In the fast-paced and ever-evolving landscape of leadership, the ability to thrive under stress is a hallmark of effective leaders. Understanding our own tendencies is a crucial first step. Leaders who are self-aware can better comprehend how their actions impact others, fostering a culture of empathy within the team.

A key element in navigating stress is providing a balanced combination of support and challenge. This equilibrium liberates the team, encouraging them to push boundaries and reach their full potential. Leaders who master this delicate dance create an environment where innovation and growth flourish.

The distinction between influence and power is critical for leaders striving under stress. While power relies on authority and control, influence is built on trust, respect, and collaboration. Choosing influence over positional power fosters a positive team dynamic, where each member feels valued and empowered to contribute their best.

Intentionality in team development is a strategic move that pays dividends. By investing time and resources into cultivating the skills and strengths of each team member, leaders unlock untapped capacity. This not only enhances the overall effectiveness of the team but also enables achieving more with the same resources.
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Leaders who thrive under stress are those who embrace self-awareness, balance support and challenge, wield influence judiciously, and invest in intentional team development. This multifaceted approach not only fortifies a leader's ability to weather storms but also propels their team to unprecedented heights of success. After all, true leadership isn't just about managing under pressure but thriving and enabling others to thrive as well.

Marketing flame cremation to an ecologically-conscious audience presents a unique set of challenges. These individuals are often deeply concerned about their environmental impact, and flame cremation can seem at odds with these values. However, with thoughtful strategies and a nuanced understanding of both the process and the clients’ concerns, it is possible to address these challenges ethically and effectively.

At CANA's 2024 Symposium I’ll be presenting “Create a Brand for People ‘Thinking Green’” to help providers discover the ins and outs of how our two-location family-owned funeral home launched a distinct funeral service brand dedicated to sustainability.
We’ll explore how this approach can not only create moral continuity for environmentally-minded families but empower all families with choice. We’ll explore ways to ensure your organization is acting with ethical integrity and avoids being accused of the dreaded “greenwashing”.

​We’ll also delve into language that speaks to a new generation who are likely unchurched and distrusting of the funeral industry. In the talk you’ll learn practical steps to position yourself in a way that earns genuine authority and attention in your marketplace.
Today we’re going to dive into the marketing challenges facing cremation providers and ways to communicate value to an audience that may be pushing back against cremation.

1. UNDERSTAND YOUR ENVIRONMENTAL IMPACT PERCEPTION
The primary challenge is the perception of the environmental impact of flame cremation. The existing impression is that traditional flame cremation is energy-intensive and releases carbon emissions, along with other pollutants. This can be a significant deterrent for those who prioritize ecological sustainability. It’s important to understand that some objections cannot be overcome, and that’s okay. Flame cremation does not have to be the answer for everyone. It is important to focus your communication toward people who will likely be receptive to it.
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2. EDUCATE THE AUDIENCE
Many eco-conscious individuals may not be aware of the advancements in flame cremation technology that reduce its environmental impact. If your crematory includes more efficient operating processes, filtration systems to minimize emissions, or heat recapture systems, communicating these advancements clearly and transparently is essential.

3. BALANCE TRADITION WITH SUSTAINABILITY
For some, flame cremation is a traditional or cultural preference. Marketers need to respect these traditions while promoting more sustainable practices. This involves finding a balance between honoring cultural values and advocating for environmentally friendly alternatives or improvements. We never want to throw one form of disposition under the bus, because it is entirely possible that form of disposition was previously chosen by your audience, and you don’t want to make them feel uncomfortable or guilty for past choices.

4. HIGHLIGHT POSITIVE ASPECTS
While flame cremation does have environmental impacts, it can be more sustainable than other options in certain contexts. For example, it requires less land space and maintenance compared to traditional burial, which can be an important consideration in land-scarce areas. There are also ecological impacts which are often overlooked, such as the raw materials sourced and consumed to produce embalming fluid, caskets, and vaults, and well as the fuel and resources necessary to transport these items, some of which can weigh upward of 3,000 pounds.

5. OFFER ALTERNATIVES
Providing information about alternative options such as green burial or water cremation (alkaline hydrolysis) can be beneficial. While these alternatives may not be your primary service provided, offering them though partner providers shows a commitment to ecological values and provides choices for the people you serve. Providing access to natural organic reduction where permitted, or at least being prepared to provide factual, unbiased information about it, can also impart the willingness of your organization to discuss all disposition options, even if you don’t directly provide them all.

6. CREATE A MORE SUSTAINABLE COMPANY
The overall brand image of the cremation service provider needs to reflect a genuine commitment to sustainability. This can be achieved through various means, such as using renewable energy sources in facilities, adopting eco-friendly office practices, participating in recycling programs, and engaging in community environmental initiatives. After reducing emissions as much as possible, the remaining emissions could be offset by investing in carbon offset projects. These projects might include reforestation, renewable energy projects, or community-based sustainability projects that can compensate, or partially compensate for the company’s emissions.

7. BUILD TRUST THROUGH TRANSPARENCY
Being transparent about the environmental impacts and what is being done to mitigate them is crucial. Eco-conscious consumers value honesty and are more likely to engage with brands that acknowledge the complexities of their services in relation to the environment rather than pretending the complexities don’t exist.

8. COMMUNITY ENGAGEMENT AND EDUCATION
Engaging with your community about death care and sustainability through educational campaigns and discussions on your blog or social media channels can help build a relationship with the eco-conscious audience. This also provides a platform to discuss the innovations and environmental aspects of flame cremation. Awareness and education can happen across digital platforms, but the most valuable place to start is in your own website.

9. MAKE YOUR WEBSITE IS YOUR FIRST IMPRESSION
The biggest marketing mistake death care providers make is taking a set-it-and-forget-it approach to their website. Consumers are absolutely researching online before they make decisions, so it’s important to constantly be posing the questions; does my website accurately represent my company today, and is my website relevant to the needs of the people I’m trying to reach?

10. ADDRESS EMOTIONAL CONCERNS
Finally, marketers in the death care space must always be sensitive to the emotional aspects of end-of-life services. This involves ensuring that marketing messages are respectful, honest, compassionate, and in tune with the emotional journey of someone considering a cremation option.
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 By addressing these challenges head-on and with sensitivity, marketers can effectively communicate with an ecologically-conscious audience, providing them with the information and options they need to make informed decisions that align with their values.