Unit 2

• The National Funeral Directors Association (NFDA) has been tracking trends in the funeral industry for over 100 years
• The rise of "consumerism" in the 1960's and 1970's helped lead the way to a more enlightened consumer who wanted to know more about a product before making a purchase
• The Federal Trade Commission enacted the "Funeral Rule" in 1984 setting forth mandatory practices that funeral directors must adhere to regarding the purchase of merchandise
• The families of today and in particular, the "baby boomers," born between 1946 and 1964 are bringing new values and rapidly changing preferences that are transforming the face of funeral service
• Emerging modes of disposition and alternatives to traditional earth burial


  • Cremation
  • Green burial
  • Direct disposition
  • Entombment
  • Body donation to science
  • Burial at sea
  • Alkaline hydrolysis
• Personalization


  Families want to celebrate the loved one's life rather than marking his/her death, and want services that reflect the hobbies, passions and interests of the person who died
• Advance Funeral Planning


  Planning a funeral in advance lets the individual or family plan a memorable service adding the personal choices important to one's life
• Memorial videos


  Videos that include photos and background music, used during viewing, at a memorial service and kept as a special keepsake
• The Funeral Service Foundation commissioned a study conducted by Olson Zaltman Associates using their ZMET technique which emphasizes psychological principles as opposed to statistics
• The study found that the "traditional funeral" is seen as a "lonely, lifeless tomb", the funeral home as a "stuffy, cold, and confining setting", and individuals feel "alone and uneasy"
• The overall feeling was that times have changed and so should the funeral industry, with the new view that funeral be seen as "customized" and a celebration of life
• Funeral director's role


  Researcher, muse, stage manager
• The consumer wants to show that they have celebrated the life of the deceased rather than by marking his/her death
• The funeral director will need to be creative to meet the consumer's needs
• The 2023 NFDA Cremation and Burial Report was compiled by the University of Wisconsin-Madison Applied Population Laboratory Department of Community and Environmental Sociology
• More than 85% of consumers agree that funerals are for the living and that they help mourners begin their grief journey and healing process
• More than two-thirds (71%) of respondents feel it is either very important or important to have a funeral or memorial service to commemorate the life of a loved one
• Regardless of their disposition preference, 57.3% of respondents prefer to have a funeral service with a viewing and visitation prior to burial or cremation
• Respondents who attended a funeral/memorial service with burial are significantly more likely to state that the service was very helpful in paying tribute to or commemorating the life of their loved one and an important part of helping them begin the healing process
• Approximately 40% of respondents said they would prefer cremation for their own funeral
• Of those who prefer cremation, 25.2% would prefer a funeral service with viewing and visitation prior to the cremation, and 21.4% would prefer a memorial service
• The main reasons for choosing cremation are that it is more cost effective (54.4%) and easier/simpler/convenient (42.5%)
• Of those who prefer cremation, 37.7% would prefer scattering their cremated remains in a sentimental place, 17.3% are undecided and 17% would bury or inter them at a cemetery
• 26.2% of respondents would be either very interested or interested in witnessing the start of the cremation process, while 33.2% were not interested at all
• In 2019, the US cremation rate was 54.6%. In 2020, it was 56.1%. By 2025, the US cremation rate is projected to reach 65.2% and 72.8% in 2030
• Cremation


  • More cost effective (54.4%)
  • Easier/simpler/convenient (42.5%)
• Preferences of those who choose cremation


  • Scatter cremated remains in a sentimental place (37.7%)
  • Undecided (17.3%)
  • Bury or inter at a cemetery (17%)
• Witnessing the start of cremation process


  • 26.2% very interested or interested
  • 33.2% not interested at all
• In 2019, the US cremation rate was 54.6%. In 2020, it was 56.1%
• By 2025, the US cremation rate is projected to reach 65.2% and 72.8% in 2030
• CANA believes the rapid growth in cremation rates will peak around 60% and then begin to slow until it reaches an eventual plateau
• Roaming communities


  • Higher cremation rates, more mobile or transient population with increased exposure to new traditions
• Rooted communities


  • Lower cremation rates, less transient populations, deep connections to community institutions
• Traits of 'Roaming' communities


  • Less religious affiliation but more affiliation with non-Christian religions
  • Higher average education level
  • More small businesses owned by women
  • Less home ownership
  • Higher home values
  • Higher incomes
  • More immigrants and more non-English speakers
• Traits of 'Rooted' communities


  • Lower home values
  • Higher home ownership
  • More manufacturing businesses and higher output
  • Greater affiliation with Christianity
  • Lower incomes
  • Lower average education level
• Cremation is simply another means of disposition of the deceased, not interchangeable with the funeral
• Funeral directors must be willing to rebrand themselves as event planners to provide real value to consumers
• Pet cremation and memorialization are one of the fastest growing areas in the deathcare industry
• Cremation is the overwhelming choice for pet owners who use the services of a professional
• Disposition of pet cremated remains


  • Placement in a pet garden or niche in a columbarium
  • Scattering at sea or land
  • Burial in a pet cemetery or on private land
  • Burial in a designated pet section of a traditional cemetery
  • Displaying them at the home of the owner