Understanding History, Part 2: The First Purpose Of Funerals

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When we look at past funeral practices we can lose sight of their main purpose, because their main purpose is so taken-for-granted now that we never even have to think about it.

But for most of history people sure did have to think about it.

In order to understand many elements of funerals—for instance, cremation and embalming—we have to step back from the conveniences of modernity to put ourselves in the shoes of our cultural ancestors. In doing so, we also can get a clearer understanding of how funerals are evolving today.

Our death practices serve two main purposes, one practical and one ceremonial.

The practical purpose is to take care of a dead body, which generally means stopping the decomposition process and/or putting it somewhere away from where people live.

The ceremonial purpose is to hold a social gathering which might be considered optional but usually isn’t, because the body is meaningful. Whether the ceremony is a religious ritual or a secular event, whether for many people or only for a few, whether conducted according to a traditional program or ad hoc, we usually do something careful, respectful, and social when someone dies.

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Understanding History Part 1: Introduction

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When we’re trying to decide what types of funeral arrangements to buy there are certain considerations that come to mind, including how much we can afford, and what is necessary as far as legal requirements, respect for the deceased, religious traditions, and all of the concerns we have about grief and mourning.

Is too much of a funeral extravagant? Is too little of a funeral a mistake?

These questions underlie much of the work on this site, including the research studies I’ve been reviewing in recent weeks. Studying what people have been doing for their funerals and how that has been working out for them is helpful, and I plan to continue describing new research as it comes to light.

When making arrangements or advising others or just thinking about all the choices, one question that has arisen in my mind is, what have people done in the past? And I don’t just mean the past decades or even the past century: I mean, what different ceremonial things did we do for the thousands of years we’ve been taking care of our dead and leaving physical traces or written explanations that can be examined today?

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Surveys Show A Trend Toward The Least Expensive Cremation Choices

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Cremation’s progress in the U.S. is still in a state of flux. There are differing opinions around the funeral industry about what will happen next, and how the rate of change is changing. Has the cremation trend slowed down or is it speeding up? Are people who buy funerals planning to spend less or more?

Statistics on cremation and its effects on funeral practices are not plentiful but, as we’ve seen over the past dozen or so posts, there is data out there. Some of the questions I would like to see answered are often not addressed systematically, so in order to find out the prevalence of simple (or “direct”) cremation, for example, or what consumers are thinking about traditional funeral ceremonies, information must be cobbled together from various sources. Through that process, the best I think we get is a partial picture.

But I plan to continue work on completing the picture as I find more data to review. In the meantime, here are some final pieces from research by industry consultants and suppliers over the past eight years.

Johnson Consulting Group “Trends & Insights” report

One of the foremost funeral consulting companies reviewed over 235,000 sales records and over 70,000 customer satisfaction surveys from their client firms covering a recent two-year span. The study’s main focus is on information for funeral business owners, including topics related to revenues and profitability that aren’t relevant (at the moment) to this blog—but there are a couple of relevant pieces of information.

From 2014-2016, the study found a trend that matches what we’ve seen in other surveys, of an ever-faster increase in cremation adoption.

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NFDA Reports On Cremation, Ceremonies, And Disposition

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An important source of data regarding American funeral practices is the National Funeral Directors Association (NFDA), the oldest and largest of the funeral industry trade associations. The NFDA publishes a periodic report on cremation and burials, drawn from government vital statistics records and surveys of funeral homes, crematories, and consumers.

While the report focuses on information for funeral home managers to serve customers and plan for the future, it also gives another piece of the broader picture of what Americans are doing when they have to make funeral arrangements.

Disposition of Ashes After Cremation

NFDA studies, what was done with cremated remains (percentage of cases)1
2017 2015
Returned To Family 39.0 38.0
Scattered At Non- Cemetery Location 19.8 20.2
Buried Or Scattered At Cemetery 38.7 37.9
Placed In Columbarium Niche 8.6 7.4

Tracking with what we’ve heard from the CANA experts, a solid majority of about 60 percent of cremation customers are bypassing the cemetery—at the beginning of the process, at least—and taking the ashes home with them, either to scatter or keep.

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New Cremation Trends Include Taking The Ashes Home

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The key changes that cremation has caused in American funerals, as I explained last week, affect the two main segments of the funeral industry. First, ceremonies can be curtailed and no longer need to be held under the supervision of a funeral director, and second, the body no longer has to go to a cemetery.

These funeral home and cemetery effects are not directly related. The ashes can be interred at a cemetery whether or not there was a ceremony, and you can hold rituals regardless of burial plans. Only limited data exist to tell us what consumers are actually doing, because academic researchers do not conduct many studies of funeral purchases (and none recently), and the funeral industry tends to report only partial data—fragments rather than the whole picture. Through the studies already reviewed and some more to come, I will try to create an accurate picture of the overall impact of cremation.

Continuing, then, to build this data puzzle, we turn again to the Cremation Association of North America (CANA) for a few more pieces.

CANA, as noted previously, provides complete data on annual cremations performed in North America based on official vital statistics reports.

Although consumer research does not appear to be a CANA priority in recent years, back in the 1990s they did conduct one study that gives a useful benchmark for where things stood before the recent decades of accelerating change.

The CANA Special Report: 1996/97 Cremation Container, Disposition and Service Survey reported on a survey of 241 crematories which asked the crematory operators to provide details of 50 consecutive cremations. They were also asked the total number of cremations they performed during the previous year, which was used to create a weighted value proportionate to the 492,434 cremation performed in the U.S. in 1996. Results had a 90 percent confidence level of being within a deviation of about 5 percent.1

Following are results of the 1997 CANA survey:2

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1990-2015: FAMIC Survey On Preferences For Cremation And Funeral Services

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Study Of American Attitudes Toward Ritualization And Memorialization was begun in 1989 as a joint project of numerous funeral/cemetery industry organizations under the umbrella of the Funeral and Memorial Information Council (FAMIC). The first survey was conducted in 1990 by Wirthlin Worldwide and results were published in 1991, with followups by Wirthlin and then Harris Interactive about every 4-5 years since. The study’s purpose has been to gauge consumer attitudes about the industry as a whole, about the people who work in the industry, and about “ritualization and memorialization” services and products.1 In the early years of the survey, I believe showing changes in consumer attitudes was a primary emphasis of the reports. Recently, however, as I explained in the previous post, in recent FAMIC reports, historical data are not included for certain questions and information on related trends has thus vanished.

But by pulling data from several FAMIC reports we can still find useful information on how consumer opinions about funeral practices have changed as cremation becomes more prevalent.

Subjects: US adults in geographic, gender, and ethnic proportions intended to represent the general population. 1990: 1000 (635 age 40+); 1995: 1001 (584 age 40+); 1999: 1002 (615 age 40+); 2004: 961 (961 age 40+); 2010: 858 (507 age 40+); 2015: 1543 (1238 age 40+). Oversampling of several ethnic groups was conducted to collect data on certain questions. For sets of questions that qualified the respondent, such as “Were you involved in selecting a provider?” the number of valid responses to subsequent items may have been fewer than the total participants because only those who said “yes” to the first would have been asked. The method of the survey changed in 2015 when it was brought online; in previous years subjects were interviewed by telephone.2

Main findings

Between 1990 and 2015, as measured in the FAMIC studies, consumer sentiment regarding cremation has changed 180 degrees from negative to positive—from 61 precent unfavorable to 65 percent favorable.

Evidence for the reversal is most telling in the reasons people now give for choosing cremation: whereas in 1990 there were a couple of main rationales centered on the financial and land-saving advantages of cremation, now there are many. This indicates a tradition so familiar that consumers now see many advantages in it.

Respondents continue to feel very favorably about the people working in the funeral business, and most say they would not want to change anything about the funeral experience. However, perceptions of the value of funeral ceremonies have declined somewhat.

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FAMIC Data On Consumer Preferences

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Why do people choose cremation? If you have to make funeral arrangements, you might wonder what the differences are between various options, and also what most other people are thinking when they select one over the other. If you are in the funeral business, you’re probably also interested in these questions.

They don’t have simple answers, because they lead to many other questions—which I allude to in describing the scope of this project. I may well expend another 100,000 words digging into the differences between all the funeral choices.

As to questions such as what consumers think and whether they are happy with their choices, we need to pull together disparate research because there are no comprehensive consumer opinion data studies, unfortunately.

About every five years since 1989, the funeral industry has hired a public opinion research firm to survey consumer attitudes. In the 1990s the research partner was Wirthlin Worldwide, but since Wirthlin was purchased by Harris Interactive about 15 years ago the latter (I believe) has been the survey partner ever since. While this would seem to be a great opportunity to understand their customers, as we saw with the 1986 study (and, maybe, the 1996 study), sometimes the industry seems averse to certain research topics.

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Cremation’s Rapid Recent Increase In The United States

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During the early decades of the modern rebirth of cremation that began in the late 1800s, the U.S. had more crematories, and performed many more cremations, than in Great Britain, even though the overall U.S. rate was only a couple percentage points relative to annual deaths. In the 1940s, however, cremation took off over there in a way it never had here. In 1967, cremation was used in the majority of deaths in Great Britain, while the U.S. cremation rate was still only 4 percent.1

Cremation increased to account for about a quarter of all death dispositions by the end of the 1990s, at which time the historian of American cremation, Stephen Prothero, observed that the trend had “flattened out.”2.

A 2003 report by the Cremation Association of North America (CANA) showed that the U.S. cremation rate grew from 6 percent in 1975 to 19.6 percent in 1995, and reached 26.2 percent in 2001, for an average annual increase of about 0.8 percent. CANA projected the cremation rate would reach 43.6% by 2025.3

But the increase increased: A 2012 CANA report showed that cremation was actually used in 33.8 percent of U.S. deaths in 2006 and would grow to 42.2 percent in 2011 (see below for chart of annual rate increases).4

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How Cremation Is Changing Funerals

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The next few posts are going to be about cremation and its effect on American funeral rituals, with data showing how we are changing our funeral practices (and how things may continue to change in the future). To kick off this discussion, here is a very brief capsule overview of why cremation is an important topic:

Cremation has changed the way Americans do funeral rituals. The changes could be summed up under the general category of “short cuts.” There are two main areas of these ritual efficiencies, which the previous reviews of research studies have dealt with in part, but which I am going to address in more depth in this and upcoming posts.

First, cremation allows survivors flexibility in holding ceremonies, because they can have the body cremated and then not have to plan the ceremony according to any set schedule. Apart from being cremated, the body of a deceased loved one can’t really be left around for very long: according to the twentieth-century funeral model, the entire process of preparing the body for viewing, holding the ceremonies, and getting the body to the cemetery was only a window of a few days to a week at most. The funeral home had to do almost everything, and the family and other survivors had to work mostly within the funeral home’s time frame. With cremation, the family can take the few steps needed to have the body cremated, and then they can do anything they want, whenever they want. They never have to go back to the funeral home again.

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2011: Cremation Ash Disposition Without Tradition

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What Now? Cremation Without Tradition examined the experiences of people who planned, and conducted or participated in, ceremonies for someone who was cremated, with special focus on what they did with the ashes and how the experiences benefited the participants. The cases reflected the current trend in which the former authorities—funeral directors or clergy—have diminished roles or no roles at all. “How to create a ceremony from scratch” may become a widespread matter of interest for homegrown funeral planners in the next decade. Customers may still choose traditional ceremonies and burial of the remains. But more often they are going in a different direction. People who created ad hoc rituals for ash disposition can teach us something about different options for ceremonial treatment of ashes, and also about what makes “ritual,” in the generic sense of the word, work.1

Subjects: 56 adults, ages 20 to 85, average age = 44.3, “who were actively involved in cremation and ash disposition decisions.” 40 were females and 16 males. They described a total of 87 cremation ritual events—78 humans and 9 dogs. Most were current or former residents of California.

Main findings

Over 80% of the respondents said the personalized rituals they created were positive experiences, even when things did not go smoothly.

The act of ritualization came naturally to participants who had begun with no idea of what to do, and even though “Americans were quite aware that they were making things up,” the ceremonies were perceived as meaningful.

About 21% of the cases were buried at a cemetery, or were going to be buried, in whole or in part. Most of these were spouses interred to join a spouse who had already died.

Most subjects believed that scattering was what they were supposed to do with the ashes. Those who did not scatter, without prompting, explained why they had not done so.

Study detail

When someone dies, there are now many options for how to dispose of a loved one’s body, what kind of ceremonies to have, what kind of permanent memorial to have, or whether to have anything at all. Some people will their bodies to “science” and that is the end of it. Some bodies are cremated but no one ever picks up the ashes. For some, there is a funeral with embalming and viewing, and the body is interred at a cemetery after the cremation. In most cases, the only real requirement is that the body be removed from the space of the living, for which there are a limited number of allowed choices, and beyond that anything goes.

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