It’s no secret that consumers’ increasing preference for cremation is impacting the traditional funeral home business model. Because cremation services generally produce lower revenue, many funeral home owners are expanding their product and service offerings. Others are discovering ways to serve the needs of new groups within their communities.

As reported in IBISWorld industry research and echoed in the NFDA’s 2023 Cremation & Burial Report, “It is predicted that funeral homes will continue to expand their array of extra services offered to families; increase their focus on niche markets to differentiate themselves; and draw attention to their value-added services, such as … serving groups with diverse cultural and religious preferences.”

Cultural differences play a significant role in funeral practices and the better we understand the religious and cultural diversity of our communities, the greater our opportunity to serve those groups. Ask yourself three questions:

1. What is the religious and cultural makeup of my community?
2. Am I proactively reaching out to diverse groups?  
3. What am I doing to better understand and accommodate unique funeral customs and rituals in my area?
   

In Orange County California, for example, our team at The Omega Society was contacted by a writer for Orange Network, the monthly magazine of the Orange County Japanese American Association. She was writing a story to inform and educate the local Japanese American community to the range of funeral, cremation and burial options available from the Society. Southern California has the largest Japanese American population in North America, and many adhere to the beliefs of the Shinto faith. She told us that in Shintoism, terminal illness, dying and death are considered “impure,” making frank discussions of death and dying very difficult and even taboo. The result is a population with insufficient knowledge of end-of-life care and local resources available to assist them when the need arises. Our Omega Society location leader met with this writer for a tour of our facility and a wide-ranging discussion that included cremation options, costs, the advantages of prepayment, and options for the disposition of cremated remains. The resulting article did a great deal to shed light on this important subject and positioned The Omega Society as a caring local partner with professionals ready to assist the Japanese American community with all their funeral service needs.

This is just one example of funeral professionals who are filling unmet community needs and finding new markets among diverse cultural and religious communities.

Located 20 miles southeast of downtown Portland, the city of Happy Valley is one of the most diverse communities in Oregon, including an Asian population of more than 22 percent. Our Sunnyside Funeral, Cremation and Memorial Gardens has worked with local Buddhist temples to serve this community for more than 60 years. Buddhists believe that the soul is reincarnated; death is not the end, so it is not to be dreaded. Most Buddhist societies cremate their dead to purify and free the soul, and aid in the attainment of enlightenment -- just as The Buddha himself was cremated.

“Although funeral services can vary by sect of Buddhism, all are beautiful, meaningful celebrations in which family members participate over a two-day period,” said Sunnyside General Manager Samantha Haxton. “Common elements include an invocation to the Buddha, offerings of food and flowers, readings from Buddhist scriptures and a procession of monks. The body of the deceased is transported to our crematory on the second day, where final chanting and praying proceed cremation. Some of our Buddhist families choose to permanently memorialize their loved ones by interring their cremated remains at their temple and many are placed at our Sunnyside Memorial Garden near a large statue of Buddha.”

The shift in ethnicities and increasingly diverse funeral traditions across the United States will only accelerate in the years ahead. As funeral professionals, it’s our job to learn about and appreciate the different cultures and religions present in our communities. We need to make ourselves seen in these communities and let families know we are available and ready to serve them in keeping with their unique customs and rituals surrounding death and mourning. Do your research, build relationships and provide support to all segments of your changing community. Differentiating your funeral home by understanding and accommodating all types of funerals will help you remain a trusted service leader for years to come.