Generations in the industry

Funeral industry evolution through the eyes of crossgenerational professionals

No one aspires to be a funeral home director – at least, that’s what Miranda McGee was told by a funeral home owner guest speaking at one of her introductory college classes. Intrigued and spurred by the challenge, McGee turned to a friend and said, "That's what I'm going to do."

Switching her career focus from social work to funeral services, McGee is now just over one year licensed and says her instincts were spot on. “Being a funeral director tests me on so many levels: physically, mentally, emotionally… I get to be professional but also creative,” she explains. “You have to love the job to remain in the industry, though.”

The funeral sector is known for high burnout and low retention rates, which McGee says is mostly due to long hours and a lack of support. “A number of individuals I graduated with have chosen not to remain in this field,” she explains. “The demanding hours, lack of mental health support and wages that can't support a single-income household will discourage students and new licensees.”

Crystal Cameron

Answering a Life Calling

Crystal Cameron, a funeral director for nearly 14 months, says she didn’t realize how “involved” the job would be. “I could leave the office at 5 p.m. but end up on the phone with a family I helped that day writing an obituary or answering questions through email until late evening,” she explained. “I never want the families I serve to ever feel ignored or unimportant.”

Cameron was exposed to the bereavement industry when she was 14 years old job shadowing at a local funeral home. “I absolutely fell in love with the atmosphere of the funeral home and wanted to learn more,” she recounted.

Today, she feels privileged that families share with her the intimate details and life accomplishments of their lost loved ones and trust her to help plan a fitting farewell or tribute. “In my opinion, being in this profession is a calling, and it is very difficult to separate yourself from,” she explains. “I’ve gone home many nights and just sat and thought about the families I looked after that day.”

Maintaining authentic human connectivity

Fascination lured Doug Kennedy to the bereavement sector as a child growing up near a funeral home, and a passion to help others in their time of need led him to pursue a career in funeral services. Having maintained his licensure since 1975, he doesn’t view his life’s work as a series of business transactions. “I consider myself engaged in a personally rewarding career, as I see the effects of delivering services to people who've lost someone and the positive impact that has on helping them cope with the loss and move forward in their lives,” he explains.

“I consider myself engaged in a personally rewarding career, as I see the effects of delivering services to people who've lost someone and the positive impact that has on helping them cope with the loss and move forward in their lives

- Doug Kennedy

Doug Kennedy

As Kennedy watches society undergoing immense social changes, he wonders about the ability of funeral directors to remain effective. “This shift has been exacerbated by the pandemic and social distancing restrictions, but it started years before that,” he explains. “There was a move towards downsizing the ritual or the acknowledgement that someone had died and moving it from a faith-based event to more of a celebration of life event, which was fine and good, but it opened the door to scaling things down to almost direct disposition without any acknowledgment.”

Kennedy believes this erosion of ritual has an effect on the mental and emotional health of society. “We're losing our ability as citizens to express empathy and authentic caring from one person to another,” he says. “And with our digital age, it's increasingly more difficult in a text format to do that instead of speaking on the phone or meeting face to face where you can measure the person's authenticity by body language and eye contact.”

Virus restrictions usher in digital memorials

For better or for worse, the COVID-19 pandemic has ushered in a new technological dimension to a bereavement experience once conducive to emotional and human connection. “A current funeral trend is definitely livestreaming, especially because of limits on the numbers of guests and travel bans,” says McGee, adding that the funeral industry needs to embrace this online presence now more than ever. “When people can't attend a funeral, they are robbed of the opportunity to share stories and honour the life of the deceased,” she explains. “We’ve found a unique way to continue bringing people together, so we need to keep progressing in this area.”

Miranda McGee

While providing an element of accessibility for families, the digital transformation of the bereavement sector is not without its consequences for the industry. “I’m sure you will see a lot of the larger funeral homes closing or selling off their property because their space is no longer needed,” says Cameron.

To maintain business viability, many funeral homes now offload duties and services to third parties. “They're delegating certain services to subcontractors,” says Kennedy. “For example, their phones are being answered by third parties, and they can offer food and beverages but only in concert with a local caterer.”

The passing of timehonoured traditions

With more than 45 years in the bereavement sector, Kennedy has witnessed his fair share of industry trends. “In the 1970s, cremation in Ontario was under 10 per cent, and now in most jurisdictions, it's at anywhere from 65 to 90 per cent,” he says. “The traditional funeral – that has a lot of definitions, but I mean the visitation for a day, followed by a formal funeral in a church or chapel, and then an earth burial – is beginning to decline and being replaced by cremation or direct disposition methods, aquamation, and resomation.”

With the loss of traditional burials comes the loss of embalming, says Cameron. “Embalming is an art form, along with the art of restoration, so my fear is that, if this service becomes a memory, an art form will die as well,” she explains.

Like Kennedy, McGee is seeing many families choosing to downscale the ceremony and others seeking to incorporate more environmentally sustainable elements. “Multiple days of visitation are becoming less common, especially during the pandemic, and people are seeking more intimate and less overwhelming services,” she explains. “Eco funerals are also becoming a big thing.”

With long-established customs less in demand by mourning families, Cameron has noticed that the role of the funeral home is changing. “Families are more interested in doing their own thing without having a funeral home involved,” says Cameron, adding that this shift in consumer behaviour doesn’t concern her much. “As long as we’re taking care of families as they need us to and fulfilling their needs, my feelings about it shouldn’t matter.”

Adapting to trends while preserving purpose

Looking to the future, Kennedy says bereavement sector trends will revolve around the perceptions of consumers and what they see as meaningful. “Only the funeral homes that can provide those services in a meaningful and business-viable way will survive in the long term,” he explains.

Overall, Kennedy doesn’t see the evolution of the sector as positive or negative. “It’s just a reality,” he says. “It’s not going to be negative provided that families are fully informed about the whole process. They must fully understand what's going on so that it's meaningful, and if it's meaningful, it will be positive.”