Think about receiving a birthday present from a deceased pal or relative. Not one thing bequeathed in a will or left within the care of a dwelling acquaintance till the suitable time, however relatively a present present, not too long ago purchased.
It sounds just like the premise of a supernatural film, nevertheless it’s truly an rising pattern on the earth of commerce. Dubbed “post-death consumerism”, it entails the act of purchasing from past the grave, facilitated not by hocus-pocus, however know-how. And whereas it sounds decidedly “on the market”, shoppers are intrigued.
This perception emerged from VML’s annual “Future Shopper Report” for 2024-2025. Researchers surveyed 31,500 customers throughout 20 international locations, together with South Africa. To qualify respondents needed to have shopped on-line a minimum of as soon as within the previous month.
Along with quite a few questions on present purchasing developments and behavior, respondents had been requested about the way forward for retail — together with whether or not they could be fascinated with spending from past the grave. Globally, 47% of respondents had been eager. However the idea proved much more intriguing for South African respondents, with 51% indicating they might have an interest. (The very best curiosity got here from Thailand (74%) and India (70%).)
At first look, the notion of post-death consumerism could seem purely weird. However there’s humanity behind the weirdness.
Take into account, for instance, a dad or mum who passes away, leaving younger youngsters behind. Think about they might guarantee their youngsters would proceed to obtain a birthday present from them even after they handed. One thing private and so “them” that they might have chosen it themselves had they been there — purchased utilizing their very own cash and chosen based mostly on information collected about their purchasing habits and persona whereas they had been alive.
This concept of bestowing not only a legacy, however a connection to the family members you permit behind is an interesting prospect to some.
In fact, all of that is attention-grabbing in an summary, philosophical manner, however is it truly possible? The brief reply: sure. Put up-death consumerism ties into the broader pattern of “grief tech” — a rising area that explores methods to leverage know-how like AI to take care of a reference to family members who’ve handed on.
