Hearses, Heels, and Heart: Adventures of a Third-Generation Funeral Woman

Lisa Baue stepped into funeral service as a third-generation funeral director, challenging long-held beliefs about who belonged in the profession. Her story unfolds in the context of a family business—her grandfather’s legacy—where growth was fueled by tradition but also by change. From an early age, Lisa learned the ropes in an industry that rarely welcomed women and often questioned their capabilities.

Being told she couldn’t drive a hearse or even be hired because she was a woman became a motivation, not a deterrent. Overcoming these barriers shaped her approach to leadership and advocacy, leading her to create programs like Funeral Women Lead, which lift up others who face similar obstacles.

On this episode, Lisa joins Genevieve—the podcast host, President and CEO of the museum—to share her journey, insights, and the real barriers women still face in funeral service. Together, they explore why leadership, wellness, and support networks matter now more than ever.

Learn more about Funeral Women Lead.

Follow Lisa's podcast 4 Women and a Funeral here.

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Key Takeaways

1. The funeral profession often has deep generational roots, as seen in Lisa Baue’s story, but the industry has also evolved significantly over time. Equipment, techniques (like gravity embalming), and even daily customs (living above the funeral home) have changed, reflecting broader shifts in professional practice and societal expectations. Honoring these histories is important for understanding—and progressing—the field.

2. Although funeral directing was historically male-dominated, women now represent a growing proportion of new professionals. Nevertheless, women still face significant gender-based obstacles: lack of opportunities, pay inequity, stereotypes, and outright discrimination (such as not being allowed to drive hearses or lead in associations). The push for gender equity is ongoing, highlighting the need for both advocacy and supportive communities.

3. There’s a clear need for leadership training, mentorship, and intentional support structures to empower women in the funeral profession. Programs like the Funeral Women Lead Leadership Academy and Wellness Summit aim to build confidence, grow leadership skills, and create networks to support career advancement. Emphasizing emotional intelligence, resilience, and community, these initiatives are crucial for real change.

4. Funeral service is a demanding, emotionally charged career with long hours and unique stresses, making self-care and work-life balance essential. Women, in particular, often bear the double load of caregiving both at work and at home, making burnout a critical issue. Leadership must prioritize staff well-being—not just customer care—if the field wishes to retain and nurture its talent.

5. The conversation underscores the importance of advocacy for women—both self-advocacy and systemic support. Encouragement to “do it anyway” in the face of adversity, the sharing of educational resources, and the call for more women in leadership and ownership positions all highlight the broader movement to transform the industry. Building strong, diverse, and supportive communities is seen as the key to true progress and equality in funeral service.

Timestamped Overview

00:00 Funeral Industry Insights with Lisa Bowie

03:42 Early Mortuary Training in St. Louis

08:11 Nana: The Unwavering Homemaker

12:44 Sexism in Funeral Industry

16:04 Empowering Women in Funeral Industry

18:31 Pioneering Women in Leadership

20:50 Gender Discrimination in Funeral Industry

24:38 Empowering Female Caregivers' Resilience

29:29 Leadership Awakening in My 40s

31:16 Funeral Service Female Attrition Study

33:29 Empowering Women in Funeral Leadership

37:49 Persevere in Funeral Service

43:34 Wellness Summit Invitation

45:05 Adapting Leadership Skills

50:17 Women Leaders in Funeral Industry

 

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