Aware of hidden agendas, people no longer believe in the possibility of absolute truth or complete transparency from institutions, public figures, and individuals. Yet they are still drawn to honesty, integrity, and – at times – even vulnerability, which they expect from peers and brands alike.

The conventional roster of life milestones is under review. Having kids in your 30s is no longer a given, if kids are part of the plan at all. Career progression is non-linear. Older Adults are finding new forms of independence. And Gen Z are embracing a more fluid definition of home.

With daily coronavirus death counts the norm in 2020, the world became accustomed to thinking about death on a regular basis. In Germany, which has a historically gloomy relationship with death, this has led to a big cultural shift, inspiring people to confront and personalise death rituals.

Lockdown impacted the way people think about death rituals, with a greater proximity to mortality and more cultural discussion about death generating new attitudes to dying, grief, and mourning. In response, start-up Youlo helps people create ‘digital tombstones’ to leave behind for their loved ones.

After decades of stagnation, Britain’s death industry is in flux. Fuelled by a decline in religious beliefs, heightened costs, and more digitally-savvy consumers than ever, people are shunning traditional services. How are changing attitudes among the living impacting approaches to death?

As mortality rates rose in 2020, lockdown measures forced people around the world to mourn their loved ones via social media and video calls. Yet while some may have felt this hindered their ability to process their loss, why might digital grieving remain commonplace post-pandemic?