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do not believe in cremation and are significantly more likely than African Americans to indicate that their religion does not allow it. Catholics are directionally less likely to choose cremation. However, overall, a decreasing number of respondents indicate that they would not choose cremation because they do not believe in it (21%). The second most common reason for not choosing cremation is personal preference (18%). Of those who chose cremation in the past, according to the FAMIC study, the majority (67%) indicate that there was a permanent memorial of some type. Recent NFDA studies show that 54% of U.S. adults 40 and over would prefer cremation when planning their own funerals, with only 22 percent preferring burial (2012). 2014 NFDA Consumer Study Findings In this annual study, more than half of adult respondents said they would encourage their loved ones to plan a memorial ceremony, while 14% said they would discourage it. The top reasons for discouraging a memorial ceremony were simply not desiring one or it being considered unnecessary or too expensive. Some respondents stated their preference for some sort of service; for example, one that would be “short and simple” or a “party/celebration.” Most consumers (87%) do not shop around for a funeral home. Of those who do visit more than one funeral home, the main reasons for doing so are to compare prices and check available service options. What Consumers Want • Consumers want a funeral home where they already know the funeral director, one that is familiar (previously served family/friends), close to home and has a good reputation. • When choosing a funeral director, consumers look for honesty and trustworthiness in a professional who is caring, compassionate and sensitive to the family’s budget. • Details of most importance to consumers for their own funeral or the funeral of a loved one: a gathering of family and friends, honoring the wishes or prearrangements of a loved one and having a life celebration with an uplifting atmosphere. They also want personalized music and a ceremony or tribute to the deceased. • While a religious funeral service remains important to most, 29% of consumers feel it is not important, a rate that has continued to increase over the past three years. • The importance of having a body present for a funeral service has been decreasing over the past three years. • Most consumers (58.2%) associate a cremation with a memorial service. • Only 15.1% associate a cremation with preceding a traditional funeral (a 3.3% decrease since 2013). • Just over one-third (38%) are aware that they can view a body that is prepared but not embalmed prior to a cremation service. • Most (76.4%) do not feel it is important for a funeral home to have the word “cremation” in its name. 9/11/14 © 2014 National Funeral Directors Association 6. 0% 10% 20% 30% 40% 50% 60% Very important Somewhat important Not very important Not at all important Importance of a Religious Component in the Funeral of a Loved One 2014 2013 2012 0% 5% 10% 15% 20% 25% 30% 35% Very important Somewhat important Not very important Not at all important Importance of Having the Body Present for a Funeral Service 2014 2013 2012 7. © 2014 National Funeral Directors Association 9/11/14 2014 NFDA Cremation Business Practices Study The top four challenges to their cremation businesses identified by funeral directors are: 1. the decrease in families requesting traditional funeral ceremonies; 2. decreasing profit margins; 3. a decrease in families requesting memorialization; 4. competition from other funeral homes. It is the opinion of funeral directors that families choose direct cremation due to price, their personal preference and because more families feel that a funeral is not important. In the 45 states that allow funeral homes to own their own crematories, 37% of firms own a crematory; an additional 7% plan to build one in the next five years. In the five states (Maine, Massachusetts, Michigan, New Jersey, New York) that currently do not allow funeral homes to own crematories, the establishments are governed under cemetery rules and regulations. In contrast, in four states (Alabama, Florida, Georgia, Utah), crematories must be operated by a funeral home or a licensed funeral director (in Florida, a direct disposer) must supervise or be in charge (NFDA 2013 Report Card on State Cremation Laws). • Nearly all funeral homes have an urn selection area; almost one-third report that cremation families purchase keepsake items such as jewelry and keepsake urns. • Of the firms that own a cemetery, 70% have a columbarium (indoor or outdoor structure with niches for urns) and 22% have a cremated remains scattering garden; only 4% of funeral homes that own a cemetery have a casting area for cremated remains. • Pet cremation services are offered by only 17% of firms, while another 17% indicate that they plan to offer pet cremation services within the next few years. Twothirds of funeral homes have no plans to offer pet cremation. Direct Cremations Direct cremations account for 35% of the average funeral home’s cremation business, cremations with a memorial service account for one-third of its cremation business and casketed funerals with viewing and cremation account for just over one-quarter of its cremation business. Funeral
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