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It's Not Your Father's Funeral Home

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It's Not Your Father's Funeral Home Chapter 4: It’s Not Your Father’s Funeral Home 3 CE Hours By Staff Writer Objectives Identify preplanning activities and guidelines to meet changing Identify components of personalization and strategies to achieve consumer demands. them. Discuss consumer demands and list options for funeral services Discuss the changing roles of women in the industry. and celebrations outside of the funeral home. Compare and contrast the services offered by publically-owned Explain the changes in embalming and cremation, including corporations and private family businesses. alternative methods that are growing in popularity. List innovative commemorative products for the disposition of Define five technology strategies to expand market coverage and remains. meet client needs. Overview The funeral industry today is rapidly evolving to meet the changing “one size fits all” approach, where the funeral director takes the lead in demands of consumers. Businesses must stay current with industry planning and offers traditional embalming, casket selection, viewing, changes to survive and this involves embracing technology and social memorial service, and burial options. media to expand the geographic area of service that was traditionally Many of the new requests by consumers may seem controversial to confined to a small local territory. Consumers today rely heavily on some directors and communities, while seeming perfectly acceptable technology to compare and choose services and share information on to others. It is important for the business to develop a spectrum of social media. services to meet the diverse needs of the community and reflect the Consumers are seeking innovative ways to personalize services, dynamic nature of the industry. celebrations, and memorials for themselves and their loved ones. They Some businesses may choose to undergo a “rebranding” and may look for more natural or “normalized” ways to handle, prepare, comprehensive change in services to reach a broader or different client present, and inter the body that reflects the individual personality and base. Others may choose to expand services to stay current while preferences of the deceased and their family. retaining some traditional services depending on their community, The industry has responded and successful business owners must be client base, or individual values. open-minded and adapt to consumers demands. In some cases, this This course will describe the scope of industry change in the United will require comprehensive changes in who, what, when, where, and States and provide strategies to keep pace with the evolving funeral how services will be delivered. No longer will consumers accept a, business that is clearly “Not your father’s funeral home” anymore. Introduction The funeral industry today is challenged to meet the demands of for final disposition. Memorial gardens and landscaped or natural consumers that differ from the traditional services offered to previous green spaces where family, friends, and the community can visit are generations. Families today are influenced by technology, ecology, and replacing traditional cemeteries with granite or marble markers. economic concerns that shape the way they perceive funeral and burial Another change that signals a departure from traditional funeral services. services is the move away from religious affiliation by many families. There is great diversity in the ways that families choose to honor According to the 2017 National Funeral Director Association their loved ones after death, including more personalization with Consumer Awareness & Preferences Report, 39.5 percent of people celebrations and memorials extending into the community. reported that religion was a “very important” component of a funeral, An article in the Boston Globe (2016) points out that the industry must down from 49.5 percent five years ago (NFDA, 2017). This is reflected adapt to changing consumer demands to survive: in the request for funeral services and memorial celebrations that do Death is inevitable, but, increasingly, traditional burials are not. not follow traditional religious doctrine or require participation by From diamonds made from cremated remains to eco-friendly religious leaders. interments, the $20 billion funeral industry is being reshaped, Families today seek greener, natural, and sustainable options creating opportunities for the entrepreneurially-minded, and to embalming and final disposition. Companies that provide financial hardship for those with business models more set in biodegradable caskets, urns, shrouds, and organic flowers have stone. experienced increased demand for their products. Successful funeral businesses must find ways to incorporate services Many consumers no longer want funeral services to be sad or somber that provide personalization, are eco-friendly, and capitalize on affairs, but prefer a more positive and personalized celebration to the popularity of technology and social media while adapting their honor the person’s life. Families are increasingly seeking services and business to the changing industry. celebrations that include multi-media presentations and live streaming Cremation is more popular today than ever before due to lower that reflect the individual’s unique preferences in music, foods, clothes, costs, concerns for the environment, religious acceptance, less space art, hobbies, interests, passions, and memorabilia. Families may plan for cemeteries, especially in urban areas, and more creative options events that take place in the community, such as firework displays, Funeral.EliteCME.com Page 33 or memorial gatherings, held in a park or other venue, that are more flowers or other remembrances, guests may be requested to donate festive and designed to have everyone share in a joyous celebration of online to the deceased person’s designated charity. the person’s life. ● Crowdfunding websites assist the family with financial hardships The Internet and social media are dominating forces in society today to pay for funeral expenses and provides a way for the community and this is reflected in all areas of the industry. Beginning with initial to support the family. consumer contact, marketing, planning, writing obituaries, live Online counseling and grief support resources are available to assist streaming of services, video and music presentation, celebratory and family and friends. memorials events, and products for remembrances, are technology A 2016 survey conducted by Frazier Consultants found that 52% of based and shared on social media through Facebook, Twitter, YouTube, the funeral directors that responded felt their funeral home was ready Skype, Google Hangouts, and other social sites. Technology related to to meet the new changes and any challenges they might bring. About funeral services may include: 33% of the funeral directors felt they were somewhat prepared, and ● Funeral services and multi- media memorials streamed live in real just over 14% of them felt that their funeral home needed to do more time to allow family and friends to be a part of the celebration if in order to prepare for coming changes (Frazier, 2016). they are unable to attend. ● Individuals participate online by offering memorials and The time to change is now and each funeral business must develop a communicating with family and friends in real time online. model that is responsive and respectful of consumer preferences for ● Many families choose to honor their loved ones through charitable personalization. The business must incorporate online strategies to donations through websites and social media posts. Rather than expand, update, and improve, to provide the highest quality of service. Comprehensive preplanning Many people find it difficult to think about death and some do not funeral home that meets the emotional and financial needs of their until they are faced with the responsibility of handling arrangements family and reflects their wishes for a unique celebration of life (NFDA, for a loved one. Today, consumers are engaged in technology and may 2017b). find it easier and less emotionally taxing to initially gather funeral Preplanning also allows families to make decisions in a thoughtful and information online as a way to begin planning for themselves or loved organized manner without the stress of trying to make arrangements at ones. the time the death has occurred. According to the NFDA, increasing number of adults find that Preplanning does not necessarily mean prepaying though financial preparing for the inevitable is a wise decision. Planning one’s funeral concerns and information on funding sources are important in advance allows individuals to do their homework and select a components of the process. Bill of rights for funeral preplanning An ethical and reputable NFDA, funeral home will ensure the ● State in the contract where and how much of the funds paid will be following rights and protections (NFDA, 2017c): deposited until the funeral is provided. ● Provide detailed price lists of goods and services. ● Explain in the contract who will be responsible for paying taxes ● Provide a written statement listing all of the goods and services on any income or interest generated by the preneed funds that are purchased and the price. invested. ● Give you a written preneed funeral contract explaining, in plain ● Inform in the contract whether, and to what extent, the funeral language, consumer rights and obligations. home will guarantee the price of goods and services purchased. ●
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