Drawing folks from all over the world, the National Funeral Directors Association is holding its annual meeting this week at the Austin Convention Center.
"We're in a death-denying society. We do not talk about it,” Kurt Soffe with the National Funeral Directors Association said. “We spend millions and millions of dollars trying to prevent it."
But death is inevitable—and it's a big business.
"It's one thing that is a guarantee,” Soffe said. “We all one day will have to face that one particular part of life and that is the death."
These days the industry is changing. Growing in popularity are green funerals with biodegradable urns and caskets.
One of the newest trends in funerals is highly personalized caskets. One company will take personal photos and cover your casket with them.
But perhaps the biggest business shift is happening well above ground.
"It's all about getting found online,” Rochelle Rietow with Funeral One said. “That's what 97 percent of families are doing, so you need to make sure your funeral home is there."
The convention also features displays of what future funerals might be like. One showed a balloon which would carry cremated remains high in the atmosphere for release.
Another would let nature do the work by covering the body with fungi spores.
The funeral service industry in the U.S. is a $16 billion a year industry.
The National Funeral Directors Association convention wraps up on Wednesday.