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George & John - Fortitude Research & Marketing
Adapting to Change – How Shifting Customer Needs are Reshaping the U.S. Funeral Industry
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George
With more than 25 years of experience in high performance environments, George is an expert at recognising and defining problems, identifying information solutions, and implementing effective programmes to generate revenue and improve profitability.
Prior to co-founding Fortitude, George served as a Managing Director for Service Corporation International, the world’s largest funeral home and cemetery operator, helping them measure location performance and improve operations. George spent more than a decade at market intelligence leader J.D. Power, the father of the modern customer satisfaction model, leading some of their highest profile studies.
George completed his MBA from Graziadio School at Pepperdine University and currently serves as a Visiting Professor at California Lutheran University’s School of Management.
John
Experienced sales, marketing, and merchandising strategist with a specialist focus on the funeral profession. He is Managing Director of Fortitude Research & Marketing Ltd. in the UK, and Senior Vice-President of Global Business Development.
John partners with funeral businesses across in the UK, Ireland, North America and Australia to deliver data-driven solutions that support growth and resilience in a changing industry landscape. His work blends consumer insights with practical strategy, helping clients improve consumer experiences, enhance revenue, improve merchandising, and implement innovative marketing approaches.
John holds an MSc in International Business from Trinity College in Dublin and has completed executive education programmes at IMD in Switzerland and Babson College in Boston.
Session Spotlight: Adapting to Change – How Shifting Customer Needs are Reshaping the U.S. Funeral Industry
The needs, values, and expectations of consumers are evolving and the funeral profession must evolve with them. In this session, George Owens and John Finlay of Fortitude Insights will take members through the major trends driving change in the funeral profession, from the impact of technology and cultural shifts to the emergence of new customer demands. They will examine how these forces are challenging traditional business models and offering new opportunities for innovation and growth.