Posted By Administration,
Wednesday, July 25, 2018
Updated: Wednesday, July 11, 2018
The funeral industry has a challenge on its hands: consumers are choosing cremation, but they know little about it. They don’t know the process, the possibilities for memorialization, and they don’t understand cremation’s history. Worse, because America’s cremation story has largely been untold, misconceptions about the industry fill the gaps.
Cremation in the United States is the new tradition. In 2016, cremation reached a major milestone when it eclipsed casketed burial as the most popular form of disposition—and it shows no signs of slowing. In 1960, only 3.6% of Americans chose cremation. In 2016, 50.1% did. But even as cremation has soared in popularity, a significant lack of understanding about the process and possibilities of cremation exists. That’s why the History of Cremation Exhibit is so important.
On September 16, the National Museum of Funeral History (NMFH) celebrates the opening of The History of Cremation Exhibit, a joint project developed with CANA to tell the full-circle story of cremation in America: from chronicling its birth in Pennsylvania to demonstrating a step-by-step modern cremation process and illuminating the seemingly endless possibilities for memorialization. Visitors will walk away with a new respect and appreciation for this widely misunderstood industry.
What does Cremation have to do with Funeral History?
The National Museum of Funeral History was founded in 1992 to realize Robert L. Waltrip’s 25-year dream of establishing an institution to educate the public and preserve the heritage of death care. The Museum provides a place to collect and preserve the history of the industry, including how it began and how it has evolved over time. Permanent exhibits feature vintage hearses, international funerary practices, and tributes to notable figures, but no exhibit had touched on the fastest growing method of disposition in the Western world – cremation.
Like its history in America, the global story of cremation is marked by wide-swinging societal shifts. From its ancient use in Roman and Greek culture to purify and honor souls through fire, to its Christian condemnation as a pagan ritual, cremation’s road has been long and conflicted. And people were curious about this story – museum visitors left comments about cremation’s glaring absence from the museum when it’s so present in society.
How did cremation make such a giant leap forward in American society?: The First US Cremation (an exhibit sneak-peek!)
In 1876, the LeMoyne Crematory in Pennsylvania became the first crematory in the United States. That same year, a man named Baron De Palm was the first person cremated there. The inaugural cremation was an event. Local Board of Health members and physicians were invited. Crowds gathered outside the crematory hoping to get a glimpse of the mystical method of disposition by fire.
A handful of honored guests received a small, clear apothecary jar filled with a portion of De Palm’s cremated remains. Those jars signify the birth of cremation in America, and one of them will be on display at the unveiling. Visitors will experience the transition from 1876 to today, from a replica of the LeMoyne Crematory to a modern cremation chamber.
The exhibit is a first-of-its kind undertaking, not merely displaying interesting artifacts, but telling a visual story of cremation in America through historical urns, pamphlets, replicas of original equipment and other artifacts, while educating on the technology and memorialization possibilities of modern cremation. Like the witnesses to Baron de Palm’s cremation, the exhibition will allow people to go behind the scenes—seeing cremation containers, the process, how we recycle, and how we memorialize.
More than getting America’s cremation story in one place, The History of Cremation Exhibit delivers well-deserved clarity to an industry shrouded in mystery. The exhibit will demystify cremation for the public, particularly that cremation memorialization means more than an urn on a mantle. The exhibit will showcase cremation history, but also help the public understand memorialization options and open their eyes to things they never knew about cremation.
While cremation continues to rise in the United States—more than half of Americans are choosing it—too often, people stop at “just cremate me.” Moving beyond direct disposal, the exhibit will showcase meaningful ways to memoralize whether adhering to tradition or creating a personalized experience. This exhibit provides an understanding of the complete cremation process, including the role of the funeral director and cemeterian when exploring options for cremation and permanent placement of their cremated remains.
By the Industry, For the Industry
The idea for an exhibit began long ago when Jason Engler, a funeral director who has been involved in funeral service for most of his life, began collecting facts and artifacts at 12 years old. When he joined CANA as its official historian, he began exploring ways to communicate the fascinating beginning of the American Cremation Movement to a wider audience. This exhibit features much of Engler’s own extensive collection as well as other CANA members’ donated time, resources, and artifacts. Together, they tell the story of cremation and the possibilities for memorialization.
But it’s not simply about educating the public. The exhibit will demystify cremation for funeral service professionals as well. Even seasoned funeral directors and cemeterians struggle with presenting all the options and effectively educating consumers on cremation. Some in the industry may even personally dislike cremation, but they are not alone. Twenty-first century funeral service professionals are the latest in a long line of professionals who struggled with and succeeded in meeting the needs of cremation families.
For a long time, cremation was taboo and certain religions and people within the funeral industry didn’t accept it. But the cremation rate shows that opinions have changed and this exhibit takes a large step toward acknowledging cremation’s history in our profession—and we should take a great deal of pride in it. Understanding the historical context of cremation allows you to learn from the past and embrace the future.
What to Expect at the History of Cremation Exhibit
A driving force behind The History of Cremation Exhibit is Jason Engler, CANA’s official historian. Engler donated approximately 90 percent of his personal collection of historical cremation items to the exhibit, including:
- 140 books, pamphlets, and brochures about historic cremation facilities
- 120 urns, some dating back to the late-1890s
60 postcards depicting various crematories
20 urn catalogues printed from the 1890s to the 1990s
20 original articles, documents, certificates, and images about different aspects of cremation
Outside of Engler’s collection, the exhibit will feature some extraordinary items from the LeMoyne Crematory, which opened in 1876 as America’s first crematory:
A notebook listing all who were cremated at LeMoyne Crematory, which was kept by the designer, builder, and operator of the crematory
A book written by Dr. Francis Julius LeMoyne, LeMoyne Crematory’s founder
A copy of the exclusive invitation for the cremation of Baron De Palm, the first modern cremation in the United States
The casket plate from De Palm’s casket
An apothecary jar containing a portion of De Palm’s remains
The exhibit will also showcase the casket lid of the first woman cremated in America—Jane Pitman, who died in 1878. Visitors will also see a letter written by her husband, Benjamin Pitman, requesting her cremation.
Throughout the exhibit, visitors will see how cremation has evolved over time—the changes in societal views, equipment, and memorialization options.
How to Donate to the History of Cremation Exhibit
Financial or artifact contributions are what make the History of Cremation Exhibit possible. Please consider donating to the History of Cremation Exhibit today.
Read on to learn more about the history of cremation starting with the role of women in the Cremation Movement and how the Memorial Idea has changed since the first cremation. This post was excerpted from The Cremationist, Vol 54, Issue 2: “Preview of the History of Cremation Exhibit” by Kelly Rehan.
Jason will present on the history of cremation and our association at CANA’s 100th Annual Cremation Innovation Convention tomorrow! Do you know what cremation innovation will look like in 100 years? Share it with us for our time capsule to be opened in 2118!
Posted By Administration,
Wednesday, July 11, 2018
Updated: Tuesday, July 10, 2018
CANA’s 100th Annual Cremation Innovation Convention is only two weeks away. That means you’re figuring out what to pack, finding your dog-sitter, and — oh, yeah — who will keep the homefires burning while you’re gone. Don’t worry, after doing this for 100 years, CANA knows what we’re talking about.
- Plan ahead. You can check this one off – you’re already reading this!
- Pack smart. Florida is the Sunshine State for a reason and with average July highs at 90°F (32°C), and lows of 75°F (24°C) so bring out those summer threads. (Though the rain isn’t far behind, so grab a raincoat.)
- Whether this is your family vacation or your worktrip, you don’t want to stay cooped up every night. See what Ft. Lauderdale has to offer you and your whole family to plan your evenings!
- But there’s no reason to venture too far away either! Marriott Harbor Beach is a resort with many amenities to ensure that your experience is great — including air conditioning.
- Which reminds us, we recommend layers when you’re at the Convention — finding the perfect temperature for hundreds of people is tricky (it’s hard enough in our office of 5!).
- CANA meetings are typically business casual so a blazer or cardigan is your perfect accessory.
- Speaking of the event floor, don’t come empty-handed — you’re here to learn! Bring your questions and favorite note-taking method (tablet or pen & paper) because you’re not going to want to miss a word.
- …and you know you won’t leave empty-handed! Get ready to network with your business cards and shop at our 60+ exhibits.
- But we’re cutting back on our handouts so make sure you download the CANA Events App now and get logged in (iPhone or Android and check your email for your login code). The app has information on our exhibitors, extras from our speakers, and surveys to tell us how we’re doing.
- It also tracks your continuing education credits quickly and easily. Phone not so smart? You can still use your name badge to check in for CE.
- Contribute to once and future cremation and get ready to fill our time capsule with what you think will change our industry over the next hundred years.
- And be sure to follow us on Facebook and Twitter with #CANA18
Come on, did you really think we’d come up with 100 Things you need to add to your to-do list? We know how busy you are. You take care of the packing, we’ll do the rest. See you in Ft. Lauderdale!
With a wide range of valuable networking and educational opportunities, the event will feature sessions that examine the last 100 years of CANA conventions and growth in cremation, evaluate where businesses are today, and focus on the next 100 years by providing strategic and practical information for long-term success. See our full program and learn more about how we'll mark more than 100 years of cremation success here: gocana.org/CANA18
tips and tools
Posted By Jason Engler, CANA Historian,
Wednesday, May 9, 2018
Updated: Monday, May 7, 2018
It is impossible to pinpoint a single reason that the rite of cremation gained any acceptance during its early years in America. It was not a popular option and tradition ruled out crematories in many areas of the country. Several of the early crematories were built on a grand and beautiful scale, and this might have influenced public attitudes. However, with only the most basic research, one could easily attribute cremation’s growth to an idea that gripped all areas of death care: the “Memorial Idea.”
The Memorial Idea
The Memorial Idea began in the cemetery. The establishment of a memorial identity for each person who lived and died was the most important part of the rite of passage called death. Cremationists quickly adopted the idea to include cremation, but the obstacles they faced were harder to overcome than those of their cemeterian counterparts.
Clifford Zell, Sr., owner of the Valhalla Chapel of Memories in St. Louis, was the originator of the slogan of the Cremation Association of America (CANA’s original name), a variation of which is still the mantra of our association today. It was during the 1933 convention that Clifford Zell made the statement: “There is one thought I hope that I can impress most deeply on all crematory men – cremation is not the end – cremation alone is not complete, but is only an intermediate step towards the permanent preservation of the cremated remains.”
The Memorial Idea stated simply that no cremation was complete without inurnment, which always included ALL of the following:
- A memorial urn of imperishable material
Cremation urns have been utilized in one form or fashion since the dawn of civilization. Greeks placed their dead in urns of various materials most often terracotta. The Romans placed their dead in urns of semi-precious stone deposited in columbaria. After cremation’s modern revival began in the U.S., urns still were not uniform in size or composition. By the early 1900s, urns of various metals, including copper and tin, were frequently used. In the 1920s, as cremation began to stabilize, bronze urns became the norm.
For many years, the urn memorial was so important to cremationists that CANA’s logo, as the Cremation Association of America (CAA), featured illustrations of an urn in a niche.
- The engraving of the memorial urn
When a bronze urn was engraved indelibly with a person’s name and dates of birth and death, the urn became part of the memorial. Together with the other urns in a columbarium, they lent their beauty to add to the overall experience of a columbarium.
- The permanent placement of the memorial urn
Just as every person who lives must die, so too should every person who dies have a permanent resting place. Just as the ancients inscribed names on the urns of their loved ones, the ancient Greeks erected Tumuli in memory of their dead, the Egyptians erected the pyramids, the Romans inurned in columbaria, Kings and Queens entombed in Westminster Abbey, so the placement of the urn became the permanent memorial that cremationists required. This was the utmost concern of the cremationists who were active in the Cremation Association. The inurnment of cremated remains was not always a priority for cremationists, but became the sole purpose of the plight of the association beginning in the late 1920s.
Scattering cremated remains, permanent destruction of cremated remains, and home retention of cremated remains were all in direct conflict with the Memorial Idea. Often, the practice was equated with desecration and was fervently discouraged.
Standardizing Crematory and Columbarium Practices
The conventions of the Cremation Association were breeding grounds to further the Memorial Idea to those who chose cremation. Lawrence Moore, long-time president and operator of the Chapel of the Chimes in California, was the most instrumental character in the cremation world – he coined the word “inurnment,” invented the first electric-powered cremator, and began the practice of including a unique metallic disc used in every cremation to identify cremated remains. He also was the first to suggest using a cardboard temporary urn to encourage the selection of a permanent urn.
Throughout the meetings of the Cremation Association, there were frequent discussions about standardizing the practices of crematories across the country. Many ideas were exchanged on how this could be effected to encompass the cremation customs from the east coast to the west coast and the mix of both in the Midwest. A committee was formed and, after much research, in 1941 the Manual of Standard Crematory and Columbarium Practices was adopted.
This manual was considered the textbook of the operations of the modern crematory and columbarium, and became the bible by which cremationists promulgated the Memorial Idea. Throughout the manual, sections dealt with all aspects of operating a crematory and columbarium, but the sections that discussed the handling of cremated remains and the permanent placement of memorial urns were the most doctrinal in nature.
During the Memorial Idea era of cremation’s history, most cremationists refused to pulverize, crush or grind cremated remains to reduce their consistency to the cremated remains we picture today. It was the belief that the reduction of the remains to the finer consistency was a desecration to the remains and gave the impression of valueless ash. Their stance also enforced the need for a permanent urn and to aide in the prevention of scattering.
The Manual of Standard Crematory and Columbarium Practices spelled it out clearly:
Never Crush or Grind Cremated Remains
This is very important. We have no right to crush, grind or pulverize human bone fragments. They should be placed in the temporary container or urn, just as they were removed from the cremation vault… To do otherwise encourages desecration, gives an impression of valueless ash, and will eventually destroy the memorial idea. There is usually sentiment for the cremated remains of a loved one, but it frequently disappears when desecrated. All crematories should adopt this same policy, so the practices are the same everywhere.
This was further supported by the suggestion for reverent handling of the cremated remains:
Cremated Remains Should be Carefully Prepared and Handled Reverently
Cremated remains are human remains and are deserving of careful and reverent handling. The attitude of the individual toward cremated remains is oft-times represented by the way he handles them, and the attitude of the crematory-columbarium is definitely expressed by the way remains are prepared and handled by its employees… How can we expect a family or interested party to recognize the fact that cremated remains are human remains and are deserving of proper memorialization if, as crematory-columbarium operators we fail to express by action as well as by word and thought that the remains are sacred?
The admonition regarding scattering was perhaps the most doctrinal statement of the entire manual, and carried with it the most important ideal for the cremationist’s purpose:
Never Scatter Cremated Remains
Cremated remains are not a powdery substance, but the human bone fragments of a loved one. They will not blow away… but will remain where strewn...
A request to scatter is frequently made with the supposition that it is the kindly thing, least expensive and least trouble for those remaining. In fact it is usually the most difficult and unkindly request that could be made. Certainly the deceased would not have requested it had they realized the possible heartaches that it would cause. There is comfort in being able to place a flower, on occasion, at the last resting place. Scattering makes this impossible. [There will be] no tangible memory where a flower may be placed in memory. When cremated remains are once destroyed, regrets cannot return them…
Much of this may seem like heavy cremationist doctrine, but the cremationists were quite successful in their endeavors. This time frame in cremation’s history in America caused some of the most beautiful memorials imaginable to be created, and they remain beautiful to this day. The idea also caused some very successful revenues for the cremationists.
The Memorial Idea revealed the heart of the true cremationist in every way. It took cremation from the hands of reform societies and placed it in the gentle care of business men who brought the idea to life. Unfortunately, by the 1970s, a new idea in cremation began to move in. The face of cremation was about to change drastically.
Cremation’s transformation began in the 1960s. Although influenced by many factors, this change was primarily due to a movement toward simplicity. It was in 1963 that Jessica Mitford wrote her satirical expose, The American Way of Death, lambasting all aspects of the allied funeral and memorial professions. Urged by the excitement that her book spawned, businesses formed to advocate for simple direct cremation and provided easy avenues for those preferring minimal services.
The Memorial Idea began to lose hold, and, as it did, the Cremation Association of North America (CANA), led by Genevieve “Jinger” Zell, daughter-in-law of Clifford Zell, Sr., mentioned above, did everything possible to maintain the integrity of what CANA viewed was right: the permanent memorialization of cremated remains. National ad campaigns were initiated and the association’s trade magazine began publication in 1965 to disseminate the news and advocacy of the association.
The simplification process that cremation underwent was underscored by the general public’s idea of death care practices. However, this movement did not only affect the memorialization side of cremation – all areas were affected. Cremation chambers were manufactured to ship to different locations, where they had been previously constructed on-site. The first modern crematories were constructed in the basements and wings of chapels across the country, but soon were moved from chapels to garages and metal out-buildings.
During the transformation, scattering cremated remains became more and more popular. Crematories installed “cremulators” and processors to reduce the consistency of the cremated remains in order to facilitate cremation. Did scattering encourage processing or, as was the fear of Lawrence Moore in the Memorial Idea period, did processing encourage scattering? The answer is unknown. However, it is clear that the two went hand-in-hand during this time.
With the focus of cremation changing from disposition and memorialization to cost-conscious simplicity, the cremation urn industry changed as well. While a majority of urns sold during the time of the memorial idea were constructed of fine cast or spun bronze, aluminum and wood now became popular options.
Through all the changes that the cremation profession has faced over the years, the constant underlying ability to succeed amidst the challenges of doing business has proved stronger with membership in the Cremation Association of North America. Since its inception, the association has maintained cremation as its theme, and no other professional association has the roots, track record, singular focus, or knowledge that ours does. All of this has been gained by experience and by maintaining the ability to adapt to the needs and desires of those our members serve.
What does the future hold for cremationists? That is entirely dependent on the attitude of the cremationist. If we simply measure how far our profession has come in the years since America’s first modern cremation in 1876, and review how CANA has guided this profession for more than a century since its formation in 1913, we will quickly realize that our true potential lies ahead. In reading the proceedings of almost 40-years-worth of annual conventions of the Cremation Association, I have learned some very important lessons that I can use in my daily dealings with families choosing cremation.
Paper dissolves, computers crash, but when a name is engraved on a permanent memorial urn made of material that will last, or on a stone marking a place of rest, these permanent, tangible signs provide stepping stones for future generations. May we never lose sight of the ever-present necessity of our association and our calling, and may we never fail to put families and their needs and desires ahead of our own. We must do all that we can do to maintain the heritage of our ever-changing culture. To do so is to fully serve those who call on us in times of need. It is, after all, what our life’s work is all about.
This post is the second in our series on the history of cremation in preparation for the opening of The History of Cremation exhibition at the National Museum of Funeral History. Catch up with the first article and the women who contributed to cremation and CANA. Learn more about the exhibit and how you can contribute on the museum’s website.
Jason will present on the history of cremation and our association in honor of CANA’s 100th Annual Cremation Innovation Convention this July. Celebrate with us while learning from the experts on where cremation is going and how your business can continue its success. Learn more and register: gocana.org/CANA18
Excerpted from The Cremationist, Vol 49, Issue 3: “Memorialization: The Memorial Idea” and Vol 49, Issue 4: “Simplification: The Cremation Movement Since the 1960s” by CANA Historian Jason Engler in honor of CANA’s Centennial celebrated in 2013.
All photos from the Engler Cremation Collection, courtesy of the author.
Jason Ryan Engler is a licensed funeral director and is known as the Cremation Historian. His interest in the funeral profession came at an early age in his life and his intrigue with the practice of cremation memorialization has put him on a journey of appreciating the beauty of the torch over the spade. Not only is Jason a practicing funeral director, he is also a speaker for local, state, and national associations. He also serves as the Cremation Historian for both the National Museum of Funeral History and the Cremation Association of North America. Mr. Engler’s articles have appeared in regional and national funeral and cremation trade journals including “The Dead Beat,” “The Cremationist of North America,” and “Funeral Business Advisor.” Additionally, he is author of the book "Body to the Purifying Flame: A History of the Missouri Crematory, St. Louis, Missouri."
Posted By CANA Symposium Committee,
Tuesday, January 16, 2018
This year’s Symposium will be our best yet. The committee and staff selected the theme, Connecting the Dots, to help attendees find success by combining critical elements of running a business into one comprehensive strategy. From beginning to end, we’ll build on the content presented, wrapping with a big picture view of how it all fits together.
In brief: The foundation comes from establishing and understanding the power of your story. From there, tell that story though your brand advocates or key staff and community members. Their online reviews leverage your position to improve your online reputation and get found.
Once you have their attention, keep it by transforming their interactions with you into something memorable, especially with the addition of a therapy dog. But none of this can succeed without evaluating these individual steps and making changes for continuous improvement.
We are so excited to bring these experts together for you in Vegas, we know you’re going to love it!
This event took the work of many people. Here’s what CANA’s Symposium committee members are excited about, and why you need to register now to join us at this remarkable event.
Jennifer Head, CANA Education Director – I’m most excited for our Keynote Speaker, Kelly Swanson. Not only is she an award-winning storyteller who can take you right to the heart of a problem, she’s hilarious! Her message on crafting the right story is so critical for our industry right now. As I attended a presentation given by a different storytelling expert, I watched how, in a matter of minutes, she transformed a story that did nothing emotionally to one that tugged at my heartstrings and made me happy to buy.
That’s how you create brand advocates- people who tell your story for you. Because at the end of the day, it’s not about you. It’s about them. And you have to let them know that through your story. Don’t believe me? Let Kelly explain it to you at the Symposium. She’ll present two dynamic sessions at the conference, and whether you own a business or work for one, whether you are a practitioner or supplier, her message will resonate with you. I promise.
Lindsey Ballard, Ballard-Sunder Funeral & Cremation – Our committee considers many options when selecting a hotel, and we’re excited to be returning to the Paris for a second year. The Paris Las Vegas Hotel is such a wonderful place to be when you're in Vegas. It's visually stunning, loaded with restaurants and entertainment, and the central location on the famed strip can't be beat. Our meeting rooms for the symposium are beautiful and provide the perfect ambience for our event.
Of course, I’m really looking forward to the Therapy Pet panel presentation. My dog Fletcher has been going through training to become a therapy dog at our funeral home, and I’ve learned a lot over the last year. He won’t be coming, but I have lots of pictures! Fellow committee member Robert Hunsaker as well as CANA member J.P. Di Troia will join me as we share our therapy dog journeys with you and provide some guidance about adding one to your team. We’ll also host one of the roundtables during the Coffee Klatch. I hope to see you there!
Sheri Stahl, The Island Funeral Home & Crematory – While CANA focuses on providing quality programming and exhibits, we also know that Vegas is the entertainment capital of the world. We like to end our evenings early, so you can continue the networking on your own as you go out and enjoy all that Glitter Gulch has to offer. Whether you hit the tables and slots, take in a show, or enjoy the variety of cuisine (and famous buffets), Las Vegas has something for everyone. And if you can’t decide, you can stay in and enjoy all that Paris has to offer. Personally, I can't wait to see all my CANA peeps!
Scott MacKenzie, MacKenzie Vault, Inc. – As supplier liaison for the CANA board and chair of the committee, my focus is usually on the exhibits. We have over 40 exhibitors committed to supporting you the same way you support families who choose cremation. CANA’s Symposium is the best place to learn about new cremation products and services.
Vendors from almost every area – technology, products, supplies, equipment, personalization and more – will be on-hand to show you what’s new and talk about what families are asking for as the personalization and DIY trend continues to grow. Your vendors are your best partners as your businesses continue to evolve to meet the demands of an ever-changing industry.
Barbara Kemmis, CANA Executive Director – And don’t forget, just for owners and managers, a new kind of event! The Art of Selling Cremation: A Preneed Summit
This one-day, highly interactive workshop places you with marketers and experienced providers to answer your questions and find new solutions to your preneed challenges. We have experts on using demographic data and targeting the right markets, advice on selling value over price with the staff you have or specialists, and stories from experience on administering and selling across multiple brands online and in-person.
We’re excited to see the discussions that emerge. Limited spots available, register now!
Join us for fun and quality professional development February 6-8 at CANA's 2018 Cremation Symposium! Register today.
Posted By Administration,
Wednesday, December 6, 2017
Updated: Wednesday, December 6, 2017
What do Canadians know that might benefit their colleagues across the border? In order to try and answer that question, The Cremationist contacted successful members from the three most populous provinces— Louis Savard (Quebec), Laurie Cole (Ontario), and Ryan McLane (British Columbia)—to ask them for their opinions on factors contributing to Canada’s higher cremation rate, how that rate has affected the way they do business, how they approach cremation and talk to cremation families, what their experience with direct cremation has been, and what advice they might give to a U.S. colleague.
Market Director for Quebec, Service Corporation International
The impact of rising cremation rates began for Canada in the 1980s and 90s. Since then, we’ve learned to live with the high rate. Because we’ve been experiencing high cremation rates since the 90s, it’s not a big deal for us. It’s just our day-to-day operation. We are living with it. Back then, it changed everything we did.
Celebrating the life of a loved one is the same. Cremation doesn’t mean people don’t want to make an investment. It’s not just disposal of the body and it doesn’t mean they don’t want to get together. There is the same need to celebrate the life of a loved one. Today, cremation and burial in Canada are the same. Visitation in Quebec is the same. Celebration and services, people meeting and talking together to celebrate the life of a loved one.
The cremation rate in the U.S. is going through what we went through 20-25 years ago. I work with an international company that serves the U.S. and Canada. The company only began adding catering services a few years ago in the U.S., but we started catering in Canada 20 years ago. It’s a big, big piece of the service we provide and adds a lot to our revenue. People sharing a glass of wine, being all together, having a eulogy at the same time as the reception.
We need to adapt ourselves to what people want, because we have to create all kinds of ways to have a life celebration. We need to have an open mind. If each life is unique, each celebration is unique. If you have an open mind, you can do everything, listening closely and carefully and working with the family to celebrate a unique life. You cannot be trained for that—you have to be a person who is creative, working with families and listening attentively to build that honor.
People want to celebrate life. The funeral home is not where they live, where they meet with their families, where they have fun. They want to celebrate a life where they are comfortable.
With cremation we can do whatever we want. Not so much with a burial.
President and Owner of Cole Funeral Services
Cremation has become a choice for many families, religious or not. It really is not a cost issue: people truly just want to choose cremation as part of the service instead of choosing traditional burial. With an onsite cemetery, we offer many options for memorialization for cremation burial. Some families do choose to keep the urn or scatter the cremated remains, but we also have a lot of heritage at Pinecrest, so many families do have the option of placing urns with family members who already rest at Pinecrest. That being said, even if there is no room in a family plot, families may still choose to purchase land for the urn burial based on the heritage affiliation as well.
With cremation, families can also focus on more details and options for the service. They have more time to plan the event with us rather than with the more “traditional” type of service. They can turn their attention to items such as linen color, personalization of the photos, stationery, food and alcohol selections, and creating their own floral arrangements or music playlists and the like. A cremation family may choose a simple container or casket, but they tend to focus on the urn and possibly an urn vault. They don’t see the value in an ornate casket, but may find value with the urn, jewelry, an urn vault for mementos, the memorial cards, or the land/monument or niche.
When a family says, “We just want cremation,” as service providers, we should not assume this means direct cremation. It oftentimes means that they want cremation and not traditional burial, but they still want some sort of gathering with food and beverages, a service, and a viewing to honor their loved one. Yes, 80% of our families choose cremation. But of that 80%, only 10% request a true direct cremation—and I always share that fact with colleagues in the industry.
My advice is to communicate all the choices to a family, regardless if they say, “We just want cremation.” We are doing a disservice to our families if we do not show them all the options available, for some simply may not be aware of their choices and may see value in them once they know about them.
Market Manager for Vancouver Island, Service Corporation International
I have been witnessing requests for direct cremation for 20 years now in British Columbia. I don’t think this is a U.S. phenomenon in any way. This direct cremation concept begins with an active increase in cremation requests as a whole.
The cremation rate has been considerable for a long time now in British Columbia. Over the years, many people have discussed the reasons for this and agreed that a number of important factors come into play. The most common suggestion is the nature of our transient society in British Columbia. We have had a very high rate of immigration over the years, as well as a very high mobility rate among people retiring to British Columbia from other parts of Canada. This leads to fewer people in their social network and less family around them. When a death occurs, cremation is viewed as a way to ensure that end of life is “not so complicated” or a way to “keep it simple.”
Funeral directors can never assume that they know what the family is thinking. The most difficult thing to overcome is the perception that the family wants nothing but a direct cremation. So many times the family doesn’t even know what they are asking for. Many request cremation and nothing else. But what does “nothing else” actually mean to them? How can the funeral director be more involved? Families want to keep it simple. But what is your definition of simple?
I see a difference in the need for explanation to what is available to almost every cremation consumer. Many people who select cremation are not aware that they can still have a visitation, or still have a service and still have a cemetery plot. Once you start to explore the options with a family, they will want to create a personal service for their loved one. Many times this is independent of any mainstream religion, and oftentimes families have no affiliation with the local church.
Over the years, it has been evident that the cremation consumer is looking for value. That does not mean that the consumer is cheap but rather that they are focused on purchasing items or services that are meaningful to them. Personalization is very important, as well as efficiency. As time goes on, requests for embalming have been replaced with requests for catering. We’ve also had to adapt and create new traditions for the families that are not affiliated with organized religion and who want chapel services with or without viewings.
Funeral directors have to educate families. The cremation concept is not a new concept but people just don’t know realize all the options they can have for arrangements. Families need to make educated decisions with a funeral director. As traditions evolve, we as funeral professionals need to take the lead to educate and to continue to help create meaningful events for families to say goodbye to their loved ones.
This post has been excerpted from Vol. 53, No. 4 Issue of The Cremationist and edited for length. Members can read the full version and insights on cremation traditions around the world in the original issue.
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Louis Savard, Service Corporation International’s Market Director for Quebec and Vice President of SCI Canada, entered funeral service in 1985. He was the National Sales Director for Atlas Casket and worked for three years at Lepine Cloutier Funeral Home as a sales manager in preneed before moving on to SCI in 1992, where he was involved in corporate development.
Laurie Cole, President and Owner of Cole Funeral Services and Secretary-Treasurer/Director of Operations for Pinecrest Remembrance Services, is a fourth-generation descendant of John Cole, founder of the original Pinecrest Remembrance Services, established in 1924. In addition to her tireless service to Ottawa through the Rotary Club of Ottawa Kanata Sunrise, a supporter of the Live/Work/Play program, she has also served on the Board of Directors of the Cremation Association of North America. A mother of two, Laurie is a country girl at heart and has even earned a college diploma as a veterinary technologist.
Ryan McLane is the current Market Manager for Vancouver Island with Service Corporation International. He has worked both in Vancouver and on Vancouver Island for over 20 years. He is also a Past President of the British Columbia Funeral Association.
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