Complete Story
01/30/2025
Bridging the Gap: What Funeral Directors Believe vs. What Cremation Families Do
As the U.S. marks the 150th anniversary of the first modern cremation in 2026, CANA invites funeral professionals to reflect on lessons learned over the past century and a half to enhance today’s cremation services.
Drawing on recent national research conducted by Fortitude Research for CANA, this session explores how funeral professionals perceive cremation trends and how those perceptions align—or differ—from actual consumer behavior. Participants will gain insight into bridging the gap between what families say they want and what they ultimately do when memorializing a loved one.
Attendees will leave with actionable strategies to meet evolving consumer expectations, enhance the arrangement process, and strengthen service offerings in a cremation-driven marketplace.
Key Objectives:
- Describe current research findings on cremation consumer behavior.
- Identify gaps between professional perceptions and family practices.
- Apply practical tools to create more meaningful cremation memorialization experiences.
Barbara Kemmis, CAE
Executive Director
Cremation Association of North America (CANA)
