Aurora in the News

Aurora to Sponsor Keynote Address at ICCFA Convention

Women are the engine of the global economy, and are increasingly the decision-makers for final arrangements and pre-arrangements. They hold the purse strings, and when they’ve got a tight grip on them as they do now, funeral professionals must be shrewder than ever to win them over.

In a lively presentation based on her acclaimed book, Why She Buys: The New Strategy for Reaching the World's Most Powerful Consumers, as well as ICCFA-commissioned research conducted with women who have recently made final arrangements for a loved one, Bridget Brennan educates audiences on the fundamentals of gender psychology. She provides a roadmap for businesses on how to evaluate the final arrangement experience from a female perspective.

Aurora is proud to sponsor this keynote presentation on Friday, April 12, from 10-11 a.m. Immediately following the presentation, Brennan will be signing books in Aurora’s booth. Be sure to follow the ICCFA convention by following Aurora on Facebook ( and Twitter (@AuroraCasket).

Bridget Brennan is one of the world's most sought-after experts on the subject of women consumers, and a contributor to Forbes on the subject of marketing and selling to women. Her book, Why She Buys: The New Strategy for Reaching the World's Most Powerful Consumers, was called "essential reading" by The Wall Street Journal and "required reading for anyone burdened with a Y chromosome" by Fortune Small Business. She has served as an instructor at Northwestern University's Graduate Program in marketing communications, has guest lectured at the Kellogg School of Management and is a member of the Forbes Executive Women's Advisory Board.

You may find a link to Brennan’s new blog on, sign up to receive her monthly white papers and find out more about the buying habits of women at