An Exploration of Basic Human Values in 38 Million Obituaries Over 30 Years

How societies remember the dead can reveal what people value in life. We analyzed 38 million obituaries from the US (1998-2024) to examine how personal values are encoded in individual and collective legacies. Using Schwartz’s theory of basic human values, we found that tradition and benevolence dominated legacy reflections, while values like power and stimulation appeared less frequently. Major cultural events—the terrorist attacks of September 11th, the 2008 financial crisis, and the COVID-19 pandemic—were systematically linked to changes in legacy reflections about personal values, with security declining after 9/11, achievement declining after the financial crisis, and benevolence declining for years after COVID-19 began and, to date, not yet returning to baseline. Gender and age of the deceased were also linked to differences in legacy: men were remembered more for achievement, power, and conformity, while women were remembered more for benevolence and hedonism. Older people were remembered more for tradition and conformity than younger people. These patterns shifted dynamically across the lifespan, with obituaries for men showing more age-related variation than legacies for women. Our findings reveal how obituaries serve as psychological and cultural time capsules, preserving not just individual legacies, but also indicating what US society values collectively regarding a life well lived.