To achieve its sustainable development goals, Keep It Simple (RIP88) offers a variety of memorial options to ensure that bereaved families from all social classes would enjoy the rights of choosing the most appropriate form funeral arrangements, be it in a traditional manner or through other innovative ways. More affordable funeral and emotional support services are also available, such that the dignity and needs of underprivileged would not be left unattended, while the physical, mental, spiritual and social wellbeing of bereaved families can be taken care of. In view of climate change, the Enterprise reduces the consumption of ritual supplies through promoting eco-friendly coffins and green burial.