The document discusses how funeral businesses need to modernize their look and offerings to remain relevant and attractive to customers. It notes that traditional mahogany and brass styles are falling out of favor as customers increasingly demand natural burials, cremation, and eco-friendly options. The document argues that relying only on tradition will not be sufficient, as customers now research and buy online, demand individual choice, and are less interested in Victorian-style funerals. It suggests funeral directors should ensure they can meet the needs of a tech-savvy, eco-conscious customer base.