Greening the Funeral Industry

Environmental Attitudes:

Do environmental attitudes in death care affect

end-of-life choices?

Editor's note: this may seem like a fairly dry and technical article, but it's worth reading through to the end.

A guest on Wisconsin Public Radio recently caught my attention talking about attitudes and the environment. Thomas Heberlein, a professor of community and environmental sociology at the University of Wisconsin at Madison, has spent the last 40 years studying the effects of attitudes on people's actions when it comes to environmental issues. Inspired by the talk, I checked out Heberlein's book, Navigating Environmental Attitudes, with consideration for people's choices in death care regarding environmental issues. The premise of navigating attitudes compares marketing and messaging regarding environmental attitudes to rafting a river. We don't set out on a river rafting trip with tons of dynamite so that we can move boulders and alter the riverscape. Like boulders among the rapids, attitudes are difficult to move and it is far easier (and less expensive) to understand and navigate attitudes than it is to alter them.

Heberlein goes into great academic detail on the characteristics of attitude and how to measure attitudes of a population. Interestingly, while attitudes are a real and observable influence in behavior, an attitude cannot be held, it has no mass, color, temperature, or other characteristics we generally associate with scientific measurement. Generally speaking, however, an attitude can be observed when an individual likes/dislikes an object or agrees/disagrees with an idea. When observing attitudes, there is always an object. That object can be an idea (environmental conservation), movement (racial equality), or a physical thing (bees).

Like environmental attitudes, death care attitudes can be observed as having both cognitive as well as emotional characteristics. The cognitive aspect of public attitude can be influenced with information (facts or purported facts), logic, and reason. The emotional aspect of public attitude is influenced by individual experience and is harder to change. Public attitudes can also be modeled both horizontally and vertically. The horizontal dimension represents the number of cognitive supporting elements of an attitude. The wider the horizontal axis (i.e. more supporting elements) the more stable the attitude is. The vertical dimension represents the emotional experience and core values from which the cognitive assessment is derived. Supporting elements of attitude deeply rooted in an individual's core values and personal experience are difficult to change. Let us use this model to observe environmental attitudes and cremation.

 [I preface this model with the disclaimer that these are not my personal opinions (or my personal attitude) but observations from reading countless articles on the topic and in speaking with hundreds of death care professionals and families.]To illustrate on the horizontal axis, let's review four elements of public attitude (there are others) for choosing cremation as an alternative to a cemetery burial. Cremation is less expensive. Cremation does not occupy valuable land space. Cremation does not require embalming, casket, or a cemetery monument. Cremation was the choice of someone close to me (spouse, parent, grandparent, etc.). Each of these four elements is supported by an individual's values and experience.

In this example, we observe that this individual values money and has information or experience leading to the conclusion that cremation is less costly than a cemetery burial. This person values environmental conservation and land use. From the statement about embalming we might observe that this person has an emotional experience regarding embalming and also wishes to avoid unnecessary spending on a casket and monument. Lastly, the emotional connection to other members of family is a key factor in attitude. People find comfort following their family when it comes to making end-of-life choices.

We can assess that this individual's attitude, based on four cognitive elements each deeply rooted in both information (cognitive) and experience (emotion), is fairly stable. Moving just one of these elements (i.e. if cremation was suddenly more expensive) is not likely to change this individual's attitude. On the other hand, people's attitudes generally shift and change over time. This can be observed with maturity as values change over the course of a lifetime. In this example, an individual may discover a conservation cemetery that actually preserves land for environmental conservation and learn that a direct burial can be achieved without use of embalming, casket, or monument. This might be enough new information to change one individual's attitude toward cremation. Yet another individual, even with three of the four horizontal elements of attitude removed, may have a deeply rooted value (i.e. being cremated and interred next to a spouse) that upholds the individual's attitude toward cremation as an end-of-life choice.

It might seem as though navigating attitudes in death care is a hopeless exercise that will have us running in circles. We must recognize that two individuals with seemingly similar life experiences based on the same information and core values can have opposing attitudes on the same subject. Take for example attitudes on a contemporary environmental topic such as proposed legislation banning chemicals found to kill bees. Take notice that two individuals sitting in a barber shop in your local community can read the same newspaper article, share similar core values, and even vote the same politically, but have opposing attitudes on bees. We see the same in death care on a number of detailed subjects including embalming, metal vs. wood caskets, how comfortable a casket interior looks and feels, land use and cemeteries, etc.

I try to bring each of these columns to a close with a call to action. I offer this shallow glimpse into the well-established science of sociology and environmental attitudes to help us better understand our families' choices in end-of-life care. First, we must recognize that attitudes change slowly. During pre-planning we have time to ask questions to better understand the core values of an individual planning a funeral and offer new information and alternatives that may lead an individual to better decisions - decisions more in line with their core values. But even after offering what might be entirely new information, it takes time for the cognitive process to influence a change in attitude. This might happen over a few days, months, or even years but it certainly won't happen during that one hour session.

Second, by listening to our families and observing their core values, we not only put ourselves in a better position to provide a valued service, we build trust with our families. Human psychology (and sales training) tell us that good listening and comprehension skills achieve a mutual understanding of an individual's values and lead to trust in lasting personal relationships. People very much like to be understood. As for offering information, transparency is key. Separate your personal attitudes from factual information. It is helpful to offer a recommendation based on your own attitude, but be forthcoming that your recommendation is based on your own personal experience and core values. For example, "I value the environment as did my Mother, so when we buried her we decided to..." is an honest statement that discloses both your values and your own experience. Offering factual information comes more naturally. "The nearest conservation cemetery is 200 miles away. The plot and mileage expense would amount to about $xxxx. However, this rural cemetery just six miles outside of the city allows direct burial in a simple wooden casket without a burial vault and would save the time, expense, and environmental impact of the mileage." Even at the difficult time of need, offering both the richness of your experience and depth of your knowledge can help a family feel better about their choices - and build ever-lasting trust in personal relationships. This separates the practitioners from the professionals.

Author Jonas A. Zahn is the president and founder of Northwoods Casket Co., a manufacturer of environmentally friendly caskets made in Wisconsin. He has been involved in casket-making since building a casket for his Grandfather in 2004 and now distributes sustainable caskets to funeral homes throughout the United States. Jonas has a Bachelor of Science degree in Civil Engineering from the University of Wisconsin at Madison. Jonas can be reached by email at [email protected]. Visit Northwoods Casket online at www.NorthwoodsCasket.com.

The article is sourced from Funeral Home & Cemetery News and reproduced in its entirety with permission.

Dave Hepburn assumes the helm at Historic Union Cemetery

Dave Hepburn

Bakersfield, CA - The Union Cemetery Association Board of Directors has named David N. Hepburn, Jr. as the new General Manager of the 141-year-old historic memorial park in Bakersfield, CA. Hepburn replaces outgoing manager Ruthe West who has been with Union Cemetery for 27 years.

The appointment comes amid many new changes for Union Cemetery, including the complete re-branding of its marketing, major fencing and landscaping improvements, development of a covered cremation niche pavilion, and implementation of a new advance need sales program. Many of these projects were spearheaded by Hepburn, who has been consulting with Union Cemetery for the last 18 months.

Acknowledging the legacy of his predecessor, Hepburn said, "Ruthe has demonstrated that the role of manager is far more than an administrative function, but one of caring stewardship for the remarkable heritage of Union Cemetery, and of course, for safeguarding the stories and memories of all those loved ones who rest here. I'm deeply honored to follow in her footsteps."

With the new leadership in place, Union Cemetery is continuing its role as an active participant in the community and industry as a member of many local, regional, state and national trade associations, including the ICCFA.

Hepburn was born into the cemetery industry. His father and grandfather were active as cemetery owners and suppliers for over 70 years, and while attending high school and college, Hepburn worked in the family business. Hepburn decided, however, to pursue a different direction and headed into international banking after graduation from USC. In 1980, Hepburn returned to the cemetery business to assist his father and has been back in the industry ever since, providing consulting services and directing the sales activities of major mausoleum builders and cemetery properties.

"I know that my father and grandfather would be proud that I'm carrying on the family tradition," said Hepburn. "I cannot think of a better place than Historic Union Cemetery to bring all of my family history and experience to bear."

Union Cemetery was established in 1872 and has become a part of the historic landscape of Bakersfield. It is the resting place of the founder of Bakersfield, Col. Thomas Baker, as well as numerous pioneers, settlers, soldiers, judges and politicians who were an important part of Bakersfield's past. The cemetery also provides a wide selection of memorial spaces for contemporary families who want to forever be part of the continuing story of Bakersfield. The 80-acre property is owned and cared for by the Union Cemetery Association, a non-profit organization. More information can be found at www.UnionCemetery1872.com.

FTC staff issues important opinion

On January 2, 2013 the FTC Funeral Rule Coordinator issued an advisory opinion stating the FTC Staff's positions under the Funeral Rule concerning the rights of Funeral Providers to charge clients additional amounts where they have specific circumstances that cause additional costs.

The original request for an opinion was filed on April 21, 2009 by the author and it dealt with the right to charge an additional fee and the manner of disclosing any extra fees on the General Price List (GPL) and the Statement of Funeral Goods and Services Selected (SFGSS) for handling an obese body.

The inquiry filed in an email by the author asked the following:

"I checked the FTC site on the question of whether a funeral provider could charge an extra fee for handling an obese body and did not find anything. The fee would related to extra equipment and a bigger container in a cremation situation. Alternatively, can a crematory have a higher service fee for a direct cremation for an obese body? There are obviously additional costs involved."

The FTC Staff responded affirmatively that it was permissible and stated:

"It is the staff's view, for the reasons stated below, that the Rule allows a funeral provider to charge only the prices that are listed on its GPL or other price lists required by the Rule, and does not permit additional charges that have not been disclosed on the price lists. Funeral providers are free, however, to place reasonable limitations on the availability of any listed GPL item at a particular price, provided they also disclose sufficient information for a consumer to determine the additional cost if the stated limitation is exceeded."

Simply stated this means if the reason for additional costs is explained on the GPL so a consumer is able to determine the basis for a possible charge, it is allowed under the Funeral Rule.

The Staff explained its statement of policy by comparing the extra charge for dealing with obese individuals to the charge for an additional mileage fee as follows:

"It is not uncommon, for example, for a GPL to include a mileage limitation within which the provider will transfer remains to the funeral home for the flat fee stated, and to disclose an additional cost per mile for removals from beyond the mileage limit. This is expressly permitted by Section 453.2(b)(4)(ii) of the RULE which states that a GPL may include "retail prices (expressed either as the flat fee, or as the price per hour, mile or other unit of computation)..."

The Staff went on further in the opinion to explain:

"Thus, nothing in the Rule prevents a funeral provider from including in its GPL an express weight limit for its flat fee for transferring remains to the funeral home, so long as the provider also discloses the additional cost for removals that exceed the weight limitation. Similarly, a crematory covered by the Rule may include an express weight limit for the flat fee for cremation in its GPL if it also discloses the additional cost for cremation that exceeds that weight limit."

The Staff in its Opinion Letter went on further to illustrate how a funeral provider should deal with any additional costs that might result from providing a service where the number of people in attendance at a service exceeded the normal capacity of the facility:

"By the same token, a funeral provider may limit its stated GPL price for funeral ceremonies or memorial services to a specified maximum number of people in attendance. In that case, the GPL must also make clear the additional cost for services exceeding the specified maximum."

Funeral Providers should review their operations and see in what areas there may be additional costs that could justify additional charges. However, if the additional charges relate to charges that might be prohibited by state or local laws, rules or court cases because thy constitute discrimination against a protected class then no adjustments should be made. If no restrictions, then their GPL should be reviewed and modified to make sure it discloses the basis for possible additional charges. Similar adjustments should be made to the Statement of Funeral Goods and Services Selected.

Author Harvey I. Lapin, P.C., is a member of the Illinois and Florida Bars, a faculty member at the John Marshall Law School in Chicago, and is associated with Florida-based law firm Sachs, Sax & Caplan, leading the firm's Funeral, Cemetery and Cremation Practice Group. Harvey is a frequent convention speaker, and prolific author of articles about this profession.

Sourced from Funeral Home & Cemetery News for March 2013, reproduced in its entirety with permission.