MasterTouch Cremation has recently been
studying extensive, unbiased research into consumer awareness, perceptions,
and preferences for cremation. It may surprise you that there would appear
to be some misconceptions on the part of many in the funeral industry with
regard to these consumers, misconceptions which are very likely inhibiting
the very business opportunity created by cremation. This section of the
MasterTouch Cremation web site will detail key findings in this research
and share other information that addresses the most frequently asked questions
of funeral professionals. We invite you to check back frequently as we'll
look to update this information regularly.
Issue/Question: Who is the cremation consumer? Time
to find out.
Elsewhere in
the MasterTouch Cremation web site, you can find statistical and trend
information regarding consumers and their growing preference for cremation.
However, one of the common misperceptions on the part of the funeral industry
is that the cremation consumer is chiefly – or almost exclusively
– motivated by economic considerations when choosing cremation.
This would seem to be an incomplete appraisal of the cremation consumer,
which research shows is also significantly interested in cremation for
reasons related to simplicity, environmental sensitivity, religion, spirituality,
and other reasons. For many consumers, cremation also seems more about
celebrating the life of the deceased love one and seems contrasted with
traditional funerals, which they perceive as focused on the death of the
loved one. These are powerful perceptions with little connection to issues
such as cost.
Certainly it's clear that while economic concerns
are a key component in the decision process for many consumers, research
has also shown that a great number of them are frustrated by the fact
that they're never even offered the option of cremation. (One commonly
heard complaint on the part of consumers is captured in this sentiment:
“I never even knew I had the option of cremation.”)
What's going on here? It could be that some
funeral professionals consider the cremation consumer less “attractive”
as a business opportunity and, at the same time, many consumers feel “funneled”
into many traditional and frequently higher-cost funeral services. The
“disconnect” is helping no one, really, and is one of the
primary motivations for having developed the MasterTouch Program. By educating
funeral professionals and consumers about cremation – by expanding
the conversation – MasterTouch believes the funeral industry can
expand its opportunity and better meet the needs of its local customers.
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Issue/Question: What is the traditional funeral?
The term “traditional funeral” has for years
been used as a kind of short-hand for a package of funeral products and
services that typically includes embalming, a casket, a viewing, a service
at the funeral home or place of worship, a cemetery burial, and a marker.
This package has worked well for both funeral professionals and consumers
by offering some kind of “standard” or predictable offering
at a time when decisions often prove challenging for grieving families.
However, while the “traditional funeral”
may work as a short-hand for the industry, there are a great number of
consumers for whom the “traditional” funeral has meant something
largely different: cremation. Yes, research has shown that like many family
traditions, cremation as a preference or a practice is handed down from
generation to generation. This kind of tradition may have started through
the immigration into the U.S. and Canada of other cultures where cremation
is more prevalent, or it may have grown within families of predominantly
European or Anglo-Saxon backgrounds. Therefore, by mentally framing the
context of “traditional funeral” in the jargon of the industry
(or at least the most common offerings of the industry), there would seem
to be a missed opportunity to connect with the motivations, emotions,
and other influences behind the traditions of cremation-oriented families.
The reality is that many cremations include the “standard”
items listed above, but also add the elements of the cremation itself
and then usually some kind of post-service gathering. And this is just
the so-called “tip of the iceberg.” There are numerous stories
of families employing various “traditional” aspects of funerals
within highly creative, sensitive, and personalized memorial services
for their loved ones. The MasterTouch Program additionally brings many
new and creative ideas to the notion of the “traditional”
funeral, and as a funeral professional, you are in the key role of educating
consumers about these new ideas and offerings, which in turn expand your
opportunity.
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Future Topics:
Please check back frequently as we address other issues
and questions of funeral professionals, including:
- Ethnic preferences for cremation
- Catholics and cremation – Are they for or against?
- Why a casket is still important to the vast majority
of cremation consumers
Plus, if you have a topic or concern you'd like
us to address, please feel free to visit our Discussion
Forum or email us.
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