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There’s a story about a Stanford business class who was given the assignment of making the greatest ROI possible on $5 in two hours, at the end of which they would make a half-hour presentation to the rest of the class. Most students tried to buy something for $5 and sell it for a little more within the two hours, making a small return. Others recognized that the $5 was really a distraction and spent their time conducting services like filling bike tires for $1 around campus. They were more successful. But the most successful group recognized that their most valuable asset was neither the $5 nor the two hours. It was the opportunity to present in front of a room of Stanford MBA students, which they sold to a local employer for hundreds of dollars – racking up a return in the thousands of percent.
The point is, don’t get distracted. And definitely don’t get distracted by a dollar figure when you’re considering what you have to sell that’s of value.

I’ve met funeral home owners by the score who shake their heads in frustration and say something to the effect of, “Boy, did we step in it when we positioned cremation as an alternative to the funeral. (And to memorialization, and to ceremony, and to engagement with the funeral home…).” And they’re right. But the good news is, that’s not a mistake we’re stuck with. The trick is not to get distracted. Don’t get distracted by what a family thinks they want to pay. Don’t get distracted by the phrase “direct cremation.” Don’t get distracted by conceptions of yourself as a disposal solution. Don’t get distracted.

The entire concept of “direct cremation” and asking for it as an escape route from your normal offerings is not new. Jessica Mitford was encouraging her disciples to demand it 60 years ago. But there’s some encouraging data that suggests we can still stem the tide.

My firm has conducted more than a million dollars’ worth of research on consumer preferences on death care in the past few years. One of my favorite data points deals with expected costs of death care services. We’ve asked a huge, statistically representative sample of Americans what they would expect to pay for two things: a funeral with a burial, and a funeral with cremation. We can then average all the responses to get a sense of the general perception of cost. When you do this multiple times, in multiple decades, you get to watch how preferences evolve.

Over the past ten years, the answer to the “burial” question has remained exactly the same, when adjusted for inflation, to the dollar. Remarkably, the average American expects a funeral-with-burial to cost exactly what they did a decade ago. But over that same period, Americans’ perception of the cost of a cremation has significantly outpaced inflation. In other words, the gap is closing. And we can expect it to keep closing. Because it was never really about cost.

Americans’ preference for cremation is decreasingly tethered to cost. As with other low-frequency purchase decisions, like houses or cars, cost is simply all we know to ask about. We buy vegetables all the time, and therefore understand to make decisions on cost, but also on freshness, quality, organic, and so on. But we don’t plan funerals often enough to have those reference points, so we revert to the first thing we can think of. That’s why most Americans say the first question they ask if planning a funeral is how much it will cost, but only a tiny percentage of Americans say the cost is the worst thing about the funeral. The $5 is only a distraction. Don’t fall for it.

Here's another key statistic: only 14% of Americans agree with the statement that, “with cremation there’s no need for a funeral, memorial service, or other form of life celebration.” Fourteen percent! To hear your average funeral pro tell it, it’s at least 50. But only one in seven Americans really sees cremation as a “way out” of the ceremony. Now, more than that, one in seven might not want their local funeral home to have anything to do with the ceremony, which is a value hurdle you need to clear. And more from there might not ever get around to dealing with Aunt Maude’s ashes, which is where your experience and leadership come into play. But it’s vital to recognize the distinction: direct cremation isn’t really what most people want. Not even close.

When Apple launched the iPhone, Microsoft CEO Steve Ballmer literally laughed at them for the price tag: “…That is the most expensive phone in the world. And it doesn’t appeal to business customers because it doesn’t have a keyboard.” Ballmer failed to recognize that while the prevailing strategy of the time was to sell phones business-down, Apple flipped the model on its head by going consumer-up. Today, there’s no distinction between your “work phone” and the phone you use to scroll social media. Not only did Apple give us that customer-centric innovation, they charged a premium for it.

Funeral homes and cremationists would do well to remember that message: when you give the consumer what they’re asking for, you’re providing more value and can charge more, not less. In fact, that’s a pretty solid litmus test for whether you’re actually providing value as a business. Grocery stores discount the stuff they can’t sell otherwise. Department stores discount last season’s styles. If you’re giving your customers a discount, it’s an admission that what you’re selling isn’t really the valuable thing. And they know it.

So, quit being distracted. In the death care space, your disposition services are the equivalent of the Stanford students’ $5. Making money off of it is enticing, and makes logical sense, but if you step back and take stock of the situation, you might notice you have much more valuable assets than that five-dollar bill. You have a market who doesn’t understand grief, who is hurting, afraid, and burdened, and they’re walking into your business. And you know exactly what they need to heal and how to help their community do the same. It doesn’t take a Stanford MBA to notice that’s worth a lot more than a few hours’ rental of your retort.

Imagine stepping into a room filled with forward-thinking professionals eager to explore new, sustainable, and environmentally friendly options in the deathcare profession. The "Thinking Green" CANA Cremation Symposium in February promises innovation, where attendees can learn more about investing in fresh offerings, concepts, and services for their businesses. It's an exciting prospect, and the possibilities are endless.
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But here's the truth: having new, groundbreaking products or services in your arsenal is only half the battle. Without a well-equipped and effective sales force, those remarkable offerings risk becoming nothing more than dust-covered inventory and untapped potential.

In 2022, a certain cemetery (whose name we'll leave out of this narrative) made a noteworthy change. They observed that their top-selling urn vault was, for lack of a better word, underwhelming. It was a plastic, felt-lined, and barely-protective product, yet it was flying off the shelves, and understandably so – it came with an enticingly low price tag.

In response, the cemetery decided to remove this particular urn vault from their price list entirely. They left it to the sales and service team to offer the product only in situations that warranted it, rather than featuring it in literature. It seemed like a logical step towards promoting higher-quality, more protective offerings, and a brief memo was electronically sent to the sales team to let them know that the product would no longer be found in their price book. In addition, samples of the superior vaults were added to each display unit. However, there was a critical piece missing from this equation: thorough communication and sales training. The cemetery failed to inform its sales force about WHY this change was happening and failed to equip them with the necessary tools to effectively sell these higher-quality, higher-priced alternatives.
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Fast forward to 2023, and the results were all too familiar. That low-cost urn vault, the same one that had been deemed insufficient in 2022, continued to reign supreme. Not a single additional unit of the superior, higher-priced urn vaults had been sold in 2023. The cemetery's well-intentioned change had gone unnoticed by the sales team, and the status quo remained unchanged.

The lesson was clear: nothing sells itself. Even when you have cutting-edge, eco-friendly, high-quality, and innovative products or services, you need a team that can effectively convey their value to your customers. As humans, we tend to gravitate towards what we know, what's comfortable, and what requires the least effort. In the absence of a compelling sales strategy, the default option often wins, regardless of its true worth. And contrary to popular belief, yes, salespeople are humans (insert chuckle here).

As we look forward to the "Thinking Green" CANA Cremation Symposium, where innovative and sustainable deathcare options take center stage, let's not forget the pivotal role that a comprehensive sales program plays. A well-equipped sales force is the linchpin that transforms remarkable products and services into tangible solutions for your clients.

Mark your calendars for my session at the Symposium, titled "Growing Sales: Selling with Sensitivity," scheduled for Thursday, February 15th at 8:30am. In this transformative session, we will explore an approach that seamlessly aligns sales ambitions with genuine concerns for families. Join us to discover how empathy, service, and connection can elevate your sales strategy and empower your team to present and sell innovative offerings effectively.
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In the world of deathcare, where innovation and sustainability take center stage, remember that nothing sells itself. It takes a dedicated and skilled sales force to showcase the true value of your offerings. Equip your team with the knowledge, skills, and motivation needed to present these innovations persuasively.

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.

People are celebrated for accomplishments in a variety of fields, for making a lasting difference, and sometimes just for having that "je ne sais quoi" that sets them apart. But when it comes to remembering someone, celebrity or not, we focus on creating an experience as special and unique as they were.

In this year's post, we see how memorialization can be candlelit and private or explosive and out-of-this-world. Each experience is as unique as the life lived when it's carefully designed to commemorate what made that person important. Taking time to craft a memorial and to remember the people we care about allows us to keep them close just a while longer and demonstrate what they meant to us. After all: "The dead can survive as part of the lives of those that still live." - Kenzaburō Ōe (1935-2023)
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Celebrity entries appear in alphabetical order. Read to the end to see a special tribute to a mom from her sons on Mother's Day and discover how a pair of determined historians brought a Miracle to Santa Monica Boulevard.

DECEMBER 14, 1946 – JULY 16, 2023

​Jane Mallory Birkin, OBE was a French and British actress and singer, whose controversial collaboration with Serge Gainsbourg in 1969 on the song “Je t’aime…moi non plus” catapulted her into fame and jumpstarted her career. Birkin appeared in such films as Evil Under the Sun (1982), Blow-Up (1966), and Death on the Nile (1978). In 1983 she was seated next to Hermès chief executive on a plane, and after complaining she couldn’t find a bag that suited her needs, Hermès created the now iconic leather “Birkin bag” the next year. In addition to her career as an entertainer, Birkin was also a social activist her entire life – even when it came to her namesake – and donated the royalties she received from Hermès every year to charity.

Fans lined the streets outside of Saint-Roch Church to pay their respects, and Birkin’s funeral ceremony was screened for them while friends and family attended inside. Birkin’s daughters carried their mother’s casket on their shoulders while her song “Fuir le bonheur de peur qu’il ne se sauve” (“Running away from happiness lest it run away”) played. During the ceremony, Birkin’s daughter, Charlotte Gainsbourg, reflected "I see all your souls in pain without her. I can already see the void she has left in us. She is my mother, she is our mother." Birkin’s cremated remains were taken to Montparnasse Cemetery in Paris, the same cemetery in which her daughter, Kate Barry, and ex-husband, Serge Gainsbourg, are also buried.

​2010 - NOVEMBER 28, 2023

​Doug was adopted by the founder of the popular social media account WeRateDogs, Matt Nelson. Already 10 years old and suffering health and behavioral issues, Doug would have been euthanized in a shelter. Instead, he was named the CEO of the 15/10 Foundation – an organization inspired by his own story in an effort to assist dogs like him who are less likely to get adopted due to the cost of veterinary care or other unique needs.

Doug earned the #1 spot in the December 1st episode of WeRateDog’s “Top 5 Dogs of the Week” after the aging canine communicated to Nelson that it was time to go. When asked if Doug should have a communal or individual pet cremation, the response was immediate: "if you didn't know, Doug HATES other dogs... He'd be so [expletive: angry] if he had to share a furnace." Despite how he reacted to other dogs, inspiring a Foundation that helps the good boys and girls that need more care to find forever homes ensures Doug's legacy will live on. In the 15/10 Foundation's farewell post, they encourage everyone: "If you ever have the opportunity to adopt a senior dog, do it. The grief is never-ending, but so is the love."

MARCH 1, 1941 – JUNE 9, 2023

​Dr. Michael Logan Lampton, the first rocket scientist employed by University of California, Berkeley, worked for 54 years designing space optics and collaborating with NASA to train others on how to perform research experiments in space. In 1985 Lampton started his own software firm, Stellar Software, which sold the optical ray tracing software he developed when working with NASA. In 2015, the doctor decided to make this software free for anyone to download and use as a way of thanking the community for their many years of support.

Although there were plans for Michael to make a space flight, a variety of events prevented him from doing so during his lifetime. A celebration of life was held for him at UC Berkeley in August, and a portion of his cremated remains will be sent into space in late December, along with those of 233 others. They will be attached to a satellite’s cargo bay, where they will go on to make infinite loops around the sun, allowing Michael Lampton to travel through space for eternity.

​APRIL 9, 1931 – MAY 28, 2023

Highly regarded as one of the most influential figures in the history of magic, Milt Larsen co-founded The Magic Castle with his brother Bill in 1963 and served as President until his death in May 2023. The Magic Castle has become an iconic, world-renowned private club for magicians and fans alike. Prior to opening The Castle, Larsen worked as a writer for audience participation shows like Truth or Consequences. It was while working on this show that Larsen spotted the building that would become The Magic Castle from his office window. The club became so beloved by the magic community that Dai Vernon, 1968 Magician of the Year, was rumored to have had his cremated remains interred on a shelf at the castle for some time after his death.
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A public memorial, complete with magic and live music performances, was held at Los Angeles’s Wilshire Ebell Theatre in July, the same theatre where Larsen launched his first magic show, It’s Magic!, in 1956. The show is still running today. In September, Arlene, Larsen’s wife of 34 years, ensured he got the farewell he’d always wanted. Around 100 of Milt’s family and friends held a Viking funeral for him, an appropriately-sized sendoff for a larger-than-life personality. Milt’s cremated remains were contained in an urn made of sugar (to better dissolve in the ocean) and placed on a longboat that was then exploded to cheers from the watchers 500 feet away on the California shore. Afterwards, Arlene held a “Knowing and Loving Milt” celebration at the Magic Castle Cabaret.

DECEMBER 25, 1957 – NOVEMBER 30, 2023

Shane Patrick Lysaght MacGowan was a British-born Irish punk musician who founded The Pogues, the famed band that infused punk with traditional Irish music, in 1982. The Pogues released four albums before ultimately letting MacGowan go in 1991 due to the many issues caused by his severe substance use disorders. The band officially reunited in 2006 and would go on to sell out live tour runs through 2009. Their most well-known song – “Fairytale of New York” – achieved quintuple platinum in 2022.
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Fans, friends, and family gathered to participate in MacGowan’s funeral procession despite the fact that, as his wife Victoria Mary Clarke said, “Shane hated funerals and he refused to go to them with a few rare exceptions. So it’s incredible to think that so many people want to come to his.” A variety of beloved musicians from Nick Cave to Glen Hansard performed their own moving renditions of MacGowan’s songs while a horse-drawn carriage carried his coffin through the streets of County Tipperary, Ireland, where MacGowan lived as a child. After the funeral, MacGowan was cremated and his remains were scattered over the “The Broad Majestic Shannon” River, which appeared in a song on The Pogues’ third album.

JANUARY 31, 1935 – MARCH 3, 2023

​Critically acclaimed author Kenzaburō Ōe began gathering accolades for his writing when he was still a college student. He won the Akutagawa Prize in 1958 for a short story he wrote while studying French at The University of Tokyo, and the awards continued mounting throughout his life. A lifelong activist and father of three, Ōe’s works were heavily influenced both by the sociopolitical issues of his time and by his eldest son, Hikari, who was born with a herniated brain. He was awarded the Nobel Prize in 1994 for being a writer “who, with poetic force, creates an imagined world, where life and myth condense to form a disconcerting picture of the human predicament today”.Ōe’s family held a private funeral in March. In September, close to 300 people gathered for a public memorial to honor the literary giant who influenced so many. Music composed by his son Hikari was played and participants were encouraged to pay tribute with flowers. As a journalist, Ōe met with hibakusha (atomic-bomb survivors). Along with his son’s birth condition, these experiences contributed to his unique perspective of hope and despair:

AUGUST 27, 1952 – JULY 30, 2023
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Paul Reubens (born Rubenfeld) was an actor and comedian most widely known for his iconic character Pee-wee Herman. Reubens successfully debuted the character in a stage show in 1981, but he didn’t garner international fame until the release of Tim Burton’s film Pee-wee’s Big Adventure in 1985. The following year, CBS launched the Saturday morning program Pee-wee’s Playhouse, which earned 12 Emmy awards over five years.
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Reubens had chosen to keep his cancer diagnosis private and only released a statement after his death: “Please accept my apology for not going public with what I've been facing the last six years. I have always felt a huge amount of love and respect from my friends, fans and supporters. I have loved you all so much and enjoyed making art for you.” A celebration of life was held for Reubens on what would have been his 71st birthday: August 27, 2023. Over 350 of his friends and family and fellow comedic stars showed up to share stories and songs. Guests were asked to sign postcards instead of a guest book and were offered a chance to interact with some of Reubens’ memorabilia. It was a very fitting tribute to such a whimsical and colorful personality. Reubens urn was interred at Hollywood Forever Cemetery, where his legacy continues to bring laughter and joy during film screenings of his 1985 cult classic.

JULY 30, 1940 – MAY 13, 2023

Heralded as a trailblazer for women’s rights, Patricia Nell Scott Schroeder became the first woman elected to represent Colorado in Congress in 1972. She would go on to retain her seat in 11 subsequent elections before stepping down in 1997. Schroeder’s most recognized achievement was enacting The Family and Medical Leave Act in 1993, ensuring that Americans can take unpaid leave from work for qualified medical and family reasons. After leaving Congress she became a professor at Princeton and continued working in politics, mentoring candidates, and pursuing her lifelong advocacy for women by campaigning for Hilary Clinton in 2016, amongst other female politicians.

The House of Representatives held a moment of silence for Schroeder on March 22, 2023 – the anniversary of the day Congress passed the Equal Rights Amendment process for states ratification in 1972, which Schroeder championed. In April, over 200 of Pat’s colleagues and friends attended a public memorial for her in Denver to remember her legacy. In an interview with NPR’s All Things Considered, Schroeder said “I always wanted to be cremated and made into a doorstop so I could hold a door open because basically what I want to do is hold doors open for people. And I figured that's what I was trying to do in my political career. So why not try and do it in the afterlife, too?”. Instead, Schroeder’s legislative legacy continues to prop up people in need, but her urn is among her peers at the Congressional Cemetery in Washington, D.C.

Tina Turner embodied the definition of a “rock star” – eventually being dubbed the Queen of Rock ‘n Roll. She started her career performing as a duo with her ex-husband, Ike Turner, in 1958. They disbanded in 1976, and Tina released her now iconic solo album What’s Love Got to Do with It in 1984 to critical acclaim. Tina would go onto become one of the best-selling recording artists of all time, acquiring 12 Grammys and list of honors and accolades much too long to detail here. She was a powerhouse performer on stage and also appeared in several documentaries and films, including the 1993 film based on her life.
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Per her wishes, details around Tina’s memorial have been largely kept private and her final resting place somewhere near and dear to her heart. Those closest to her held a memorial in Switzerland, where Turner had been residing with her husband Erwin Bach since 2013. Fans paid tribute to the artist with so many flowers lining her Swiss estate that the gates were opened to allow for everyone to be able to pay their respects. Her hometown of Brownsville, Tennessee, saw a surge of visitors after her death, and the Tina Turner Museum hosted its own twilight memorial to acknowledge what her life and work meant to so many.

SEPTEMBER 26, 1877 - SEPTEMBER 6, 1959
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Despite a career that pre-dates talking pictures, Edmund Gwenn was praised for his understanding of the medium. After entering Hollywood in 1935, he was a sought-after star of stage and screen, appearing beside Laurence Olivier in Pride and Prejudice, playing a would-be assassin in Alfred Hitchcock’s Foreign Correspondent, and portraying Santa Claus in Miracle on 34th Street, for which he won the Academy Award.

After his death in 1959, his cremated remains were placed in an engraved bronze urn that was then mislaid for 64 years. The persistence of Arthur Dark, producer and host of “The Hollywood Graveyard” and Jessica Wahl, Hollywood historian, led to the recovery of his urn in March 2023 as they cataloged the vaults of the Chapel of the Pines where he was cremated. The pair organized a GoFundMe campaign to purchase a permanent place for Gwenn at Hollywood Forever Cemetery, which reached its goal in just 24 hours. On December 3, Gwenn was inurned and celebrated at the Cathedral Mausoleum before a standing-room only crowd—some in Santa hats to commemorate one of his most beloved roles.
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Read the full story of this journey to find Edmund Gwenn in "On the Road: Los Angeles A Christmas Miracle" published by CANA Member Kates-Boylston Publications in American Cemetery & Cremation, with thanks to them for letting us share this incredible discovery.

MAY 25, 1969 - AUGUST 11, 2022

​Anne Celeste Heche got her break when, at just 18 years old, she was offered a dual role in the long-running NBC soap opera Another World, for which she later won an Emmy. Her acting career spanned decades and included Donnie Brasco, Volcano, Six Days Seven Nights and John Q, before being tragically cut short when she died at the age of 53.
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Nine months after her death, Heche's sons decided to place her urn in Hollywood Forever Cemetery among her peers. On their first Mother’s Day without her, the family held a small private ceremony to remember what she meant to them. As her son, Homer Laffoon, said: "She was our Mom, but the kindness and the outpouring of the past few days reminded us that she also belongs to her fans, to the entertainment community, and now, to the ages."

Today, families are seeking new, creative options for their funerals, and green values are a key influence. As the world becomes more eco-conscious, people are taking steps to do right by the environment wherever they can – and taking those values to the grave. So, your environmentally-friendly families are growing in number, but there’s no single, right way to serve them. Finding attractive options for your families and your business can leave you with a lot of questions and ideas, but not a lot of solutions and plans.

The 2022 Green Funeral Conference brought together funeral professionals from across the spectrum of green funeral practice at the Sandia Resort & Casino in Albuquerque, New Mexico over September 13-15, 2022. Hosted by CANA and Passages International, more than 50 funeral professionals from across the country – from all stages of their careers, a variety of backgrounds, and representing many different businesses – attended to get ideas on incorporating green practices into their operations. Whether that’s expanding cemetery offerings, adding new disposition techniques, or considering new products, everyone left inspired to serve their communities in new ways.
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We’ve condensed the insights from presenters and discussion into a downloadable pdf to help you explore ways to incorporate eco-conscious values into funeral services. Here’s some highlights:

CANA Executive Director Barbara Kemmis led participants through an interactive presentation and discussion about common language regarding green funeral practices.
Key Takeaways:

• Terms like conventional or traditional burial are being reclaimed by natural and green burial practitioners for the simple fact that these practices have been used throughout human history.
• Participants preferred using environmentally-friendly, as opposed to the terms green or eco-friendly, to encompass the spectrum of options for burial which may include or forego the casket, liner, embalming and more.
• They noted the commonalities of cremation, alkaline hydrolysis, and natural organic reduction are the reduction of human remains in a facility and a vessel/chamber and quicker than any type of burial. However, both the manner and results of the processes are uniquely different from a practitioner standpoint. These similarities and differences require further consumer – and practitioner – education.
• While the accurate term for the bone fragments remaining after a cremation of a body is cremated remains, the general public still uses the word ashes. Cremation professionals agreed that mirroring that language to connect and not correct during conversations is valid, but it can cause confusion when what’s returned to the family does not resemble fireplace ashes. Similarly, the use of the term alternative container begs the question “alternative to what?” and causes the need for more consumer education.
• Participants all agreed that language matters, and engaging in conversation about these terms with the profession and in education to the community is important. Having these conversations now helps funeral professionals find commonality and agreement to move positively toward the future and avoid the mistakes of the past which created division and defensiveness.

Want to keep reading? Download the Insights from the 2022 Green Funeral Conference paper now and kick-off the conversation in your business!

Consumers are choosing environmentally-friendly solutions for a variety of reasons: concern for the environment, enthusiasm for innovative ideas, the desire to do something new or to adhere to cultural or religious tradition going back centuries. The variety of reasons is only outnumbered by the variety of options for them to personalize their experience. As a funeral professional dedicated to serving your community where they are, you will meet people across the green spectrum. Being informed about these practices is why they chose you to offer guidance and expertise in their funeral plans. 

Be sure to mark your calendars for February 14-16, 2024 when we resume the green conversation at CANA’s 2024 Symposium in Las Vegas! There, CANA will bring together expert practitioners, innovative suppliers, and curious professionals to continue exploring and discovering environmentally-friendly options and how we can make a difference in our communities.

In early 2020, a lawyer from the US Postal Service Office of Inspector General (OIG) contacted CANA. He was researching strategies to address the unidentified and misdelivered boxes of cremated remains in the possession of the United States Postal Service (USPS). After a preliminary conversation, I understood that there was a problem, but with the Annual Symposium looming in February, we agreed to continue the conversation in March 2020. Understandably, that delay lasted three years beyond the initial three-week postponement.

In early 2023, different staff at the OIG launched an audit of the US postal service’s handling of cremated remains. As part of their work, they contacted CANA for recommendations from CANA members who ship a high volume of cremated remains. Not only were cremation professionals interviewed, they were also shadowed as they prepared cremated remains for mailing. The OIG Audit Report 23-018-R23 was published in July 2023 with some interesting findings and recommendations. The full report is available for download here.

The report is very long and takes a lot of time to read, but the main takeaway is that the post office will focus on training mail handlers, clerks, carriers, and other staff on existing procedures without adopting recommendations to create new procedures.
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The United States Postal Service remains the only legal carrier for mailing human cremated remains. The OIG’s audit report provides useful insight into the internal workings and priorities of the USPS. Following is my summary of the report and CANA’s take on how this may impact cremation operations.

Noncompliance with Cremated Remains Acceptance Procedures
The auditors interviewed postal workers and customers and reported finding inconsistencies in generating the Cremated Remains mailing label and affixing that label in such a way as to cover other bar codes on the box. Additionally, the interviews also indicated that the Orange Cremated Remains label was not consistently affixed on all six sides of the shipping box.

OIG Recommendation #1 We recommend the Vice President Retail and Post Office Operations, develop and implement a process for reoccurring communication of Cremated Remains acceptance procedures to retail clerks nationwide.

USPS Management disagreed with this Finding because the interview results were not statistically significant to indicate the scope of the problem. However, Management accepted the Recommendation, issuing the report and emphasizing the existing guidelines in staff training will address the proper handling of cremated remains.
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CANA’s Takeaway
CANA includes the USPS guidelines for shipping cremated remains in the Crematory Operations Certification Program (CANA COCP™), and CANA members generally have a high level of knowledge and understanding of these guidelines. Despite this, operators encounter delivery delays and supply shortages of Cremated Remains Kits. This shortage may result in staff using fewer than the required six orange labels in order to stretch supplies or substituting subpar boxes or packing materials. Ensuring your business has a small supply of USPS kits on hand – and reaching out to a fellow local business when the need is urgent – can help prevent the results discussed in Finding #2.

Opportunities Exist to Improve Cremated Remains Acceptance Procedures
The auditors described the risk of damage to packages containing cremated remains by the machines that process mail. Any damage can prevent recovering the contents and identifying the sender or recipient. That’s why, as of February 27, 2023, the OIG identified 452 sets of undeliverable or unidentifiable cremated remains in their Mail Recovery Center.

OIG Recommendation #2 We recommend the Vice President Retail and Post Office Operations, develop and implement guidance requiring retail clerks to verify cremated remains are prepared and packaged in accordance with Postal Service policy.

OIG Recommendation #3 We recommend the Vice President Retail and Post Office Operations, update the Cremated Remains acceptance procedures requiring retail clerks to place Cremated Remains packages in individual Priority Mail Express sacks at acceptance.
USPS Management partially accepted this Finding again due to lack of statistically significant data, but supported Recommendation #2 with plans for staff communication and training. However, they rejected Recommendation #3 since the proper packaging and handling should prevent damage where additional handling and separation could increase the potential for delay and damage.

CANA’s Takeaway
There are some cremation providers who remain skeptical about or refuse to use the labels and/or cremation kits. They express concern that the labeled packages will be stolen. However, the OIG audit report describes in detail how labeled packages are processed by hand in order to limit risk of damage. With the high risk of damage during electronic sorting, CANA’s recommendation to use the USPS labels and packing materials is now backed up by facts – so use them!
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Also, 452 undelivered and unidentified sets of remains is shocking. In my conversations with the OIG, they described their storage facility in Atlanta with shelves containing these boxes. I answered a variety of questions to help them determine if these were human or animal remains. It looks like the USPS has the same challenge that many funeral homes have. If you have instances of lost cremated remains please consider working with the USPS to get those packages delivered.

Cremated Remains Not Monitored in Postal Facilities

This was a technical finding related to the USPS processes for tracking packages and minimizing delays in delivery.

OIG Recommendation #4 We recommend the Vice President Processing and Distribution, reiterate the procedures for monitoring Cremated Remains and develop a process for validating that In-Plant personnel review the Informed Visibility report daily for delayed Cremated Remains packages in accordance with policy.

Management rejected this finding and the related recommendation but plans to investigate to find a more effective process for monitoring delays.

CANA’s Takeaway
I found this part of the report surprising: “From October 1, 2020, through September 30, 2022, the Postal Service reported 45,765 (14.6 percent) delayed Cremated Remains packages, averaging 1.4 days late.” You may not react as I did, because it may validate your experiences, but read the report for a detailed explanation.
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This is also the first time I have seen data on how many cremated remains are shipped. Using the data references above, during the same time period there were roughly four million cremations, meaning that approximately 313,500 cremated remains were shipped via USPS, representing almost 8% of the total cremations over those two years.

Opportunities Exist to Enhance Cremated Remains Packaging Requirements

This Finding focused on shippers that use their own packaging and the problems this generated. This excerpt from the report sums it up well: “When Cremated Remains kit boxes are not readily available and take an extended period to reach customers after they place an order, customers are more likely to use their own packaging supplies.”

OIG Recommendation #5 We recommend the Vice President Business Solutions, evaluate the feasibility of requiring customers to use the Cremated Remains kit boxes when shipping cremated remains and revise policy as appropriate.

OIG Recommendation #6 We recommend the Vice President Business Solutions, develop a plan to ensure Cremated Remains kit boxes are readily available to customers.

Management partially accepted Finding #4 but rejected Recommendation #5 since Publication 139 (pdf download) properly describes how cremated remains should be shipped. However, they accepted Recommendation #6 to make their shipping supplies more accessible to ensure ease of compliance.
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CANA’s Takeaway
This is yet another opportunity for CANA members to share their expertise with the families they serve and pass along information about shipping or even maintain a supply of USPS cremated remains kits to keep on hand. It takes three weeks, on average, for the USPS to fulfill a request for Cremation Kits, so plan accordingly.

In the US, the only way to ship human cremated remains (aka cremains or ashes) is by the US Postal Service, whether you are a funeral professional or a member of the public. If you are a consumer reading this article, you can ship cremated remains to share ashes among family members or send to a company to use when making keepsakes. The number one consideration for you is to use the Cremated Remains package freely available from the USPS. Otherwise you must be sure to label and pack the box securely. You can find details on preparing your shipment here, and you can always reach out to your cremation provider, or any local funeral provider, for assistance in selecting keepsakes and arranging for shipment.
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If you have experienced the mis-delivery or loss of shipped cremated remains, you may have options and should contact the USPS directly.

When my cat died last year, her cremated remains were sent to me via UPS (that’s the United Parcel Service, not the USPS). The cremation was conducted by a CANA member, so I reached out to find out why they used UPS rather than the USPS. Fearing the worst, I learned instead that UPS was conducting a trial-run of shipping animal cremated remains. Sure enough, only human remains, not pet, are still prohibited for shipping by UPS.

When shipping cremated remains internationally, be cautious. The United States is one of very few countries with a postal service that handles packages. Most countries outsource parcel service to other providers such as DHL, FedEx, UPS, etc. that have policies prohibiting shipment of cremated remains.
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Additionally, when shipping internationally, you must get permission from the consulate to do so since each country will have their own rules about the proper handling of human remains. A number of consulates closed during the pandemic and many have yet to reopen. Shipping to countries experiencing wars and other instability is increasingly difficult. CANA highly recommends that you consult with a shipping company that has experience and resources to help you. You can learn more about those options here.

This is the sympathy business. On a regular basis, we’re expected to offer up our condolences, well wishes, and sympathy.
 
But empathy, a word which often gets confused for the same thing, is even more important to our success. Sympathy is defined as “feelings of pity and sorrow for someone else’s misfortune.” Empathy, on the other hand, is “the ability to understand and share the feelings of another.” In short, you can be sympathetic without being empathetic. But empathy will make you not only more effective at caring for the bereaved, but at managing your business.
 
The classic “burial-or-cremation” dichotomy is illustrative of this point. Even those who know better often let our language betray the misunderstanding that there are essentially only two kinds of people in the world: the conservative, religious, pro-burial traditionalists; and the liberal, postmodern, pro-cremation rebels. While it’s perhaps a step in the right direction to understand that not everybody wants the same thing, it’s not nearly a step far enough.

The reality of how the modern American — your customer — sees the world and your business is far, far more nuanced. McKee Wallwork’s proprietary research methodology, IDEALS®, asks thousands of people across the US hundreds  of questions on their Interests, Desires, Emotions, Attitudes, and Lifestyles to discover market Segmentation. This psychographic segmentation research conducted by my firm has shown seven segments that people statistically sort themselves into, and each is much more complicated than a simple preference on burial or religion.
 
For example, if I were to tell you that a heavily tattooed atheist was about to walk through your door to make arrangements, you might have some assumptions about that individual. But the 14% of the population who my firm has nicknamed “Free Spirits” (the most likely segment to have tattoos, and the most likely to identify as atheist) is also the most likely segment to have posted condolences on your firm’s website, the most willing to talk about their own funeral plans, and the least likely to express opposition to a viewing (that’s not a typo). In many ways, the individual you’re liable to write off as a direct-cremation loss is actually highly interested in what you offer.
 
Or, while 40% of the market (a rapidly shrinking number, by the way) is what you might call a traditional funeral consumer, roughly a third of that group is motivated primarily by the quality, and even status symbol, projected by the funeral; another third is motivated by local ownership; and another third is motivated primarily by religion. These three sub-categories look very similar (in life and on paper), but confuse them at your own risk, because the reality is they will prioritize very different needs.
 
At the other end of the spectrum is who we call the “Distanced and Decided.” These are the classic cremationists, but our research revealed an interesting nuance: community size (household size, proximity to family, frequency of communicating with family) seemed to be a driver in these folks’ decisions just as much as politics or religion. In other words, they’re prone to cremate primarily because they don’t believe anyone would come to their graves. This kind of insight reveals how our profession is impacted by societal and cultural shifts, and how new products and services will always be needed, tailored to evolving subcultures.
 
Or, consider the youngest segments planning funerals. They split statistically into two camps: one, the “Resolute Rookies,” are more removed from death than perhaps any group of people in human history: they don’t know anybody who has ever died, and they think they can avoid the whole business as a result. But another cohort their same age is a funeral director’s dream: they understand that funerals are for the living, represent a post-Boomer pendulum swing back toward tradition, religion, ceremony, and viewings, and represent perhaps the most affluent category in recent memory who is ready to spend on funerals (long driveways and long bills).

The point is this: there’s no silver bullet, and while there is value in letting go of the “all-things-to-all-people” concept that is a burden and a distraction to your business, there’s even more value in thinking really intentionally about empathy. When we look closer than the simple choices and assumptions, we’ll be able to venture a guess at not only what people are asking for, but why. And when we do that, we can lead them toward the considerations and options that not only make for good business, but good grief.
 
We don’t have to be a profession or a business. Our success will only come insofar as we do both. And the better we become at listening, looking deeply, understanding motivations, and seeking to provide people with what they really need (as opposed to what we think they should ask for), the more successful we will become — both as business owners and as servants to hurting families.

I think it's important we talk about disaster planning and emergency management coordination. It is important to know how a disaster is defined, because that is how we react and how we are deployed. A disaster, by definition, is a serious disruption of your community, and it's when you exceed all the capacity and resources that your community has, or is allowed to have, in coping with the situation.

That’s how we define it, and it's how we are deployed, and it's how we react whenever the time comes. We've all seen or been through disasters and you know it is chaos at the time.

When something happens, there's a lot of adrenaline. There's a lot of people in charge, or that’s the way it may look, but truly it's what we plan for. To be able to rehearse and go through different situations. There are several different levels of jurisdiction for a disaster event, depending on the severity and the resources available.
Disasters can range from extreme weather events, commercial transportation wreckage, and mass shootings to—as we’ve seen recently—pandemic devastation.
When a disaster strikes, how are we deployed? Who decides where we go and what resources are available? Most of that information is compiled with what is called an Emergency Management Coordinator. An Emergency Management Coordinator is someone in your community – on a state and local level – who is the first get a complete analysis of the disaster or the event, and who is then responsible for appropriating different resources to that event that are necessary.

Each type of event has a different need. With a mass shooting, you're in a rescue and triage situation. There's a lot of different things that we train for, depending on what the event is. We were recently in hurricane season, so we in Texas and other coastal areas can understand and know the devastation of a hurricane, and we have trained and gone through several different hurricanes in our area.

Big, catastrophic events, such as the Oklahoma City bombing or 9/11, are handled at the federal level. Disaster Mortuary Operational Response Teams (DMORT) and Federal Emergency Management Agency (FEMA) work together to take charge of those situations.
I'm chairperson of the Texas Disaster Team, which is affiliated very strongly with our Texas Funeral Directors Association. That is a very strong bond that we have together. It's where all of our volunteers’ training is done, together through that organization. Other states have very similar organizations that are part of their state funeral director association. So, if you’re not a part of your state association, I would encourage you to get involved, because they play an important role in coordinating resources.
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Our association is affiliated with the state of Texas, and we are contracted by the state for all of its mortuary assets. So, all mortuary assets go through our association that we manage for them, so when any type of deployment comes in our area in the state of Texas, our funeral directors are the frontline resources available that go out.

Let me give you a few of the incidents in our area that we have been a part of. Our team was the lead agency in for the West Fertilizer explosion back in 2013. We were the lead agency that took care of 13 of the 15 bodies that were killed. It was a small town, so we came in not only as search and rescue and transportation, but we also have a funeral director element of our team that came in and assisted the funeral home.

Recently, we faced the pandemic. Our team was deployed to the Texas Valley in 2020. We spent three months there. We took over full mortuary operations for the Texas Valley, including the intake and transportation of bodies. We handled over 1,300 deaths there in two months. It was a 24-hour operation there.

Our team, some of whom are here in the room today, were also very active in the Uvalde school shooting. We went into Uvalde and we assisted taking care of that situation. So, we have been a part of a lot of different disasters.
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As a funeral director, cemeterian, cremationist, you are on the front lines, and your resources are valuable to emergency management coordinators. So, if you are not currently part of emergency planning in your area, I encourage you to do so. You're the expert. You know, on the front line almost all disasters, you're dealing with death, you're dealing with transportation of bodies, you're dealing with temporary morgue holding facilities, so I encourage you to get involved with that.

Three things I want to leave you with, because when disaster strikes, it's too late to plan, so be prepared.

1. Know what resources you have. Take inventory of what you have, and know for different types of events that are happening, you're going to need different resources, so know what you have.
2. Then, communicate that to the emergency management coordinators, your local county officials. They need to know what you have. When you're in a smaller, rural area, it's even more important to know that.
3. Be willing to volunteer, be willing to help when the time comes again. You are the expert. You are the person that knows how to move decedents, storage of decedents.

Be prepared. Be ready.
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Before I got involved in this, and then after seeing on the other side, I know our importance, our value to the county and state officials when a disaster hits. Because it's not a matter of if, it's a matter of when. We all know that, and we see it daily on the news. So, be part of the response and get involved to be able to help when the time comes.