I
believe that funeral services are in
the business of people, of life; and
death is an intrinsic part of life. It will
surround people during their lives and
to be able to offer a comprehensive
service for families we need to adapt
and find new and creative ways for
our modus operandi. It is not a matter
of ceasing to be what we are, it is a
matter of naturally expanding what
we are and what we do.
We can and should be more present in certain
avenues of life, such as health and peace of mind
(buying funeral preneed or funeral insurance is
part of the latter), and of course, also the needs
of dignified services when life comes to an end.
On the basis that the composition of the family
as the primary social nucleus to be protected
is changing, is being configured in different
ways and clearly pets have become part of it,
we cannot ignore this reality and we must adapt
our portfolio of offerings if we want to remain
the solution for all members of a family.
I will try to explain my experience and why
in Gayosso, we invested in developing the
business of pet provision and operation from
two different aspects:
• As a value contribution for families and
natural diversification of the human funeral
operation.
• And as an approach to care for pets through
the use of (veterinarian) foresight in their lives
to extend or improve the lives of our human
preneed clients.
History
The practice of developing funeral rites for
companion animals dates back thousands
of years. It represents an ancient emotional
connection and value placed on pets by their
human owners. One of the earliest known
examples of this type of custom is found in the
bond between humans and dogs.
Archaeological sites have revealed that some of
the oldest pet burials date back more than 14,000
years. For example, a dog burial discovered in
Oberkassel, Germany, is approximately 14,000
years old. This site suggests that humans
maintained
an
intimate
relationship
with
their dogs, even to the point of burying them
ceremoniously after their death.
Other examples include remains of dogs buried
alongside humans in tombs dating back to
the Neolithic period, evidencing not only the
existence of a special bond between humans
and dogs but also a consideration of the
animal as an important part of human life and
deserving of burial rites.
Moreover, in ancient Egypt, where reverence
for animals was highly pronounced, pets were
often mummified and buried with their owners
or in dedicated necropolises. Cats, dogs, and
other domestic animals received this treatment,
indicating the belief that there was a bond
beyond death, and the desire that these animals
could accompany their owners in the afterlife.
These findings demonstrate that pet burial
rites represent a significant and ancient
cultural practice, reflecting the deep connection
between humans and their companion animals
throughout history, a connection that deserves
a dignified farewell.
Benefits of pets in the final years of
a person’s life
Having a pet can bring numerous advantages
for the mental, emotional and physical health
of the elderly. Not only as a solution for the
terrible unwanted loneliness or as a bridge to
socialize but also in:
Mental health:
• Reduction of stress and anxiety: Interacting
with a pet can increase levels of feel-good
hormones, such as oxytocin, and decrease the
production of stress hormones.
• Fights depression: The companionship of a
pet can provide comfort, mitigate loneliness
and offer a sense of purpose in life, thus
alleviating symptoms of depression.
• Cognitive stimulation: Caring for a pet can
keep seniors mentally active, which is vital to
delaying or preventing cognitive decline.
Emotional health:
• Sense
of
companionship:
Pets
provide
valuable companionship, helping their owners
feel less lonely.
• Increased happiness: Interactions with pets
can increase dopamine and serotonin levels,
contributing to feelings of happiness and
well-being.
• Improved social relationships: Having a pet
often leads to increased social interaction,
THANOS MAGAZINE | No. 107 – AUTUMN 2024
27
STRATEGY & MARKETING