Cremation Generation The Growing Popularity Of Cremation
Growing up I can recall a family argument that seemed to recur often in our household of seven, it was always my parents on one side and either me, one of my four sisters (or some combination of us) on the other. The common factor in all of this: new technology. We either wanted a cell phone, an ipod or some innovative device yet to be developed in yesteryear, also known as the 70’s. The argument was always the same, and in some instances still arises today as more products are being pioneered and put on the market. “Well when we are growing up, we never had a cell phone,” they would say. Moreover, as different arguments arose, our never changing response could apply to each case: “Well times have changed.” Change is inevitable, and if you look back 30 years ago, or even 10 years for that matter, it is clear to anyone willing to open their eyes that we are not the same society we were in the past. We live in a world today where popularity is determined by how many friends you have on facebook, where there is such a thing as driving while “intexticated” and where an African American can be president of the United States. Consequently, in today’s world there are numerous ways in which we can define how we live. And in the same respect how we die. There are now several options available to families regarding how to memorialize their loved ones after they pass away. While it was once the norm to have a traditional burial consisting of a casket, visitation, flowers, funeral service, etc., it is now becoming much more common to opt for cremation. Up until the 1980’s, the national cremation rate was less than 10 percent. However, according to the Cremation Association of North America, as of 2006 the national cremation rate reached 33.61 percent, with a projection of 39.03 percent for 2010 and 58.89 percent for 2025. The funeral business is no stranger to change. But what accounts for these changes? For starters, the most palpable explanation can be attributed to economics. Despite Ben Franklin’s words of wisdom, “In this world nothing can be said to be certain, except death and taxes,” the funeral business lacks a heightened degree of certainty. Even with an ongoing clientele, there are other factors that affect the funeral business and its profit margin. Cremations are cheaper. While cremations come in around the $1,500 range, a traditional burial can cost up to $8,000. However, the economic factor has been analyzed and it is no secret to funeral directors that consumers are opting for the more economical alternative. Even so, economics is not the only factor that weighs into the decision of whether to have a traditional burial or a cremation. We live in a very niche society today. Previously, there were the Beatles, long hair traditional burials. Today styles are vastly different and incredibly tailored to fit each individual’s preference. Unlike the 60’s and 70’s there is no one band today to capture quite the audience that the Beatles did. CNN reporter Evan Buxbaum, in an article titled “Recession Leaves Funeral Business in Grave State,” wrote, “It is not only economics driving post life choices but also transient lifestyles and the desire for personalization.” Moreover, that personalization arises from all of the varieties of products that are now available to suit every aspect of a person’s lifestyle. As made evident by the dispute I would have with my parents when a new piece of technology would come out, our generation is fundamentally different from that of our parents, and it shows when deciding what we would want for our own funerals. To further investigate the generational gap affecting the funeral business, I developed a survey that I sent out to my friends in the 21 year old age range. To be honest, my first thought when developing the generation angle for this story was, “Who cares?” What 21 year old individual is going to have an opinion on the matter? Whether or not my friends want to be cremated has to be the furthest thing from their minds-or so I thought. The survey served as a tool to gauge how the millennial generation, or Generation Y or whatever other name we have been branded with, feels about how they would like to be memorialized and why. According to the final report of the survey, 53.85 percent of the respondents opted for cremation over a traditional burial when they die, with 30.77 percent choosing traditional burial (the other 15 percent had either no preference or did not deem it time to think about the issue yet. One interesting finding was that even with more than 50 percent opting for cremation, 61.54 percent of the respondents, when asked how they would like to take care of the arrangements for their parents and grandparents, chose traditional burial. This discovery can be attributed to the differences in generations and demonstrates the shift we are seeing between them. In order to determine the main reason among our generation for the growing popularity of cremation, I developed a list of common reasons for choosing cremation and asked those who prefer it to mark all the reasons that applied to them. With choices such as cost, the environment, religion, convenience, personalization of the ashes, etc., I expected there to be one or two dominating answers. However the responses were pretty well diversified, with no one answer receiving the majority of the vote. Conclusively, there is ultimate reason for the rising rate in cremations, thus alluding back to differentiating styles and personalized choices. Today the options are endless. The fact of the matter though is that more people want cremation, and they want to take care of those cremations in a variety of ways. So maybe rather than trying to figure out how to sway the interest back in favor of traditional burials, it would be more beneficial to figure out ways to accommodate the numerous personalized styles without an accompanying decline in profile margins. This does not mean, though, that traditional burial is doomed. There will always be those people wanting to preserve tradition and say their final goodbyes in person. After all, the majority of survey respondents would rather have a traditional burial for their parents. Why? Because their parents values are steeped in tradition. What is important now is keeping what already exists while also opening up doors for new ventures and new opportunities to cater to innovative wishes. I once saw a special on TV about urns created and decorated for the ultimate New York Yankees fan or any sports team you wish. Today once you choose cremation, the decision does not stop there. If you are an avid Lakers fan, there is an urn for that. If your beloved pet passes away, there is an urn for that. According to a Website I visited recently, you can even place ashes into a teddy bear to create a “huggable” urn. The options are endless. However is that the solution? To develop and market a variety of products, such as a teddy bear urn, in order to raise profits? Is that the key to increasing your consumer base and enhancing your relationship with families and new generations? Look at today’s form of communication and how it has evolved over time. The difference in generations is evident and can be seen through the different age groups. The goal here is to create synergy, to work together to create a result that is greater than the sum of its parts. How can all the different modes of communication not only coexist, but coexist effectively? Subsequently how can traditional burials and cremations do the same? The media has evolved with the changing generations in an attempt to answer that question. These days, just about every newspaper is available online. However prior media have not become obsolete, although they have been struggling just like some funeral homes are beginning to. The editors had to find a balance. The Pew Research Center has shown that older generations are more faithful to hard copies of newspapers as opposed to TV or online editions. The readership for the latter two comes mainly from Generations X and Y. While the readership of each is not completely cut and dry, however the different mediums can be said to represent different days and ages as times have evolved. They are all now trying to find a way to coexist, because they have to. They had to find a common ground that underlies each medium so that each age group is satisfied. Although the news is presented in a variety of different forms, it still provides its audience with what it wants: the news. It presents it in such a way as to cater to each generation. Consequently, the media have not only stepped foot into our generation but are being welcomed with open arms. The question then becomes how to balance that innovation with economics. So how can the funeral business also find that balance? What is the common denominator between traditional burials and cremations that can link the generations together? In other words, how can you welcome texting and facebook without having to get rid of phone calls and handwritten notes? Just as facebook allows its users to post pictures and videos of other members, the funeral business has also made strides to close the generational gap by not only providing pictures at services but also creating web sites in honor of those lives lost. Additionally, having these tributes on facebook, in addition to a casket or on a boat with an urn creates memories, and memories transcend all generations. Is just having pictures at a service enough to unmask that common denominator and really bring forth the memories and the experience the consumer wishes to share? After all, the best memories are represented not only through pictures but also through the stories that each picture represents. Facebook, for example holds the ability to tell someone’s entire life story through all of its applications and the information each user inputs onto his or her profile page. So maybe that is something to think about: traditional burials and cremations coexisting through their common denominator, the memories and experiences created according to what we as customers value, whether that be a conventional funeral or the spreading of cremated remains over a football field with the famed college fight song playing. Isn’t that what a business is all about: giving people what they want and value? With the vast array of opportunities to have personalized lifestyle, there is no longer a cookie cutter funeral and the rising number of cremations, along with the innumerable ways to memorialized a person through a cremation (of a traditional burial, for that matter) is accredited to the change we are seeing in society and the increased diversification of ideals and values. Change can be a scary thing. But it is very real and it doesn’t always have to be an idea to be feared. So while your VHS player may be good for watching old home movies, go out and buy a Blu-ray! Although my parents have tried to fight it, they are beginning to realize that new technology is just going to keep on coming, and there is nothing they can do about it.
If you or a family member have any further questions or concerns with respect to cremation, cremation services, cremation costs or a direct cremation please feel free to contact Cremation Options toll free 24 hours daily at 1-877-989-9090.
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