The Deathcare Superconference: A Turning Point in the Future of Deathcare

From September 16-18, 2024, four groups came together to hold the first-ever Deathcare Superconference. Jointly hosted by the Funeral Consumers Alliance (FCA), National Home Funeral Alliance (NHFA), National End-of-Life Doula Alliance (NEDA) and People's Memorial Association (PMA), this event welcomed more than 100 attendees from across death care in all its forms: embalmers, funeral directors, death doulas, cremationists, end-of-life medical professionals, cemeterians, grief care providers and more!

---

The 2024 Deathcare Superconference in Seattle was more than just another industry event—it was the culmination of an evolving conversation that began in an airport and carried into the heart of the Pacific Northwest this past September. This event marked a pivotal moment in deathcare, as the rise of death doulas and community deathcare groups is challenging the traditional landscape of funeral services. With recent legal cases and potential changes to federal regulations placing a spotlight on the industry, we find ourselves at a crossroads—a moment of both disruption and opportunity.

We are witnessing a shift from the "old guard" to the "new guard," a transformation that demands careful thought and collaboration. At its core, the conference was about unification. This is not a battle of opposing sides but rather an invitation to come together to shape the future of deathcare in a way that honors history while embracing innovation.

A Conference Born from Collaboration

The idea for the 2024 Superconference took shape over a year ago when representatives from various deathcare nonprofits began meeting regularly. We recognized that too often, we were working in silos, despite overlapping missions and goals. Our vision for the conference was to create a space where diverse voices—attendees and speakers alike—could engage in discussions about the most pressing issues in deathcare today. Topics included legal challenges, affordability, diversity, equity, inclusion (DEI), and innovative models of care.

Rather than just talk about change, we aimed to present real-life examples of organizations putting these principles into practice. The event served not just as a symposium but as an incubator for ideas that will be put into action in the coming years. With plans to hold the Superconference biennially, the intervening years will serve as a time for implementation, evaluation, and continued dialogue.

Key Takeaways from the Superconference

As one of the planners of the event, I embraced my role as an active listener to this movement—one committed to practical solutions, not just ideas. Among the many thought-provoking discussions, two stood out as particularly impactful to help bridge the gap between tradition and transformation:

• Diversity, Equity, and Inclusion (DEI) in Deathcare: DEI is more than just a buzzword; it’s an essential part of serving families with dignity. In addition to cultural competency, accessibility must be prioritized. Something as simple as providing captions during discussions or ensuring that materials are available in multiple languages can make a difference.
  Culturally competent care that acknowledges the diverse traditions and rituals of the families we serve. True inclusivity requires us to go beyond performative actions and embed these principles into the core of our business practices. This conversation is not about displacing anyone but about making room for all.
  
• Legal Challenges and the Future of Regulation: One of the most powerful moments of the conference was the discussion on legal challenges in the industry. A key takeaway was the reminder that, despite different perspectives, we are united by our commitment to serving families and communities by advocating for policies that embrace inclusive end-of-life options. As laws evolve and regulations shift, we must navigate these changes together with mutual respect. There is room for everyone at the table, and collaboration is the key to ensuring consumer rights and professional integrity.
  

Keeping the Conversation Alive

The Deathcare Superconference was not just an event, it was the beginning of an ongoing movement. To keep the momentum going, we encourage deathcare professionals, advocates, and anyone invested in the future of this field to take action:

• Access the Recordings: If you missed the live sessions, recordings are available to hear these valuable discussions and make sure they reach a broader audience.
  
• Engage as an Active Listener: Whether you're a seasoned funeral director or new to the space, listening to a diverse range of perspectives and remain open to evolving practices that prioritize compassionate and ethical care as the industry evolves.
  Here’s a few perspectives that offer ideas and solutions that I’ve been engaging with to get you thinking: Compassion & Choices nonprofit organization; Ben Field, Attorney at Institute for Justice; Joél Simone Maldonado, The Grave Woman; Tanya Marsh, JD, Senior Associate Dean for Academic Affairs and Professor of Law at Wake Forest University School of Law; Joyal Mulheron, Founder & Executive Director, Evermore
  
• Advocate for Change: Whether through joining one of the hosting organizations (NEDA, NHFA, PMA, and FCA), implementing more inclusive service offerings, or advocating for policy advancements, your voice matters and there’s a spot for you at the table to join the discussion as we shape the future of deathcare.

The Deathcare Superconference was a launchpad for high-level discussions, but its true success will be measured by the actions we take moving forward. By working together, embracing change, and advocating for ethical and inclusive practices, we can create a more compassionate and sustainable future for a more inclusive, accessible, and consumer-focused deathcare landscape.

If you're interested in exploring topics in cultural competency, consider the Multicultural Death and Grief Care Academy from Joél Simone Maldonado. CANA Members receive a 20% discount on four training series that provide culturally inclusive education for end-of-life, death and grief care to ensure that every farewell is met with dignity, respect, and the deep honor that every life and culture deserves.

Members: claim your code in the Member Portal or contact CANA at 312-245-1077 or [email protected] for more information. Not a member yet? See all the benefits that membership provides and join today for just $539 for the entire firm!

Ashley Johnson, President of the National End-of-Life Doula Alliance, is a passionate advocate for compassionate and informed end-of-life care. A University of Florida alumna and licensed celebrant, Ashley’s journey began in a low-income neighborhood, inspiring her to address disparities in death care. With over a decade of experience in fields like forensic anthropology and whole-body donation, she founded Loyal Hands, an end-of-life doula consulting agency offering education, resources, and support.  Ashley’s leadership extends to memberships in CANA, ICCFA, and the Florida Palliative Care Coalition, and she has served as NEDA’s board secretary since 2020. A dedicated community volunteer, she directs events like "Get Your Rear in Gear" for colon cancer awareness and contributes to PsychArmor’s veteran care initiatives. With a Nonprofit Management Certificate and roles with Compassion & Choices, Ashley is a TEDx speaker committed to equity and inclusivity in end-of-life care.

---