Cremation Trends and Staff Retention: A CANA-Inspired Approach (Part 1)

6/18/2025

Do you feel like cremation came out of nowhere? Meaning: has consumers’ preference for cremation has taken you by surprise? Or that the cremation rate in your business has grown unexpectedly?

The truth is that, in the US, cremation has ranged between 1 to 2% growth each year over the past 50 years. In Canada, after a period of accelerated growth, cremation rates are slowing to below 1% ̶ which may be the US pattern in a decade.

And yet we hear that cremation came out of nowhere: not just from members, but also reporters. They are looking for causes of cremation growth like economic recessions or the pandemic – big disruptors to the status quo. But when you look at the entire timeline of cremation, you see that it took nearly a century for the national rate to hit 5% and then less than 50 years to exceed 50%.

However, just because CANA research shows that the growth rate is constant, the population is not. During the first 100 years of cremation’s history, from 1876 to 1976, there were 3 million cremations total. During the last 50 years, since 1977, there were 33 million cremations in the United States as of 2024. Within many of our lifetimes and careers that population growth means that cremation has increased quickly and, yes, almost seemed to come out of nowhere.

Time for a Mindset Shift

This means that attitudes about cremation – consumers’ preference for it, profitability for your business and services to offer – need to be adjusted at this point in your career. Case in point: when CANA says cremation, we mean the legal form of disposition and not “direct cremation” and all of the biases that go along with that construct.

If you have ever said or heard someone say, “I don’t believe in cremation” or “I hate cremation,” then you have succumbed to the bias that has developed in our profession against cremation, reducing it to misguided preference, decreased profitability, and no service. We challenge you to consider your reaction.

Trend 1 – Reasons to Cremate

Over and over, CANA’s research confirms that cremation is the new tradition and personal preference for a majority of the US and Canada. In a 2022 consumer survey, price was the second reason cremation was chosen, but that’s as much about value and being a savvy spender.

For the consumer, the cremation experience is often more about focusing on the life lived than the body and related merchandise. Consumers’ opening question may be price to determine if you are the provider they can trust, or it may be the one differentiator they have to determine what makes one cremation provider different from another. But, as an experienced funeral professional, you know they have more questions beyond that one and a story to tell about their person and their memory. Do you give them a chance to do that?

CANA has been one of the few “cremation positive” voices in the profession, considering cremation to be preparation for memorialization and one of many forms of disposition. But too often funeral professionals’ assumptions about cremation often come through the questions asked, the ones that go unasked, and the language they use about cremation.

So, ask yourself this question: “When experiencing first contact with a consumer, what’s the first question I ask?” After offering condolences, do you get contact information, demographics of the deceased, or determine burial or cremation?

If you answered yes to any or all of the choices above, those choices do make good business sense. Their response tells you your next business action: refrigeration or embalming? Which veterans benefits or discounts may be applicable? With whom do I follow-up?

What if the first question assumed service? Assumed a celebration of life? That the family wants the body at the service? What if the last question you asked was about disposition?

What impression would that give families?

Change Your Assumptions

If funeral professionals are going to make assumptions, they should assume service. Assume that the person making cremation arrangements loved their person. Assume that their questions are more than about price, and that they’re willing to craft a personal experience. Assume that cremation is the new tradition in their family – and you have been selected to help them.

Trend 2 – Preference for Service

There are myths, biases, assumptions on both sides of the arrangement table. The best solution to overcome them is curiosity: ask questions and listen to the answers. Then, answer their questions with openness and honesty.

While preparing for focus group research in 2019, CANA made some wrong assumptions. We tasked the research company to gather two groups of focus group participants. We defined them as the

Direct Cremation Group – chose cremation and did nothing, and
Cremation with Service Group

The research company soon called us back to alert us to a problem: They had no difficulty finding families who had held a service, but they couldn’t find a single person who chose cremation then did nothing.

You see the mistake we made, right? We forgot to specify that they “did nothing with their provider.” So, even if you assume service, you can’t assume they’ll choose your firm – they’re doing it themselves.

By assuming that every cremation family will do something for their person, your job becomes persuading them to choose you.

Meeting a Family Where They Are

Too often, “Burial or Cremation?” becomes “Funeral vs. Cremation” on both sides of the arrangement table. Instead, research shows again and again that language matters. So, consider swapping it to “funeral or celebration of life,” expanding the timeframe from the traditional three days to all of the options that cremation offers, including the locations in your community that would host a gathering.

By now we have described the disconnect and challenged you to question your assumptions. Are you ready to meet cremation families where they are?

If you are training employees on demographic information or disposition before all else, are you implying that these are the most important pieces of the arrangement? If you are compensating employees on commission and merchandise sales, are they starting off the conversation about service to drive sales arrangements? How can you set an expectation that families can talk about their new traditions or be creative in their service planning?

Now that you have a better sense of consumer expectation, are you and your employees and colleagues equipped to meet them?

Check back for part 2 of this post where we focus on how you can rise to meet these trends with some of our own!

Want a hint about what's to come in part 2? CANA's Certified Cremation Specialist training targets power skills – communication, problem-solving, emotional intelligence, and adaptability – to raise the level of care, service, and compassion for every family. How? See for yourself!

Don't miss your chance to become a CANA-Certified Cremation Specialist in 2025! Registration closes July 1, but coursework is online and on-demand to earn your certification on your schedule.

Level Up Your Power Skills

Barbara Kemmis is Executive Director of the Cremation Association of North America where she promotes all things cremation through member programs, education and strategic partnerships. After more than 25 years of experience in association leadership, Barbara knows that bringing people together to advance common goals is not only fun, but the most effective strategy to get things done.

Brie Bingham joined the CANA staff in 2015 as Membership Coordinator with little experience in associations of funeral service. Now, she is a proud Certified Funeral Celebrant, CANA Certified Crematory Operator, and continues to grow her knowledge of the profession and her role in CANA. Brie coordinates CANA's blog, The Cremation Logs, manages member benefits, and that things keep working behind the scenes so CANA Members can stay focused on their business and their communities.

The CANA Convention Experience

6/4/2025

I had the honor of attending the 106th Cremation Innovation Annual Convention in Chicago, Illinois, thanks to the scholarship myself and four other deathcare professionals received from the Funeral Service Foundation. As a somewhat seasoned deathcare professional and educator, I value and continuously seek opportunities to expand my knowledge, skills, and offerings to the communities I serve. Attending last year’s convention, hosted by the Cremation Association of North America, empowered me to do just that.

Motivation and Education

Throughout the two days of the convention, there were several moving and empowering Continuing Education opportunities hosted by speakers who reignited the "fire in my belly." A few that immediately come to mind are Becoming a Leader of Influence (Robbie Page), Death Becomes Her – The Changing Demographics of Funeral Service Practitioners (Jolena Grande), Cybersecurity Awareness: Recognizing a Threat and Protecting Your Data (Lee Hovermale), and The Eternal Value of Cremation Memorialization/Avoiding Mistakes of the Past: Cremated Remains Belong in Cemeteries (Jason Engler). Each of these sessions provided attendees with the latest developments, trends, and best practices in our industry, highlighting innovative solutions and research that allow us to stay ahead of the curve.

Vendors and Product/Service Showcase

While exploring the exhibit floor, I had the honor of meeting numerous vendors who shared not only their respective products and services but also their hearts and stories. The boutique style of the convention allowed attendees to spend time chatting with and getting to know each vendor. During these interactions, vendors not only shared their knowledge about the companies they represented but also their personal stories of connection to their brands and their own experiences with death, grief, and end-of-life decision-making.

This was unique for me because, in many cases, the usual hustle and bustle of conventions does not allow for this type of connection. The conversational atmosphere removed the nagging sales pressure that often accompanies these kinds of interactions and events. I felt more organically connected to human beings rather than feeling like the next sales conquest.

Fun and Games

One of the most unique and engaging parts of the CANA 106th Cremation Innovation Convention was that it was all a game. Literally. The presentations, educational sessions, and vendor interactions were part of a game meticulously planned to encourage attendees to network, meet new people, and learn new things—all while earning points through the convention app. Ultimately, participants had the chance to win amazing prizes. While I did end up in the #1 spot with over 18,000 points, beating out some very worthy opponents, every attendee who participated walked away a winner.

Overall Experience

This convention exceeded my expectations in many positive ways, especially in its intimate nature. The CANA organizers and leadership have done an exceptional job at mastering the essence of "less is more." Many times, attending a conference or convention can be overwhelming due to the masses of people, adrenaline, enormous venues, and the pressure to "buy now" (especially for an introverted person like me). This was not the case at the 106th Cremation Innovation Convention. Instead, it felt like a group of colleagues, both old and new, coming together to celebrate our sacred work, letting our hair down over drinks, and learning about what’s happening in our beloved field. I will be back again.

Ready for your own CANA Convention Experience? Registration is open for CANA's 107th Annual Convention this August 6-8, 2025, in Phoenix! Find motivation with inspiring speakers, discover solutions on the exhibit floor, get the personal attention you deserve, and walk away a winner!

This year, we've updated the schedule to make the most of the resort experience, taking time to enjoy the cool desert mornings:

We’ve added a 9-hole scramble on The Estates Course at the Arizona Biltmore Golf Club with an 8am shotgun start.
Not a golfer? Take in the scenery with the Arizona Biltmore History Tour to explore the bold Frank Lloyd Wright-influenced architecture, get the scoop on historic celebrated guests, and view their meticulous restoration.
Or explore inward! Join a foundational yoga practice perfect for beginners as well as experienced yogis to create a healthy body and peaceful mind.
And take advantage of the resort pools open around the clock and lounge at your leisure!
Then attend a dinner to celebrate being together in our own desert oasis. Included with convention registration, join your fellow attendees and exhibitors for a relaxing dinner in the lovely Gold Room.

Ready to recharge in the desert? Register today!

Joél Simone Maldonado, aka The Grave Woman, is a licensed funeral director, embalmer, pre-planning specialist, award-winning deathcare educator, sacred grief practitioner, and proud founder of The Multicultural Death & Grief Care Academy. She specializes in educating professionals about the importance of cultural competency, inclusion, and diversity in end-of-life, death, and grief care.

Joél has worked in the deathcare industry since 2010 and has over 15 years of experience in the healthcare industry. She currently serves on the Board of Directors for Compassion & Choices, co-chairs the board’s Diversity, Equity, and Inclusion committee, and volunteers with the organization’s African American Leadership Council.

Her passion is educating through open and honest conversations about the multicultural nuances of death and grief care via her courses, podcast, YouTube channel, and social media platforms. Joél is dedicated to continuously enhancing her personal cultural intelligence, competency, and skills through participation in various post-collegiate entrepreneurship, development, and leadership programs, including earning her CQ certification through the Cultural Intelligence Center.