2025 Predictions: 3 Ways End-of-Life Offerings Can Adapt to Meet Consumer Demands

2/3/2025

As we step into 2025, the end-of-life industry is evolving rapidly. Changing consumer preferences, advancements in technology, and a growing awareness of environmental sustainability are reshaping how individuals and families approach funeral planning. To keep up, service providers need to innovate and adapt—but the good news is that these changes bring exciting opportunities to better serve families during some of life’s most meaningful moments. Here are three predictions for how the industry can adapt to meet these new demands.

Prediction 1: Go Green

Did you know that 84% of Americans would consider “green” funeral options? According to the Kates-Boylston Publications 2021 Green Survey, this growing trend highlights a societal shift toward sustainability, and it’s transforming the funeral industry. Families are increasingly seeking ways to honor their loved ones while also being mindful of their environmental impact.

Understanding the “Green” Spectrum

"Green" means different things to different people. For some, it’s about offsetting carbon emissions and minimizing environmental impact. For others, it’s about leaving a positive legacy—such as choosing a Memorial Tree in a protected forest, where their final act contributes to the health of the planet. These options not only reduce one’s ecological footprint but also provide families with deeply meaningful ways to remember their loved ones.

Education and Options Are Key

With options like natural organic reduction (also known as NOR or human composting) gaining popularity, education is crucial. While this process is legal in only a handful of states, awareness is growing. Families also want guidance on spreading ashes in natural spaces—whether in forests, oceans, or other protected areas. By educating families about these options and the regulations in their state, providers can empower them to make informed choices.

It’s also worth noting that year over year, there is a 22% increase in people searching for “green burial” on Google. Providers who offer a range of environmentally friendly services and clear guidance will stand out in this growing market.

Action item: Research what green options are available in your community. Write a blog or email newsletter sharing those options with your community. Our partners at Mueller Memorial have hosted “green options” educational seminars with record attendance!

Prediction 2: Online Everything

The days of strictly in-person funeral planning are fading. As Gen X and Millennials take on more responsibilities for planning end-of-life arrangements—both for their parents and themselves—they’re bringing with them the expectation of seamless online experiences. According to NFDA's 2024 Consumer Awareness and Preferences Report, 40% of consumers now begin the arrangement process online, and 25.9% would prefer to make prearrangements online instead of meeting with a funeral director in person.

Meeting Consumers Where They Are

Today’s planners value convenience, transparency, and the ability to explore their options without pressure. They expect digital tools that let them browse services, compare prices, and even schedule consultations at their own pace. Offering online preplanning forms, virtual tours of memorial sites, and easy payment portals can make a significant difference.

A Digitally Enhanced Brand

End-of-life providers need to ensure the solutions they offer are paired with a robust digital presence, creating a seamless experience for families that reflects consumer values and meets their needs. This blend of innovation and tradition doesn’t just build trust—it fosters customer loyalty and supports premium pricing.

Funeral homes and service providers who invest in digital tools and prioritize user-friendly experiences will not only attract tech-savvy consumers but also position themselves as forward-thinking leaders in the market.

Better Place Forests has had success with sharing its core products and services online via an “online forest tour.” Families love the ability to easily align as a family and better understand if a Memorial Tree is right for them.

Action item: Brainstorm with staff about what’s unique to your products and services. If it’s not on your website, take the time to add it!

Prediction 3: An Ongoing Relationship with Families

One of the most significant shifts in the end-of-life industry is the rise of cremation, which now accounts for 60.6% of arrangements in the United States, according to CANA’s 2024 Annual Cremation Statistics Report. That report states that cremation rates are expected to rise in the US until a projected plateau of around 80% as early as 2040. This shift toward cremation has given families more flexibility in how and when they choose to memorialize their loved ones. Instead of traditional timelines, many families are now spreading ashes or holding commemorative events on meaningful dates—like birthdays, anniversaries, or holidays.

Staying Connected with Families

To stay relevant, providers should build lasting relationships with families. This could involve sending gentle reminders or offering services tied to significant dates. For example, helping families plan a gathering to spread ashes on the anniversary of a loved one’s passing or offering ideas for honoring their memory during Mother’s Day or Father’s Day can be incredibly meaningful.

Supporting Families Beyond the Immediate Moment

Families increasingly value ongoing support. Providers can offer services like memorial newsletters, annual tree-planting events, or even digital tools to help families keep track of important dates. By staying engaged, providers not only enhance customer satisfaction but also create opportunities for additional services and deeper connections.

Action item: Start a newsletter to engage with families who choose cremation and your firm. Many may still be interested in memorialization products and services, as well as advice on living with grief.

Looking Ahead

The end-of-life industry is at a transformative crossroads, with consumer preferences changing at a rapid pace. Embracing green options, enhancing digital capabilities, and fostering long-term relationships with families are not just predictions for 2025—they are essential strategies for staying relevant and impactful.

Looking for more predictions? CANA’s research shows that the national cremation rate has grown steadily and predictably for the last 50 years. But now, after decades of accelerated growth in the United States, CANA now begins to see evidence that the national growth rate is slowing, a common statistical occurrence after the rush of adoption reaching at 60.6% in 2023.

CANA’s 2024 Annual Statistics Report shows that the annual cremation growth rate is starting to wane. This supports the association’s observation over the past few years that the US is entering a “deceleration” period of cremation. This growth rate is now expected to slow—but not to reverse.

CANA predicts that cremation rates will continue to rise until a projected plateau of around 80%. In 2023, CANA added a new color to the popular “heat” maps of US and Canadian cremation rates, highlighting the individual states and provinces with cremation rates above 80%. The diversity of cremation rates persists across both the Canadian provinces and the US states. By 2033, CANA research predicts the cremation rate in all states will reach or exceed 50% with the national rate surpassing 70%.

Ineke Van Waardenburg is the Chief Operating Officer at Better Place Forests. Better Place’s mission is to guide a comprehensive end-of-life experience deeply rooted in nature. Better Place is home to America's first conservation Memorial Forests, where thousands of families have chosen a mature, living tree in a protected forest as their final resting place. Better Place is an industry leader at bridging online and in-person experiences to help meet families where they are.

5 Benefits of Employee Retraining

1/20/2025

If you've been in the game for a while, then this might not be the first time you've encountered the term "retraining." New knowledge and better technology have placed companies in a better position to compete and perform. However, these trends also emphasized the fact that companies, whether startups or seasoned veterans, will need to get up close with the knowledge that was contributed by research and experience.

For companies that have been operating for a while, this means that you will have to invest in retraining not only yourself but also your team, especially if you want to ensure that you're implementing strategies that are more effective than their old-school counterparts.

Retraining your employees can involve a number of things. You can give them the opportunity to go back to school, or better yet, you can help them find programs that they can join for a short period of time without compromising the quality of their development.

The latter option is one that might appeal to you if you have limited funds to allocate to retraining your employees or if you and your team don't have the time to complete at least a two-year degree.

Doing so will help you reap several, if not all, of the following benefits:

Addresses areas for improvement.

Being an established company usually means that you have a performance appraisal system that enables you to identify areas for improvement in terms of your team's performance and productivity.

Retraining your employees addresses these points by giving them the opportunity to learn more substantial methods that can help prevent them from making the same mistakes twice, which can help increase their confidence and initiative.

It can also help them address challenges that may be brought by your growing company, such as customer interactions or handling finances.

Enables creativity and innovation.

Perhaps one of the most important benefits of retraining your employees is that inspires creativity and innovation in such a way that it can benefit your company in the long term and help you achieve your goals.

Exposing your team to new knowledge, strategies, and technologies helps in making them aware that there may be other and better ways of completing their tasks. It also ensures that they are up-to-date on any new policies and regulations that can affect their workflow.

Combined with the previous benefit, retraining both enables your team to gain confidence and inspires them to introduce new strategies that can revolutionize how you've been attempting to achieve both your short- and long-term goals.

Introduces flexibility in strength and skills.

If you choose to enroll your employees into a program that tackles various topics, then they are more likely to develop new strengths and skills that can help them thrive not only in the position they are in but also in other areas of your company.

Retraining arms your employees with the basic knowledge and skills they need to navigate new fields and circumstances, which may become even more of an asset when your company continues to grow.

For business owners, these new skills mean that you can assign them to a wide variety of tasks and be confident that they can do well despite it being something new for them.

Increases employee loyalty and retainment.

Giving retraining opportunities to your employees helps emphasize their value to the company, which ensures that they understand that they have a future within your company.

Being able to address their mistakes, develop confidence, and contribute significantly also increases their loyalty to your company. It lowers the risk of employee turnover, and it enables you to manage and lead a team you know you can rely on.

This is especially important if you're anticipating continued business growth as an empowered and reliable team is one that is productive and high-performing.

Raises future leaders.

Enabling your employees to understand the ins and outs of your company means that they are getting a crash course on managing a business and competing in the market.

By applying their newfound skills, your employees can get a better understanding of why you do what you do and what has been done to achieve your company goals. Combined with ideas and strategies that may result from innovative minds, this understanding only cements their potential as future leaders within your company.

They may become more driven to contribute to your efforts and establish their place in their working environments, which can help inspire others to do the same.

Being a veteran in business doesn't mean that you have nothing left to learn. As a matter of fact, spending more time in your industry or market will likely require you to explore different ideas and strategies that you might not understand without the proper training. If you want to manifest the vision you have for your company, then consider retraining yourself and your employees.

From the CEO to the sweeper, the new CANA Deathcare Business Administration Certification Program offers an opportunity to improve management skills and contribute to the strategic initiatives of their company. In this 10-week, fully virtual training and networking program – with a curriculum based on an executive MBA – both current and future leaders of your business will gain skills in organizational leadership, people management, and business finance.

Ready to get started? Jeremy suggests that owners, managers, future leaders, supervisors, and high-potential employees go through this program together as a unit for the most impactful outcomes. That's why we're offering a buy 2, get 1 free offer now through February 2025!

Learn more: goalmakers.com/cana

This post republished with permission from the Goalmakers blog. For more, read on here.

Jeremy Wall is co-founder and CEO of GoalMakers. Understanding that most managers have never been taught the fundamentals of people management or business finance, Wall has a passion for simplifying these concepts into practical and applicable lessons to help businesses define & achieve their goals. After building his previous business, an IoT safety company, Wall did private consulting before joining esteemed coach and author John Cioffi to expand this knowledge to a global audience through the GoalMakers ‘mini-MBA’ programs, including the CANA Deathcare Business Administration Certification.

Unlock the Power of Proactive Preneed

1/6/2025

Every funeral home owner has faced it—that uneasy realization that valuable leads are slipping through the cracks. You’ve spent time and money on marketing campaigns, from digital ads to community events, and while you’re reaching the "low-hanging fruit," you still have drawers full of leads who never get a follow-up.

It’s a frustrating cycle. You’re seeing a minimal return on your marketing investment, but it’s not just about lost revenue—it’s about missed opportunities to help families. Each lead represents someone who reached out for guidance and support.

So, how do you break free from this cycle? The answer lies in reimagining preneed not just as a collection of separate tasks but as a fully integrated system that maximizes the quality and potential of every lead.

Go from Passive to Proactive

If you're like many funeral homes, walk-ins and call-ins form the bulk of your preneed business. Most of these families are choosing you for good reason. They’ve often already built a relationship with your brand, and they both know and trust your funeral home.

These are obviously very important families to focus on, and you’re right to nurture them. But the truth is they would have likely chosen your funeral home anyway. To grow and expand your market, it’s important to prearrange new families—those who may not be familiar with your brand or may be undecided about their chosen funeral home.

This is where the shift to proactive preneed becomes so critical. It’s not just about marketing and setting appointments with the people who know and love you. It’s about expanding your reach, building relationships with new families, and giving them the education and clarity they need to choose your funeral home.

Tap Your Full Potential

Relying on walk-ins and call-ins is like playing defense—it’s safe, but it’s not scalable. To truly grow your business, you need an offense—a proactive system that builds connections with new families and turns them into loyal customers.

Consider this: depending on the size of your market, there are likely hundreds if not thousands of families in your serviceable area who are interested in prearranging a funeral. They may not be quite ready to take the next step and set an appointment, but a proactive approach to preneed allows you to develop a relationship starting today.

In other words, by reaching these families through proactive marketing, personalized follow-ups, and education, you’re creating a bridge from "undecided and unaware" to "excited and eager to act."

As you probably already know, consumer preferences are shifting faster than ever. 29% of the population today are religiously unaffiliated, meaning they no longer identify with a specific religion, and communities are changing as people move away from their hometowns.

It used to be that our profession could rely on our institutions and communities to build the value of a funeral as a meaningful source of ritual, ceremony, and gathering. But today’s shifting preferences have reduced this built-in value. Families still want to honor their loved ones, but they are less aware of their options.

Being proactive allows you to change this. You get to fill the shoes that our institutions and communities once filled. Not only can you help families understand the full range of options available and shift their perspective early on, but you can also share the value of a meaningful funeral experience and its importance in helping their loved ones heal.

Proactive Marketing is Just the Beginning

A lot of people think active preneed comes down to active marketing—sending out direct mail campaigns, running social ads, and holding community events. But while that is a critical piece of running a healthy program, it’s only part of the equation.

When you generate quality leads through marketing, you see who is interested in learning more. Real growth comes from what happens next—your ability to nurture that interest, keep families engaged, and inspire them to take action.

Without an interconnected system or clear plan of action, it’s easy for these leads to slip away. Maybe one person on your team is doing all the follow-ups, but they’re stretched too thin. Or perhaps everyone is "pitching in" on follow-ups, but no one is 100% accountable.

This "all hands on deck" approach often leads to confusion and missed connections. The ball simply gets dropped. To keep it moving forward and consistently prearrange more families, you need a way to create a next step for every lead—and then a framework for tracking, measuring, and managing each of those steps.

Deliver Remarkable Preneed Experiences

At the heart of preneed should be a commitment to delivering exceptional experiences. Think about how transformative it is for a family to walk into your funeral home after a loved one’s passing and realize that everything has already been taken care of. Stress levels drop, the focus shifts to healing and connection, and your team can focus on providing personalized, compassionate care.

That’s the result of a great preneed experience—and it’s something that can start long before a family’s time of need. By providing a consistent, personalized, and proactive preneed experience, you’re building brand loyalty and creating families who will be fans of your funeral home for years to come.

A proactive approach to preneed ensures that every family, from the moment they first see your marketing message to the moment they finalize their plan, has a seamless and supportive experience.

But this takes a lot more than flipping a switch. Here are a few key steps that will help you unlock your preneed potential.

Sell with Purpose

A preneed appointment isn’t just about discussing service options. It’s about educating families on the emotional and financial benefits of preplanning. The most successful Advance Funeral Planners are those who position themselves as guides and advocates—not just salespeople.

When you approach preneed from this perspective, you’re inviting families to make an informed decision that benefits their loved ones. You’re giving them the chance to leave a legacy, reduce stress for their family, and create space for connection and healing.

This is proactive sales. It’s about more than just "closing the deal." It’s about starting a relationship that lasts. When families walk away from a preneed appointment with a deeper appreciation for your funeral home’s purpose, they’re far more likely to trust you when they need you most.

Build a Follow-up Process that Works

Every family who’s expressed interest in preneed is a family worth following up with. Yet too often, these leads end up sitting in a drawer, a spreadsheet, or a CRM—forgotten until it’s too late.

Here’s the hard truth: The "low-hanging fruit" who are ready to act today is only a small portion of your total potential. Many families need time to consider, reflect, and discuss the idea of preplanning with loved ones. And that’s okay—as long as you have a system for following up.

The key is persistence. Not every family will book an appointment after one call, but with a few gentle touchpoints, you can re-engage them. This is why it’s so important to have a team that’s fully accountable for follow-ups. They’re not just making calls. They’re building lasting relationships.

Go Beyond Clicks & Returns

It’s natural to focus on "vanity metrics" like ad clicks and campaign returns because they’re easy to see and easy to measure.

But the most important metric is what happens after a lead is generated. Did the family schedule an appointment? Did they meet with an Advance Funeral Planner? Did they prearrange a funeral?

For most funeral homes these stages of the preneed pipeline are often unclear or disconnected from the preneed marketing function. This makes measuring them a challenge.

But when you can start tracking and improving these key metrics, you ensure that you’re not just generating leads—you’re converting them into prearranged families.

Tie it All Together

The best systems are invisible. They’re so seamless and well-integrated that it feels like everything "just works."

For a preneed program to reach its full potential, every stage of the pipeline—marketing, follow-ups, sales, and data tracking—must be fully connected. This is the difference between having "pieces" of a preneed program and having a truly proactive system that gets you the results you’re looking for.

The best place to start is by clarifying who is responsible for what. Who’s entering leads into your CRM? Analyzing appointment set rates? Measuring campaign performance? Tracking the number of appointments that hold and do not get canceled?

Every step matters, and accountability and metrics are the best path to improvement.

Conclusion

To sustain a growing preneed program, it’s important to be proactive and keep everyone accountable. Every lead needs a next step, and each of these steps needs to be measured and tracked.

This was one of the first things we realized when we developed ProActive Preneed®. Our system is designed to connect every piece of your preneed pipeline and give every family a clear path forward.

Being proactive should not only generate more quality leads for your funeral home, but it should also result in more quality preneed appointments, more prearranged families, and strong relationships that last.
Learn more about ProActive Preneed® at precoa.com

Discover how to communicate the value of pre-planning at CANA’s 2025 Cremation Symposium this February. Join Tyler Anderson and other expert panelists for an engaging discussion on Cremation Preneed Success: Strategies, Insights, and Innovation in Sales and Marketing. Whether you're new to cremation preneed marketing or a seasoned professional, register now and head to Las Vegas this February 26-28! Learn more at cremationassociation.org/success

Tyler Anderson is senior vice president of business development at Precoa, a preneed company that helps hundreds of funeral homes prearrange more families and grow their markets. Born and raised in the funeral profession, Tyler appreciated the importance of ceremony, ritual, and gathering from an early age. Tyler’s grandfather started his first funeral home in 1944 and the Anderson family continues to own and operate firms in the state of Ohio today. Tyler began his preneed career as an advance planner, then regional sales manager with The Outlook Group, which his father, Charles, founded in 1985. Later, as CEO and President (2010-2016), Tyler helped Outlook Group become one of the nation’s top preneed companies. His unwavering passion to help more families experience a meaningful service fueled his decision to unite with Precoa in 2017. Today he continues to be passionate about sharing a new vision for preneed that helps more families across the country experience a meaningful funeral service. Tyler lives in Portland, OR with his wife, Jana, and daughter, Noemie.

2024 Celebrity Cremations

12/19/2024

As the year draws to a close, we can take time for reflection—pausing to honor the experiences that have shaped us over the past twelve months. For many, this includes acknowledging the losses we’ve endured, from loved ones who have passed to opportunities that have slipped away. Yet, within these moments of grief, there is often a chance to celebrate the lives that touched ours and the resilience that carries us forward. We can treasure the joy they brought, the wisdom they shared, and what they meant to the world and to us.

The memorials for these celebrities show us the importance of taking time to honor the people we care about. Crafting an experience that celebrates what made them special and commemorates what they meant to us grants space for both sorrow and joy and finds meaning and gratitude, even in the midst of loss and change.

All entries appear in alphabetical order by last name.

Shannen Doherty

April 12, 1971 – July 13, 2024

Shannen Doherty began her acting career as a child with her roles in Little House on the Prairie and The Secret of NIMH in 1982 when she was just 11 years old. The cult-classic Heathers and her breakout role on Beverly Hills, 90210 catapulted her to stardom. The confident persona she brought to her characters came from her own strength, something that was invaluable as she faced cancer and maintaining her career.

photo source iHeartMedia, Inc.: Let's Be Clear with Shannen Doherty

In November 2023, Doherty launched the Let’s Be Clear podcast as a live memoir reflecting on her life, work, fame, blessings, regrets and plans for the future. Among those plans were open discussions about downsizing and her final arrangements. She had a list of people she didn’t want to attend her funeral and a better list of the people she would welcome. Her ashes, she said, would be mixed with those of her father and dog, and her celebration of life would be a lovefest so she would be surrounded by the ones who loved her best. After her death, her podcast became a space for loved ones to remember her and her impact, as well as continue her honesty and strength in facing life head on.

photo source iHeartMedia, Inc.: Let's Be Clear with Shannen Doherty

Louis Gossett Jr.

May 27, 1936 – March 29, 2024

photo source FAME CHURCH LOS ANGELES: Celebrating the Life of Mr. Louis Gossett Jr. (recorded livestream)

Louis Gossett Jr. made his Broadway debut in 1953 at just 16, and his career continued to flourish for the next 70 years. He performed onstage alongside the likes of Sidney Poitier and Ruby Dee, before landing his television role in the acclaimed series, Roots, in 1977 and establishing his fame in households across the country. That performance earned him an Emmy, but his career would garner many more awards, including an Academy Award for Best Supporting Actor for his role in An Officer and a Gentleman in 1982. His win was the first time the Academy recognized an African-American actor in this category, and his career and life were devoted to breaking down all barriers for people of color in society. In 2006, Gossett founded the nonprofit Eracism Foundation to eradicate the systematic impacts of all forms of racism by providing programs that foster cultural diversity, historical enrichment, education and anti-violence initiatives.

Louis Gossett Jr., died shortly before the release of IF, one of his final performances. Moviegoers who stayed for the credits got to see a tribute to the man who voiced an animated bear and beloved leader in the film. His celebration of life brought people together at the Fame Church in Los Angeles to remember a career and life shaped by more than 70 years of committed dedication to his craft and community.

photo source FAME CHURCH LOS ANGELES: Celebrating the Life of Mr. Louis Gossett Jr. (recorded livestream)

Pete Rose

April 14, 1941 – September 30, 2024

photo source MLB Cincinnati Reds: Pete Rose Tribute - Pete Rose Visitation at Great American Ball Park

Peter Edward Rose, Sr., was Major League Baseball's (MLB) all-time hits leader, earning the nickname "The Hit King." Also known as “Charlie Hustle,” Rose was famed for his award-winning tenure with the Cincinnati Reds as No. 14. He was Rookie of the Year in 1963, National League MVP in 1973, and World Series MVP two years later. Rose holds the major league record for 3,562 games played, 15,890 plate appearances, and 4,256 hits batting .303 overall, and earning his place in the Red’s Hall of Fame in 2016. Unfortunately, his banishment from the league for betting made him ineligible for the National Hall of Fame, but his legacy lives on.

Rose’s daughters and the Reds hosted a public visitation at the Great American Ball Park on November 10. Over the space of 14 hours, people arrived to celebrate his talent, to relive memories, and see all he accomplished. Wednesday, May 14, 2025, will be “Pete Rose Day” for the Reds, with events in the works to celebrate his legacy. The first pitch of that game—against the Chicago White Sox—is scheduled for 7:14 PM, in honor of Rose's number 14.

photo source MLB Cincinnati Reds: Pete Rose Tribute: Pete Rose Visitation at Great American Ball Park

Dame Maggie Smith

December 28, 1934 – September 27, 2024

Margaret “Maggie” Natalie Smith began an acting career in 1956 that would span six decades and cross all mediums of stage, screen, and television. She won her first Academy Award in 1965, but she would go on to earn a Tony Award, four Primetime Emmys, five British Academy Film Awards, three Golden Globes, five Screen Actors Guild Awards, a second Oscar, and the title Dame Commander of the Order of the British Empire. It is impossible to summarize her massive career in these few short paragraphs, but in recent years she has been best known as the matriarch of the Crawley family, Dowager Countess of Grantham on Downton Abbey, and the no-nonsense, sometimes-feline instructor at Hogwarts School of Witchcraft and Wizardry, Professor Minerva McGonagall, in the Harry Potter film series.

photo source @sarah.webb22 (TikTok)

In keeping with her closely guarded private life, Smith’s funeral was limited to friends and family. Publicly, her legacy has been fêted on both sides of the pond. Honoring the tradition for acclaimed stage actors, theatre lights were dimmed from London’s West End to New York’s Broadway. On September 28, Harry Potter fans gathered below Hogwarts at Universal Studios in Orlando, Florida, to raise their wands and remember how her presence cast a spell over her admirers—as it doubtless will for generations to come.

photo source @sarah.webb22 (TikTok)

Grizzly 399

1996 – October 22, 2024

photo source Grizzly 399 Candlelight Vigil Livestream (recorded)

Grizzly #399 was tagged such in 2001 as part of a long-term research project by the Interagency Grizzly Bear Study Team in Grand Teton National Park. She soon became famous as a matriarch of the area, successfully raising 22 cubs and grandcubs and earning the title Queen of the Tetons. Grizzly #399 was a celebrity who inspired nature-lovers, garnered dedicated fan pages, a documentary, books, merchandise in her likeness and even a whiskey. Tragically, her reign ended in October when she was killed in traffic collision.

The public called on the government to give her a remembrance fitting her status, so U.S. Fish and Wildlife Service arranged for her cremation. Together with National Park Service Rangers, her cremated remains were scattered where she was born: in the Pilgrim Creek area of Grand Teton National Park. Her documentarians livestreamed a celebration of life to share memories and talk about Grizzly 399’s legacy. Fans gathered on November 2 to hold a candlelight vigil in Jackson, Wyoming, and share the impact she made on the Parks and their lives. As in life, her lasting legacy will be to inspire awareness about bear and nature conservation to protect our parks and wildlife to ensure a future where generations of bears and humans thrive.

photo source Grizzly 399 Candlelight Vigil Livestream (recorded)

Patty Jo Watson

April 26, 1932 – August 1, 2024

photo source Mount Auburn Cemetery: Memorial Service for Patty Jo Watson (screencap)

Patty Jo Watson credited Agatha Christie’s archaeological memoir Come, Tell Me How You Live as her inspiration to pursue archaeology. Her studies took her to the fertile crescent of the Middle East and later into the Mammoth Cave system in Kentucky to recover remains of domesticated plants and animals. Her innovations to interdisciplinary archaeological practice and the introduction of recreations of ancient lifeways are credited with greater efficiencies in fieldwork and the understanding of humanity, earning her accolades and awards throughout her career. Both in the field and the classroom, Dr. Watson was recognized as a mentor and inspiration for generations of researchers to come, particularly as a woman in a male-dominated discipline within the male-dominated field of science.

After her death, her memorial reflected her life and work of unearthing long-buried memories from the ground. The cremated remains of Patty Jo Watson and her husband and fellow cave researcher, Richard A. Watson, were reunited at Spruce Knoll of the historic Mount Auburn Cemetery where nature dominates among tall pines and spruces without markers for those scattered in the groundcover beds below.

photo source Mount Auburn Cemetery: Memorial Service for Patty Jo Watson (screencap)

Carl Weathers

January 14, 1948 – February 2, 2024

Carl Weathers began his career in the public eye as a linebacker in the National Football League with the Oakland Raiders before being cut after football coach and sports announcer John Madden deemed him “too sensitive.” After moving on to the Canadian Football League, Weathers put himself through school to earn a Bachelors in Drama, putting his ”certain amount of sensitivity” to work as an artist. Soon after, he landed the career-launching role of Apollo Creed in the Rocky franchise. He continued performing on the big and small screens, in the action-adventure, humor and animation genres, both in front and behind the camera as director, delighting fans for 50 years.

photo source IG@mstradford

Weathers appeared in an ad during Super Bowl LVIII, uniting his experience on the football field and the stage. He died just before it aired on game day but, with his family’s approval, the ad ran with an extra note of gratitude for all he gave the profession. The Directors Guild Association and Foundation recognized his more than 20 years of service and mentorship by renaming their Carl Weathers Memorial Golf Tournament for him in honor of his passion for the game. On June 23, the industry held a private service for him to remember all the care and passion he brought to his work and his life.

photo source IG@mstradford

Fernando Valenzuela

November 1, 1960 – October 22, 2024

photo source Cathedral of Our Lady of the Angels: Funeral Mass for Fernando Valenzuela

Fernando Valenzuela took Major League Baseball (MLB) by storm in 1981 as the first (and, so far, only) player to win both the National League Cy Young and Rookie of the Year awards in the same season when he joined the Los Angeles Dodgers. Not only did “El Toro” impress the league and baseball fans, his talent on the pitcher’s mound drew the attention and passion of Latino viewers in LA and across his home country of Mexico as they listened to the Spanish-language broadcast, kicking off a wave of “Fernandomania.” Due in part to Valenzuela’s screwball, the Dodgers won the World Series that year and again in 1985. At one point, his fame and skill made him the highest paid pitcher in the League. He continued his career with the MLB as a player then transitioned to commentator right up through the start of the most recent season, when he stepped away from the mic for health reasons.

Breaking with the tradition of only retiring the numbers of National hall-of-famers, on August 11, 2023, the Dodgers retired his number 34 in a ceremony on what was named “Fernando Valenzuela Day.” Three days before the opening of the 2024 World Series between the LA Dodgers and the New York Yankees, Valenzuela died. Before Game 1, former teammates placed what would have been the first pitch on the pitcher’s mound which had been painted with No. 34 and the crowd held a moment of silence in his honor. When the Dodgers returned from the Series victorious, the celebratory parade coincided with what would have been Valenzuela’s 64th birthday and fans sang “Happy Birthday” along the route while the players kept his legacy for their team in mind during the festivities. In the Cathedral of our Lady of Angels on November 6, Valenzuela’s family invited the public to his funeral Mass, livestreamed for his fans around the world, before his cremation and interment at Forest Lawn Memorial Park in Hollywood Hills.

photo source Cathedral of Our Lady of the Angels: Funeral Mass for Fernando Valenzuela

Catch up on posts from other years: 2019 ● 2021 ● 2022 ● 2023 ● 2024

This post only captures a few of the many people we've loved and lost this year. For a list of celebrities and notable peoples' deaths and dispositions, we suggest FindAGrave.com.

Bridging Hospice and Funeral Services: A Compassionate Continuum of Care

12/3/2024

Hello, everyone! My name is Greg, and I am thrilled to invite you to join me at CANA’s 2025 Symposium in Las Vegas this February. This year, I have the privilege of presenting a program that is close to my heart, titled “Bridging Hospice and Funeral Services: A Compassionate Continuum of Care." In this session, we will explore the vital relationship between funeral and cremation professionals and hospice providers, and how you can foster meaningful and impactful collaborations. I'm excited to share insights, strategies, and real-world examples that will empower you to enhance your services and truly resonate with the needs of hospice care teams, patients, and families.

One of the key takeaways from my program is the significance of cultivating strong relationships with local hospice providers. As funeral and cremation professionals, it's essential to understand the unique challenges and needs of hospice care team members. By establishing meaningful connections with hospice organizations, you can ensure that your services are compassionate, thoughtful, and aligned with the expectations of the individuals and families cared for by hospice. You will walk away with insights into how these partnerships can lead to more personalized and supportive experiences for care team members, patients, and families during their most difficult times. Those efforts will truly make you a part of the continuum of care. Remember, your role goes far beyond managing the logistics of death care. You are an integral participant in continuing the holistic care that families and their loved ones have received from hospice providers.

Finding Funeral-Hospice Synergy

I understand the frustration funeral and cremation providers feel. For decades, hospice providers were often viewed by the medical profession as simply the "end of the line," with little attention given to the critical transition from curative treatment to compassionate end-of-life care. This perception made it challenging for hospices to communicate their mission and highlight the benefits of their services for terminally ill individuals and their families. I know it’s not uncommon for you, as a funeral and cremation provider, to face a similar challenge as you strive to connect with hospices.

Throughout our session, I will share successful collaboration ideas that have been proven to enhance the synergy between funeral providers and hospices. These strategies are designed to benefit both parties, creating a win-win situation that ultimately leads to better care for families. From joint community outreach programs to integrated support services, these examples will provide attendees with practical tools and inspiration to implement similar initiatives in their own communities.

Relationship Management in the Digital Age

Another critical component of our discussion will focus on utilizing Hospice Medicare Death Data. This data presents a wealth of opportunities for collaboration between funeral and cremation providers and hospice organizations. By analyzing this information, you can identify the number of hospice providers in your area and the annual volume of patients they serve. You’re looking to uncover potential partnerships that may have otherwise gone unnoticed and which organizations are most active and potentially aligned with your funeral home's services. You may even be surprised by the number of hospice providers located near you.

In addition to data management, another consideration in today's digital age is Customer Relationship Management (CRM) systems. They play a crucial role in managing and nurturing connections with hospice providers. During our program, I will talk about the importance of CRM systems in ensuring that every interaction is personalized and thoughtful. This will include an inside look at our new CRM called The Healthcare Relationship Management System. I know the importance of time management and that you and your team are wearing multiple hats. The key is to streamline communication, track interactions, and maintain strong, lasting relationships with hospice organizations. That way the focus is more on compassionate care and collaboration and not administrative tasks.

Making Funerals and Memorials an Extension of Hospice Care

Finally, I will discuss the importance of a well-crafted strategic plan that aligns with both the funeral provider's goals and the expectations of hospice organizations. A strategic plan serves as a roadmap for sustainable and impactful collaborations. Attendees will gain insights into how to develop a plan that not only meets immediate needs but also lays the groundwork for long-term partnerships. By aligning your goals with those of hospice organizations, you can create a cohesive and symbiotic relationship that benefits all parties involved. If you have heard me speak before you know I always stress the importance of a WHY statement. I will share some examples in Vegas.

As a token of appreciation for your attendance, everyone will receive a copy of the book I co-wrote with Lacy Robinson, Engaging the Heart of Hospice - Making Funerals and Memorials an Extension of Hospice Care. This book offers additional insights and guidance for fostering meaningful collaborations. It is our hope that this resource will serve as a valuable tool as you continue to build bridges between funeral homes and hospice providers.

I am truly excited to engage with you at CANA’s 2025 Symposium and explore the opportunities for collaboration between funeral and cremation professionals and hospice providers. By building strong relationships, leveraging data, and implementing proven strategies, you can enhance the care you provide and make a positive impact on the lives of hospice patients and their families. See you in Las Vegas!

Greg Grabowski takes the stage for CANA's 2025 Symposium this February 26-28 in Las Vegas! In his keynote, Greg will explore how funeral professionals can become integral resources in supporting hospice care efforts and healthcare resources, fostering a seamless transition for families as they navigate end-of-life. He will provide attendees with actionable strategies to engage both their hearts and their skills in delivering value to the healthcare continuum. See what else we have planned and register today!

In 2025, we're exploring success at every step: from pre-planning to at need and aftercare practices, the CANA Symposium is your space to discover solutions that work for your business and your families.

Now through December 8, save 10% on Attendee Registration with code CYBERCANA — it's our gift to you this holiday season!

Since 1999, Greg Grabowski has been a trailblazer in hospice care, bringing visionary leadership and entrepreneurial expertise to the forefront. With extensive experience across nonprofit, for-profit, and national hospice organizations, Greg has transformed cultures, driven growth, and fostered leadership development.

As a partner at Hospice Advisors and Hospice Insights for over eight years, Greg has specialized in helping hospice and funeral professionals, including cremation providers, enhance their operations, expand services, and strengthen partnerships. His expertise in leadership coaching, strategic planning, and mergers has been instrumental in improving care quality and operational efficiency. Co-author of Engaging the Heart of Hospice with Lacy Robinson, Greg emphasizes how funeral and cremation services can be meaningful extensions of hospice care.

A dynamic speaker, Greg inspires funeral and cremation professionals to embrace innovation, build lasting connections, and deliver impactful care for families navigating loss.

Winter is Coming: Protecting Your Employees in Cold Weather

11/12/2024

The winter season extends from December through February and will be here before you know it bringing the potential hazards associated with winter with them. According to the National Oceanic and Atmospheric Administration (NOAA), snow forecasts are generally not predictable more than a week in advance. So, it is not too early to prepare your business for winter weather events – even if you currently see blue skies and not a snowflake in sight.

“BUT WAIT!” you may think, “Aren’t I on the CANA blog? Why are they talking about the weather?” My response is – to keep your employees safe and your business protected from the cost of safety violations. Because that is what we do at Regulatory Support Services for CANA Members and the funeral profession. We want to remind you to be prepared for the effects of winter, particularly as NOAA predicts some areas of the hemisphere to feel colder and snowier than last year. Read on.

Although the Occupational Safety and Health Administration (OSHA) does not have specific standards which cover working in cold temperatures, employers have a responsibility to provide employees with a working environment which is free from recognized hazards, including winter weather related hazards, which are likely to cause death or serious physical harm to them (Section 5(a)(1) of the Occupational Safety and Health Act of 1970). Here are 8 ways you can prepare your employees for the winter weather ahead:

1. Train Employees to Recognize Cold Stress

What is cold stress?

Cold stress refers to environmental conditions (e.g., air temperature/humidity, windchill temperature, rain, and inadequate clothing for protection) in which body heat is lost to the environment at a rate that is faster than the body can produce heat. When the body is unable to warm itself, serious cold-related illnesses and injuries may occur, and permanent tissue damage or even death may result. Examples of cold stress include trench foot, frostbite, and hypothermia.

Cold stress and its effects can vary across different areas of the country. In regions that are not used to winter weather, near freezing temperatures are considered factors for “cold stress.” Increased wind speed also causes heat to leave the body more rapidly (wind chill effect). Wetness or dampness, even from body sweat, also facilitates heat loss from the body. OSHA provides a guide – Cold Stress Safety and Health Guide – which expands upon these topics and can assist in the recognition of cold stress and actions that can be taken to address it.

2. Train Employees to Respond

Use the resources made available to you to train your employees to respond effectively to the onset of cold stress including topics outlined below:

How to recognize the symptoms of cold stress, prevent cold stress injuries and illnesses
The importance of self-monitoring and monitoring coworkers for symptoms
First aid and how to call for additional medical assistance in an emergency
How to select proper clothing for cold, wet, and windy conditions
How to navigate winter weather related hazards such as slippery roads and surfaces, windy conditions, and downed power lines

3. Implement Safe Work Practices

Safe work practices which can be implemented by employers to protect employees from injuries, illnesses and fatalities include:

Providing employees with the proper tools and equipment to do their jobs
Developing work plans that identify potential hazards and the safety measures that will be used to protect employees
Scheduling maintenance and repair jobs for warmer months
Scheduling jobs that expose employees to the cold weather in the warmer part of the day
Avoiding exposure to extremely cold temperatures when possible
Limiting the amount of time spent outdoors on extremely cold days
Using relief employees to assign extra employees for long, demanding jobs
Providing warm areas for use during break periods
Providing warm liquids to employees
Monitoring employees who are at risk of cold stress
Monitoring the weather conditions during a winter storm, having a reliable means of communicating with employees and being able to stop work or evacuate when necessary
Having a means of communicating with employees, especially in remote areas
Knowing how the community warns the public about severe weather: outdoor sirens, radio, and television
The National Oceanic and Atmospheric Administration (NOAA) provides multiple ways to stay informed about winter storms. If you are notified of a winter storm watch, advisory or warning, follow instructions from your local authorities: NOAA Weather Radio

4. Train Employees with High Weather Exposure Responsibilities to Dress Properly for the Cold

Dressing properly is extremely important to preventing cold stress. An employee should wear:

At least three layers of loose-fitting clothing
An inner layer of wool, silk or synthetic (polypropylene) to keep moisture away from the body
A middle layer of wool or synthetic to provide insulation even when wet
An outer wind and rain protection layer that allows some ventilation to prevent overheating
A Knit mask to cover face and mouth as is appropriate for the situation
A Hat that will cover both ears and will help reduce the loss of body heat
Insulated gloves to protect the hands
Insulated and waterproof boots to protect the feet

5. Consider Providing Protective Clothing that Provides Warmth

Employers must provide personal protective equipment (PPE), for example, fall protection, when required by OSHA standards to protect employees’ safety, and health. However, in limited cases specified in the standard, there are exceptions to the requirement for employers to provide PPE to employees. For instance, there is no OSHA requirement for employers to provide employees with ordinary clothing, skin creams, or other items, used solely for protection from weather, such as winter coats, jackets, gloves, parkas, rubber boots, hats, raincoats, ordinary sunglasses, and sunscreen. However, depending on the employee’s assigned responsibilities, many employers provide their employees with winter weather gear such as winter coats/jackets and gloves.

Learn more about PPE requirements and how to design an effective PPE program: Personal Protective Equipment.

6. Prevent Slips on Snow and Ice

This may seem obvious, but it must be mentioned. To prevent slips, trips, and falls, employers should clear walking surfaces of snow and ice, and spread deicer, as quickly as possible after a winter storm. In addition, the following precautions will help reduce the likelihood of injuries:

Wear proper footwear when walking on snow or ice is unavoidable because it is especially treacherous
Wear a pair of insulated and water-resistant boots with good rubber treads should be worn for walking during or after a winter storm
Take short steps and walk at a slower pace to optimize reaction time when it is necessary to quickly respond to a change in traction while walking on an icy or snow-covered walkway

7. Plan Ahead for Safe Snow Removal

Provide required fall protection and training when employees are working on the roof, in trenches, or on elevated heights
Ensure ladders are used safely
Use extreme caution when working near power lines
Prevent harmful exposure to cold temperatures and physical exertion

OSHA has prepared a guide to safe snow removal. You can find it here: Snow Removal: Know the Hazards (osha.gov)

Regulatory Support Services encourages you, at this time, to review your winter weather plans, assure your employees are properly trained, and determine whether the supplies and equipment needed to protect against winter hazards are available to you and your employees. Contact us if you need assistance in reviewing your winter hazards plan or would like additional information to assist you in enhancing your plan for protection. Stay warm. Stay safe.

This post, originally published in January 2021, is provided by Regulatory Support Services, Inc. for informational purposes only. Nothing contained in this publication should be construed as legal advice. It is always recommended that you consult your legal counsel for legal advice specific to your business.

CANA members receive a 10% discount on annual contract for OSHA and other training, services, and guidance from Paul Harris and Regulatory Support Services.
Not a member? Consider joining your business to access tools, techniques, statistics, and advice to help you understand how to care for your employees to care for your business.

Paul Harris is President and CEO of Regulatory Support Services, Inc., a company founded in 1994 and specializing in regulatory compliance consultation to the death care profession. He holds a North Carolina Funeral Service license and prior to joining the company was the Executive Director of the North Carolina Board of Funeral Service from 2004 until early 2012. Additionally, Paul served as the OSHA compliance officer for a large North Carolina-based funeral home and has 30 years of first-hand knowledge of regulatory compliance issues.

Transfiguring the Dead

10/22/2024

Spiritualists were among America's earliest cremation adopters.

Death is often considered a mysterious phenomenon that disconnects the soul from the body. In its very essence, death is believed by most to be that separation of ethereal from physical – a transcendence to another plane of existence for the spirit. With the great mystery of death, it is no wonder that the occult is so closely tied with death and this disconnection.

This was especially true during the years following the American Civil War – a time when few households had not experienced mourning and even tragedy. With the era also being a time of great exploration in religion, science, spirituality, social issues and medicine, many of the practices that are commonplace in society at present found footing in this time of growth and development in American history, and the cremation movement in America is one such example.

The modern cremation movement – that is, the time of experimentation and research of reducing the dead to basic elements in a controlled crematorium environment – began as a sanitary necessity due to the overcrowded conditions of cemeteries in major metropolitan areas. In many cities, decomposing bodies caused fresh drinking water to become contaminated, so encouragement of dissolution of this organic matter by heat and flame began.

It was not long, however, before religious discussion became part of the cremation question. More liberal Christian denominations (namely the Methodist Episcopal Church, Unitarians, Universalists, and the like) accepted cremation as did reformed Judaism. Occultists, too, had their own ideas of cremation and its benefits for the dead in the Beyond, while more conservative and orthodox religions denounced it as an evil that burned the body in the physical realm and the soul in the spiritual realm, and a "rebellion against the government of Christ."

The Funeral and Cremation of Baron de Palm

Enter Henry Steel Olcott – a well-known New York attorney who had investigated the Lincoln assassination. Olcott's life changed while on assignment Vermont investigating the spirit happenings of the Eddy brothers, two famous mediums of that era. There he met Helena Blavatsky and the two would soon establish one of the most enduring of occult philosophies in the history of the modern world, Theosophy.

But for our story, Henry Steel Olcott takes a different role, that of the originator of the first modern cremation in America. One of the members of the Theosophical Society, a German named Joseph Henry Louis de Palm, had no family and few friends, his only connections being with the Theosophical Society in New York. With the discussion of cremation in the 1870s dominating newspapers across the country, it was de Palm's wish that his remains be cremated at his demise, and he asked Olcott to see it through. When his death occurred in the spring of 1876, Olcott announced that de Palm would be cremated following his Theosophist funeral at the Masonic lodge in Manhattan.

As with many of the social, religious, and reform movements in America, there was no precedence, so the press reacted the only way they knew how: massive coverage by many of the most vocal and opinionated reporters of the day.

De Palm had requested Olcott to "perform [his] last offices in a fashion that would illustrate the Eastern notions of death and immortality;" and perform he did. The funeral was a grand demonstration of Theosophical ideas and values that dominated newspapers nationwide. A few months later, Olcott transported de Palm's body to Washington, Pennsylvania to be the first person cremated in a modern crematory, another event that garnered great media attention.

Cremation’s Role in Theosophy and Spiritualism

Early on, cremation was adopted by Theosophists and Spiritualists and this paradigm was primarily rooted in the belief that the process of cremation was the etherealization of the body. Cremationists of the time were essentially occultists in practicing the process of purifying the remains by fire, dissolving the mortal flesh, and literally causing the body to become spirit, an idea that had its roots in ancient Germanic, Greek, and Roman beliefs. For them, the process of burning the body was the transfiguration of the spirit. allowing it to move to its next plane of existence.

The American Theosophical Society held this belief also, stating, "Slow disintegration of the body after burial tends to hold the soul earthbound but cremation frees it instantly, thereby allowing the spirit to communicate at once."

A further unique idea that cremationists and occultists held in common with ancient civilizations regarding cremation was the belief that the urn became the new physical identity for the deceased. Often, these urns were placed in a columbarium, which, like its cemetery cousin, was often regarded as a place where the veil was thinnest between the land of the living and the dead.

A notable example occurred in Philadelphia where a local attorney who was a prominent Spiritualist in Philadelphia circles became the first person cremated in the crematory there in May 1888. He vowed in life to return in death to "scenes of his life" – and that return purportedly happened a few months later in the dark of night when the crematory's caretaker claimed that he saw him materialize.

Similarly, the president of the crematory in Queens, New York, experienced a fantastic sight when, while one night awaiting a funeral that was arriving late, the columbarium came alive, and he was treated to a "spiritual levee" of its inhabitants. It is unclear whether it was clairvoyance or reverie that stirred his sight – and before he can decide the funeral arrives. "The big lantern throws a ray of light across the room" – distracting his attention, and when he turns back, "all somber stand the many urns in their places as before."

While the cremation movement in America was urged early for sanitary reasons, it was clear that both Spiritualists and Theosophists saw in it advantages for the transition of the spirit from this realm to the next: the symbolism of the soul's journey to the next realm, a new earthly identity, and transfiguration from physical to spiritual into the Beyond.

This article originally appeared in the Fall 2023 issue of The Austin Séance Quarterly Journal, a print publication devoted to the history and practice of Spiritualism and is republished here with permission. For more information about The Austin Séance Quarterly Journal, go to TheAustinSeance.com.

As the Halloween season creeps in with its playful frights and deeper reflections, it’s the perfect time to learn about the fascinating intersection of cremation and spiritualism. Just as Halloween invites us to explore with the mysteries of life and death, cremation symbolizes a transformation—where the body returns to the elements, freeing the spirit for its next adventure. In the spirit of the season, CANA hopes you enjoyed this glimpse through the veil of history and embrace the spooky fun while honoring the sacred journey of the soul.

Jason Ryan Engler is a licensed funeral director and is considered a thought leader in cremation products and merchandising. Known to many as the Cremation Historian, he is the historian for the Cremation Association of North America and is the cremation historian for the National Museum of Funeral History. He is the regional sales manager for the Wilbert Group in Kansas / Northwest Missouri and lives in Kansas City with his miniature dachshund, Otto.

Honoring Multicultural Cremation Traditions: Celebrating the Day of the Dead

10/7/2024

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:

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

Celebrating the Day of the Dead

Foundation Partners’ Valley Memorial Park team serves many Mexican families in the Portland suburb of Hillsboro, where nearly one-third of residents identify as Hispanic or Latino. Annual Dia de los Muertos (Day of the Dead) celebrations, held in late October/early November, are extremely important to these families. Rooted in the rituals of the aboriginal American Indian cultures that evolved in Mexico and Central America and later adopted as All Souls Day in the Catholic Church, Dia de los Muertos is a Mexican holiday in which the spirits of the dead are believed to return home and spend time with their relatives. Families build alters and decorate them with yellow marigolds, candles, family photos and tissue-paper skulls to honor their deceased loved ones. Food and beverage offerings are a large part of the celebrations.

During Valley Memorial’s Dia de los Muertos celebration, the community gathers to “revel in the spirit of those who live on in our hearts.” Residents are invited to bring photos or mementos of their deceased loved ones to contribute to a communal alter, share in stories, enjoy Mariachi music and dine at food trucks. A local Catholic priest conducts a brief service in Spanish at the altar, which is placed at the foot of the statue of Our Lady of Guadeloupe, who holds a special place in the religious life of Mexico.

While the majority of Mexican Americans still choose traditional burial, cremation is increasingly popular among families of Mexican origin in the Portland Metro Area.

Providing Cross-border Funeral Services

In a country where ancestors are honored and death is regarded as a constant presence, another Mexican tradition is the wish to be buried in one’s place of origin. At Mexico City International Airport, more than 300 bodies arrive each month and this is just one of many ports of entry for remains from the U.S.

Our bilingual team at Samaritan Funeral & Cremation Services, with two locations in Phoenix, Arizona, is on the front lines of repatriation of remains for the area’s Mexican population. English is a second language for 30 to 40 percent of Samaritan’s clients. Our team works closely with the local Mexican consulate and has built a solid reputation for compassionately and professionally serving families who wish to ship their loved ones’ remains back to their native countries.

“No other funeral home in Phoenix does as many ‘ship outs’ as Samaritan,” said Venitria Curtis, lead funeral director. “Traditional burial remains the most popular choice for Hispanic families in our area, but that is slowly changing with many more Mexican American families choosing cremation. In the past, we would not even discuss cremation with a Hispanic family, but today that conversation has become much more acceptable. The trend began about eight years ago, but the COVID-19 pandemic played a big part in accelerating acceptance of cremation among these families.”

Understanding New Vatican Guidance on Handling Cremains

Although the Vatican forbade cremation for centuries, the Church amended its Code of Canon Law in 1963 to lift the ban on cremation with several caveats, including: ashes must be placed in a proper vessel in a “sacred” place and may not be scattered or divided among family members. Cremation has been gaining popularity in American Catholic communities ever since. The Vatican provided further instruction on the disposition of cremated remains in 2016 and, today, nearly one-third of American Catholic families opt for cremation.

Additional guidance from the Vatican on handling cremated remains was issued in December 2023 in response to the increasing numbers of Catholics who want to scatter the ashes of their loved ones in nature. The Vatican Dicastery for the Doctrine of the Faith upheld the rule mandating that the ashes of the deceased be preserved in a consecrated place, but also said family members could request "a minimal part of the ashes" be kept in a sacred place of "significance for the history of the deceased person." The dicastery also said a parish or diocese could establish "a defined and permanent sacred place" where the cremains of multiple people would be commingled and preserved together.

While the new instructions may seem like good news for many Catholics, the practical application of these rules are not crystal clear. Steve Trevino, a 45-year funeral service veteran, founder and current funeral director at Ponderosa Valley Funeral Services in Parker, Colorado, said this issue has caused many discussions with families over the years.

“As active members of the local Roman Catholic community, my wife, Nanci, and I serve a large number of Catholic families and they have been requesting options for memorializing their cremated loved ones for a long time,” Steve said. “We don’t represent the Church, but we share the rules as we know them, and this issue has caused many families to walk away from those discussions very disappointed. Many have opted to disregard church rules. The bottom line for funeral professionals is that our obligation is to each family we serve and it’s their decision. We always advise families to seek the advice of their priests.”

Steve and Nanci reached out to several local priests following the dissemination of the new guidelines and received feedback contrary to the popular interpretation of the new rules. This is an area that will require further clarification from the Vatican and one that funeral professionals in Catholic communities will be wise to monitor.

Cultural and Religious Diversity are Here to Stay

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.

This post excerpted from an article by Holly Escudero published in The Cremationist volume 60, issue 1 in January 2024. You can find part one on honoring Buddhist traditions here. Members can read the full article by logging in to the CANA website. Not a member yet? See the full benefits of membership and join today!

Each year in the United States, National Hispanic Heritage Month is the time to celebrate the histories, cultures and contributions of American citizens whose ancestors came from Spain, Mexico, the Caribbean and Central and South America. From September 15 through October 15, this month encompasses many countries' independence celebrations as well as Día de la Raza, Día de los pueblos originarios y el diálogo intercultural, Día de las Américas, Pan American Day, or Indigenous Peoples' Day on October 12 (also recognized as Columbus Day).

As experts in service, expanding your cultural IQ not only helps you serve your whole community, but also helps them to know they can turn to you when in need. Take some time during Hispanic Heritage Month – and year-round – to learn something new about the people in your community.

Winter Park, Florida-based Foundation Partners Group is one of the industry's most innovative providers of funeral services and the second-largest funeral home group in the country based on the number of families served. Foundation Partners owns and operates a network of over 250 funeral homes, cremation centers and cemeteries across 21 states. Our deep understanding of technology and customer experience-centered approach allows us to deliver truly innovative and compassionate care to the families we serve. Visit www.foundationpartners.com to learn more. 

Cremation School is in Session

9/4/2024

For tens of millions of kids around the world, the new school year has begun. But why should students have all the fun? CANA’s here with the 3Rs to start the (school) year off right for your business!

Reading: Data Tells a Story

I had the opportunity recently to present to a small classroom of savvy cemetery and funeral home managers. They hailed from nine states and represented a mix of nonprofits, for-profits, and combo business models. It was a remarkably diverse group that had one common struggle – getting good data out of their businesses.

And why is good data important? Our business data tells us our past, sets expectations for our present and, if we’re lucky, can help predict the future. For instance, CANA’s research has taught us that so-called “direct cremation” consumers opting for no service are actually just choosing not to plan an event with the cremation provider and are conducting services on their own. CANA’s statistics data has helped us plan for a future in which cremation is the preference for a majority of consumers. Time and again, data from CANA and others has proven that the #1 reason consumers choose cremation is no longer price but personal preference.

Cremation is the new tradition. It’s here to stay. What does your business data say about that? By now, you should know exactly what it costs to cremate a body along with all of the attendant administrative expenses. If cremation is a cheaper option you offer, it validates the public’s decision to keep up their tradition. Hence, the question I put before the class: Will you make it financially sustainable?

‘Riting: Disruption and Profitability / dis·rup·tion and prof·it·a·bil·i·ty

Business models change. We live in a world where disruption is a business model and a widespread career goal. Think about how frustrated you are with new employees constantly asking “Why?” They aren’t disrespecting you. They are genuinely interested in understanding and also finding efficiencies and new ways to serve.

CANA members have figured out how to make cremation profitable – and it can require disrupting some long-held processes. It comes down to a few simple rules:

Change your business model.
Offer services that people want.
Practice personalization in those services.
Present merchandise options that support the services and personalization that your families share with you.

This is easier to write about than it is to actually do. This kind of change is hard and time consuming. But, since urn sales will never replace casket sales, it means you must focus on services. Cremation families definitely memorialize their loved ones. The question is whether they will choose to do so with or without your help: your planning skills, your chapel space, or your cemetery placement.

There is a continuum of cremation providers serving families, and you may own businesses at every point of that continuum, from online arrangements and storefront branches to brick-and-mortar full-service funeral homes on cemetery property. Or perhaps you only own one or two along those lines and are considering opening more. Or you could be in the uncomfortable position where your business offers cremation subsidized by casketed burial. That is the worst-case scenario, but it’s not irreversible.

In order to sustain your business and serve your community, you need to seek sustainability and one element of that is profitability. Regardless of the size and scope of your current business, profitability pays your employees, feeds your family, and seeds future growth.

‘Rithmatic: Get Out Your Calculators

Now we’re back to our company data and your homework assignment. Fortunately, it’s open book and you can turn to your neighbor for help. In fact, I encourage you to talk about your data, your challenges, and your success with the colleagues you trust. Our classroom was a great spot for discussion and so is the upcoming CANA Convention – anywhere you can network with professionals with experience in what you’re working to achieve.

The remainder of this post is a series of questions for you to ask your accountants or attempt to find among your spreadsheets and software. I propose this process:

Benchmark – what are your state/provincial, county, regional or market numbers? CANA can help with some of those statistics, but so can local resources like your library.
What are your cremation numbers? At a minimum, measure cremation calls – direct and with services or merchandise sold. Bonus points for calculating average revenue per cremation contract and discussing these numbers with your team.
How do these numbers align with your strategic plan? Are you valuating your business for a generational transfer or sale? Or maybe you’re a new owner servicing a lot of debt? The solution to all is maximizing revenue and lowering expenses.
How can you maximize revenue, keep expenses down, and maintain your high level of service to your communities? I don’t have an answer to this one, but you will find the right solutions. Note the plural – solutions – it may take some trial and error.
Tell your story – you will not sell what you do not market. Are you spending more on marketing your low-cost options, and are you surprised that is what you are selling?

Below is the worksheet I created for class discussion. Challenge yourself to answer as many of these questions that apply to your business as possible. Think about and discuss the questions with your advisors and staff you trust. Attend a CANA meeting and network with attendees to learn new strategies. Then repeat in future years.

Homework for Funeral Home and Cemetery Owners and Managers

Complete the following worksheet to the best of your ability. Prepare to discuss with your leadership team, accountants, etc.

Complete as much as you can based on your business operations. If you can’t complete a question, ask yourself why. If you aren’t currently tracking that information, consider starting to do so.

NOTE: All questions are related to cremation cases only.

Funeral Home

Number of cremation calls to date in 2024:
1. _______ cases
2. _______% of total cases (cremation + burial)
Total cremation revenue to date in 2024: $_________

Now, gather the same information for the past three years.

What trends emerge?
1. How many cases were embalmed?
2. What was your service revenue?
3. Merchandise revenue?
4. Cremation profit?
5. What was your average cremation contract?
List the most popular things sold beyond cremation disposition. (i.e. urn type, keepsake, etc.)
1. .
2. .
3. .
4. .
5. .

Cemetery

# of Cremation interments or inurnments to date in 2024: _________
Inurnment rate of cremations performed by your cemetery to date in 2024: %_______ #________
Inurnment rate from other cemeteries/crematories? %________ $ ________
Cremation Profit: Show your work!
How much have you spent on marketing cremation and/or cremation memorialization to date in 2024? $__________
Now, gather the same information for the past three years.
What trends emerge?

Questions for further discussion:

What do these numbers tell you? Were you surprised? Validated?
When looking at cremation contracts, were there differences among staff members? Why?
What is your embalming/cremation ratio?
How is technology creating efficiencies and lowering costs?
Cremation Marketing efforts – what works for you?
What are your bestsellers regarding merchandise?
Who are your competitors and what do they offer?

Coach Kemmis Closing Remarks

In my family’s experience, cremation was a form of disposition that initially solved a dilemma and quickly became a family tradition. We didn’t “believe in it” or think about it much at all, but when my family made the switch 30 years ago, we did spend money, time and other resources on the services surrounding the cremation… just not with the assistance of death care professionals. I think this dynamic is more common than ever but does not support business sustainability.

The key to sustainability is changing that DIY dynamic and remaining relevant to cremation customers. Many of you are working in funeral homes and cemeteries with generations of experience and it must be maddening to provide the same services you have traditionally offered but with different results. Cremation has changed the equation for many death care businesses. Now that you know your numbers, break it down further to understand how cremation has specifically impacted you so that you may effectively respond.

Demonstrate your cremation expertise and the value that accompanies the disposition services you provide. Our profession is not easy, but that isn’t the goal. The goal is to make the hard things – like, serving an ever-changing customer base while sustaining a business – possible. You make the hard things bearable for your families every day, and you deserve the same experience.

Remember that you don’t have to face this change and these hard things alone. You can turn to your neighbor for support there, too. Looking for a bit of community? You can find it in a Convention, a peer support meeting, or on the other end of the phone. Looking for some inspiration on handling the hard things better? Duke University head coach Kara Lawson provides some words of encouragement.

We can handle hard better together.

With special thanks to my class at ICCFA U for being open-minded, asking questions that challenged, and engaging in thought-provoking discussion.

Barbara Kemmis is Executive Director of the Cremation Association of North America. After more than 20 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. A Certified Association Executive (CAE), Barbara previously served as Director of Member Services at the American Theological Library Association and Vice President of Library & Nonprofit Services at the Donors Forum (now Forefront).

Raising the Level of Service in the Pet Aftercare Industry

8/13/2024

Building a pet aftercare business presents a unique opportunity to have a meaningful impact on a family during a time of loss and transition. That’s why pet aftercare professionals must uphold the highest level of dignity, compassion, and professionalism in their work.

The journey of becoming a pet aftercare professional is not just a career choice; it's a deeply emotional path. It's about forming a strong connection with pet families and showing unwavering dedication. This role requires not only technical expertise but also deep empathy.

My family's venture into the pet aftercare profession stemmed from a strong desire to offer comfort and respect to grieving pet parents. As a third-generation deathcare family, we are dedicated to carrying on the legacy that my father, Doyle L. Shugart, began in 1972. Providing support to pet parents and the pet aftercare professional community continues to bring fulfillment and purpose to our family today.

According to the Pew Research Center, 97% of U.S. pet owners say their pets are part of their family. About half (51%) say they are as much a part of their family as a human member. Given those statistics, it is imperative that pet aftercare professionals provide services and experiences that don’t just meet the needs of pet parents seeking aftercare but exceed their expectations.

The role of pet aftercare professionals is not just about providing a service, but about being a supportive guide through the journey of grief. To maintain the highest standards when delivering these sensitive services, the International Association of Pet Cemeteries and Crematories (IAOPCC) develops professional certification programs that address the unique aspects of pet loss and aftercare. Our work with CANA has been essential in bringing those programs to our industry, raising the standard for pet aftercare professionals.

Understanding the specific benefits of certifications in the pet aftercare industry and how they contribute to better care for pets and their grieving families is vital when exploring the pet aftercare sector. Acquiring those certifications can significantly improve the quality of your pet services, help you grow your business, and unlock the full potential of your staff.

Why Do Professional Certifications Matter in Pet Aftercare?

1. Ensuring Quality and Consistency

In any industry, certification provides a benchmark for quality and consistency. Certification establishes clear standards that professionals must meet, ensuring that practices are uniform and reliable. In pet aftercare, this means pet parents can trust that the services provided are of the highest standards and provide a sense of security.

For pet crematory owners, the Certified Pet Cremation Operator program addresses major topic areas including an overview of the pet cremation process, equipment and operations, and standards and ethics—all in support of smooth operation for staff and pet owners.

2. Building Trust with Pet Parents

Losing a pet is an emotional experience, and pet parents must feel confident that their pet’s final arrangements are handled with care and respect. Certifications are a mark of credibility, reassuring pet parents that the professionals they work with are trained, qualified, and committed to ethical practices. This trust is not just important; it's the cornerstone of our profession, providing comfort and peace of mind during a time of grief.

Building trust starts with authentic communication and the Pet Bereavement Certification Level I program teaches valuable skills to help staff successfully interact with pet families and support the grief process.

3. Demonstrating Expertise

The pet aftercare industry encompasses a variety of specialized skills, including operating a pet crematory, handling and processing pet remains, and providing grief support and personalized memorial services. Certifications ensure that professionals have acquired the necessary knowledge and expertise to perform these tasks effectively. This expertise is crucial for addressing the unique needs of each pet and their family with sensitivity and precision.

This well-rounded expertise is enhanced in the Registered Pet Funeral Director Program, which covers the many tasks that fall to the pet aftercare professional. These include interacting with the pet parent and providing comfort, ensuring chain of custody is followed throughout the pet’s time at the aftercare facility, and troubleshooting and resolving problems in an ethical and professional manner.

4. Promoting Ethical Practices

IAOPCC certifications come with a Code of Ethics that pet aftercare professionals must adhere to. These ethical guidelines help ensure that pet aftercare services are conducted with integrity, respect, and compassion. By upholding these standards, certified professionals contribute to the overall ethical framework of the industry, fostering a culture of respect and care.

The IAOPCC Code of Ethics ascribes all business dealings to be fair and equitable, including special consideration to strive to raise the level of the profession, perform all services in a dignified manner showing compassion, and respect the confidence of every family need.

5. Supporting Professional Development

The pet aftercare industry continually evolves with the addition of new practices and emerging technologies. The IAOPCC/CANA collaboration is committed to offering ongoing education and training programs. This commitment to continuous learning ensures that pet aftercare providers are up to date with best practices and the latest trends, ultimately benefiting the pets and families they serve.

We are proud to continue furthering the pet aftercare profession by sharing expertise that raises the level of service for all families.

As the Executive Director of the IAOPCC for 14 years and a pet aftercare professional for more than 36 years, I have seen our industry undergo many changes and evolve. In a largely self-regulated industry, I have been privileged to work with and learn from pioneers in pet aftercare. The development of the IAOPCC’s Accreditation Program is the industry’s only approved program with published and recommended standards and best practices for pet aftercare. These Accreditation standards, processes, and inspection programs are followed and recognized worldwide as a symbol of care and service to families in grief.

The IAOPCC Certification programs offer best practices and ethical considerations unique to the pet aftercare industry. Through our many levels of Pet Bereavement and Pet Funeral Director Programs, participants are introduced to strategies for working with grieving pet families, responding to difficult situations, preparing a pet for witness viewing and cremation service, answering the tough questions about pet death, and responding to ethical dilemmas common to the pet aftercare world.

Professional certifications in the pet aftercare industry are more than just credentials; they represent a commitment to high standards, ethical practices, and compassionate care directly related to pet families. For pet aftercare professionals, these certifications validate their expertise and dedication. By upholding these high standards, certified pet aftercare professionals contribute to a respectful and supportive community, making a meaningful difference in the lives of those who have lost a cherished furry member of their family.

Because most people see their pets as members of their family, they are often willing to care for their death care as well. Thus, pet cremation and memorialization is one of the fastest growing death care markets in the United States and Canada. Many CANA members are considering or have added pet services to their existing businesses.

CANA and IAOPCC have developed a variety of online education courses for today's pet funeral professionals. With interactions, case studies and scenarios, these courses engage you with the experience you need to take your practice forward and raise your level of service.

Donna Shugart-Bethune standing in front of a sign about the International Association of Pet Cemeteries and Crematories

Donna Shugart-Bethune is part of the Shugart Family operations of Pet Angel Memorial Centers in Georgia. The Shugart Family has been in the pet aftercare profession for over 53 years. Pet Angel Memorial Centers operates four locations and two pet cemeteries specializing in pet and equine cremation services and burial. Considered one of the nation's premier pet funeral homes, the Pet Angel Memorial Center, located in Atlanta, features three counseling rooms, two chapels, and the largest showroom in the nation, offering more than 450 pet memorial products. Offering same-day services, viewings, and visitations, along with superior client care, Pet Angel Memorial Center has led the way in establishing excellence in pet aftercare.

Donna, who grew up in the Shugart family business, pursued her Bachelor of Business Administration (BBA) from Georgia State University. With 36 years of experience in the pet aftercare industry, she has been the Executive Director of the International Association Of Pet Cemeteries & Crematories (IAOPCC) for over 13 years. Donna played a crucial role in developing the IAOPCC's online certification programs, which are available today. She also introduced digital badging certification programs for IAOPCC members and implemented the Accreditation Mobile App Program, providing worldwide access to Accreditation.

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