South Africans reimagine funeral rituals
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In South Africa, funeral homes are changing traditions to help families grieve and celebrate life. Pyramid Group Funerals in Pretoria gained attention after a video showed employees passing a gold spade in a military-style handover to the gravesite, a practice meant to ease the emotional weight of burial.
The company also uses gloved hand movements synchronized to music during processions and provides follow-up support to grieving families with flowers or groceries.
Sheldon Solomon of Fern Funerals in Cape Town uses TikTok to educate people about the funeral industry and offer comfort, gaining millions of followers with unusual posts including staged scenes of himself in a grave. Solomon believes humor can make grieving families more comfortable and encourages personalization to ensure a meaningful farewell. Sonja Smith Elite Funeral Group in Gauteng also focuses on personalization, offering evening and themed funerals to move away from rigid, standardized services.
Smith’s company even facilitates “living funerals” where terminally ill people can receive tributes while still alive. One family customized a coffin by attaching remaining pain medication, symbolizing the end of suffering. However, not all attempts at innovative funerals are well-received. Actor and politician Bruce Gounder removed a video of himself “resurrecting” from a grave after some viewers were disturbed by the cemetery setting.
