of the Funeral and Memorial Information Council (FAMIC, 2010-2015). As the FAMIC Executive Director, she coordinated the launch of an unprecedented, “Have the Talk of a LifetimeTM” public education campaign.
She has presented at the state and national association meetings in the U.S. as well as the Asia Funeral Expo in Hong Kong and Tanexpo in Italy.
Anna’s professional experience has been the Sr. VP of Member Relations for NFDA (1997-present). She achieved the CAE (Certified Association Executive) designation in 2009. She also served as the Executive Director of the Funeral and Memorial Information Council (FAMIC, 2010-2015). As the FAMIC Executive Director, she coordinated the launch of an unprecedented, “Have the Talk of a LifetimeTM” public education campaign.
She has presented at the state and national association meetings in the U.S. as well as the Asia Funeral Expo in Hong Kong and Tanexpo in Italy.
Christine Pepper
NFDA Chief Executive Officer
Christine Pepper became the National Funeral Directors Association (NFDA) chief executive officer on December 21, 2001. She began her career with NFDA in January 1986 as the director of finance & operations and then held the position of controller. After nine successful years in those positions, she was promoted to assistant executive director in August 1995. She assumed the role of acting executive director in 2001. She is the first woman to hold the position of NFDA CEO.
Christine is dedicated to supporting members in their mission to provide families with meaningful end-of-life services at the highest levels of excellence and integrity.
She speaks on a variety of issues in funeral service all over the world.
She has presented numerous times in the U.S, at FIAT-IFTA meetings, NAFD Conference, ALPAR Conference, Funeral Service Association of Canada convention, China Funeral Association, St. Peter’s Chapel in the Philippines and Asia Funeral Expo in Hong Kong.
Christine is dedicated to supporting members in their mission to provide families with meaningful end-of-life services at the highest levels of excellence and integrity.
She speaks on a variety of issues in funeral service all over the world.
She has presented numerous times in the U.S, at FIAT-IFTA meetings, NAFD Conference, ALPAR Conference, Funeral Service Association of Canada convention, China Funeral Association, St. Peter’s Chapel in the Philippines and Asia Funeral Expo in Hong Kong.
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