By analysing the current population and the different generations that compose it, we have been able to point out an interesting mutation. Previously, at the end of the 19th and beginning of the 20th centuries, life expectancy was lower (between 45-55). This meant that people lived with death as a more regular and much less predictable event in families. Thus, children were often in charge of the funeral arrangements of their parents. Today, living conditions and medicine have changed and it is easier to reach the advanced age of 80 years and more (83.7 years for women and 78.2 years for men on average in Europe). Death has become more predictable as it has become medicalised, but it has also become mediatised and taboo. In this sense, the elderly have become more autonomous and prepare their funerals and convenience so as not to inflict this responsibility on their descendants. This initiative, which could be seen as beneficial, can also be a hindrance to family dialogue about death and mourning. 

For this reason, Poema is a forward-looking concept that is evolving in line with social changes. Today, it’s targeting individuals aged 20-40 that understand the power of technology and how it facilitates the creation of memories. They will be able to break communication barriers by discovering this product and then pitching it to their loved ones. As the older generations (baby boomers, X) are also going digital, they will be able to understand the scope of this project and will be able to participate in the different stages of Poema, the personalisation of their urn and the preparation of the application to integrate their memories. Soon and with better visibility, the service offered by Poema could be brought directly by the initiative of the new generations (Y, Z and Alpha) in preparation for their own end of life and the dialogue with their familie.