Archer: It comes back to being really clear on what our mission is and the change that we’re trying to to drive in the world. We want to change a culture around death, and we want to serve someone on a grieving journey. So, it takes knowing our customers incredibly well and just being insanely authentic with one another. We’re humble, we’re bright, we’re caring — we actually care about all of the details that made their loved one so special.
All of that is really well pulled through on our social media. You see a very vibrant, authentic community. All of our customers follow us and comment on everything we do. We have an open dialog in a way that, if you ask any funeral home or other folks that have been in more traditional death care, they’ve been terrified of social media because it’s obviously something that’s so sensitive, and they don’t want to say the wrong thing or upset somebody.
I think that’s what Eterneva has done really differently. We’re not afraid to do that — we lead with our heart, and as a result, we’ve built this incredibly vibrant community. It’s a really social-first strategy.
We don’t do ads about ourselves. This it’s not about the “ashes to diamonds” process; it’s about the story of a remarkable life that, of course they became a diamond because they were the most amazing human ever. You share that video because the story in it is so good.