Changing the Conversation Around Cremation: Featured in American Cemetery & Cremation

American Cemetery & Cremation: Cremation Column

Movies, TV shows, and social media have shaped how we see cremation. It’s portrayed as “funerals are expensive,” so a person chooses direct cremation, is put into an urn, then either placed on a shelf or spread somewhere. For many families, they’ve made the choice for a basic cremation before even visiting a funeral home. And for many, it’s where the conversation ends.

But what if they were educated? What if you had the tools to show families their options before someone they loved passed away, or even when they’re right there in person? And what if the options you showed sparked a meaningful conversation instead of a quick decision? What if they inspired reflection, memory-sharing, and most importantly, a desire to create a service that honors the person they’ve lost?

In a time where over 60% of families choose cremation, showing their options is more than just practical. It’s an emotional turning point. You can either close the door on service discussions or throw it wide open and be the hero.

Options Shape Perception

Even when families are shown only the most basic choices, their thinking may be unintendedly guided to: “Keep it simple. Keep it affordable.” The result: many choose direct cremation with no service, no viewing, and no opportunity to gather and begin healing.

This isn’t because families don’t care. They just need the inspiration to think bigger and know what it means when they don’t and have to live with regrets. That’s where you can really shine.

When you introduce a family to cremation options that feature artful, personalized, or symbolic designs, they begin to understand how these choices can act as a centerpiece in celebrating a life well lived. The right visual presentation communicates possibility. It says, “You have choices” and invites deeper thought and emotional investment in the process.

Did you know? Every month 300,000+ Americans search for both personal funerals and eco-friendly funeral options. This tells us that cremation doesn’t always mean basic. Families want more.

A Selection Room is Not Just for Burial

When a family chooses burial, you take them into the selection room to select a casket, so why not with cremation? Start by showing them the basic containers beside more premium options. Not only will you see their reaction, but from there on, you’ll see a change in their thinking.

Because visuals matter – they trigger emotion. Say a wife sees an option with a lake scene on it for their late fisherman husband. Suddenly, the memories of July out on the water, just the two of them, start coming back. Then it becomes: “Should I bring in some of his rods?” and “I should invite his fishing buddies to the service.” And you’re there to help guide them along.

Options like LifeArt cremation containers are designed with this idea in mind. With designs inspired by life, they show that cremation doesn’t mean cutting corners. It can be just as personal – and full service – as any traditional funeral.

But it doesn’t just stop at the container. Do you have coordinating urns and keepsakes they can see side by side? What if they still want to bury? Do you have urn vaults or a headstone catalogue? People are visually oriented and seeing options helps them create a mental picture of what their service could be.

So, is it time to switch up your showroom to showcase cremation options? To build this experience online? Seeing all their cremation options makes families more confident in their decisions. When they feel their choices reflect the unique qualities of their loved one, they feel good about the experience.

Show More. Serve More.

When funeral directors lead with thoughtful, visually impactful options, families respond differently. Instead of “just cremation,” they start talking about:

• Holding a viewing for close family and friends
  
• Adding keepsakes to share among loved ones
  
• Hosting a celebration of life that reflects the person’s interests or personality

This is where your wealth of experience with traditional burial services and products comes into play. You already understand how to guide families through creating personalized, heartfelt burial ceremonies. Now, it’s about applying that same care and creativity to cremation.

Let them see what a service with cremation could look like with a viewing, a ceremony, and different kinds of gatherings. People nowadays are always looking for different ways to personalize. Do you offer at-home or in-the-community celebrations of life? Whatever options you offer, simply let them know on your website and in person. You’ll get more planned services and more satisfied, repeat families.

People Heal Better Together

When families choose more funeral services, they’re not just making arrangements. They’re creating space for their community to show up and support them. For friends, neighbors, and extended family to say their goodbyes, share stories, and offer a helping hand. These shared moments help families feel less isolated in their grief and more connected to those around them.

Rather than simply moving on from a direct cremation with little closure, families who take the time to plan find greater comfort in knowing they honored their loved one in a way that mattered, not just to them, but to everyone who cared. That experience leads to fewer regrets and a deeper sense of peace.

And when families are guided through this kind of planning with care and clarity, they’re more likely to see your funeral home as a vital partner in their journey, not just a provider of services, but a source of lasting support.

Be Memorable in Families’ Minds

The funeral profession is built on relationships, and those relationships are built on the families’ experience, or lack thereof. If families aren’t told about cremation options, the end result is “I’ll just go with the basic package.”

Now some will always want the cheapest option, but many will want more. If all families know what you offer is the same, standard options that everyone offers, what’s drawing them back to your funeral home?

What families remember long after a service isn’t always the cost or the paperwork, it’s how they felt. Whether they felt supported and seen. And whether they honored their loved one in a way that mattered.

The right cremation options, those that truly speak to the life lived, can elevate the entire experience. Families are more likely to walk away feeling at peace and feeling connected, and they remember who helped them create something meaningful. Not only do they come back, they tell others.

Make Choice a Team Effort

Introducing new cremation options isn’t just about placing them in the arrangement room. It requires a team approach. Your staff needs to understand how to present these options in a way that feels natural, respectful, and aligned with the family’s needs.

Equipping your funeral home team with the right tools and training can make all the difference in how new cremation options reach your community and are received. Your staff plays a vital role in shaping each family’s experience, and giving them confidence starts with meaningful support.

Resources like:

• Professionally designed brochures and marketing materials
• A branded landing page to help families explore options at their own pace
• Pre-written emails and social content to spark interest
• Training videos and ongoing support to guide staff in conversations

These materials make it easier for your team to show and educate families on their options, helping them feel more supported, more informed, and more inspired to plan something meaningful.

Look to Your Providers for Support

You already wear so many hats; you don’t have to shoulder the responsibility of change alone. Product and service providers like LifeArt by Terrybear are often equipped with ready-to-use resources to support you and your team.

From marketing kits and digital tools to staff training and showroom display materials, providers can act as partners in helping you enhance your offerings and communicate them effectively.

Don’t hesitate to ask your suppliers what they offer. You may be surprised by how much support is available, and it means you’re not starting from scratch. You’re building on proven tools and strategies that are already designed to help you succeed, so focus more on your families and less on logistics.

A Conversation That Connects

Ultimately, the right cremation option isn’t about sales. It’s about helping families understand that, even when choosing cremation, a service can still feel personal, dignified, and complete.

When a family is shown a cardboard box next to their options, they may choose the basic. But when they see a choice that feels meaningful, they ask questions. They share memories. They start thinking about what their loved one would have wanted.

And in that moment, a true celebration of life begins to take shape.

Funeral professionals are in a unique position to guide these conversations. By choosing to show better options, they not only create more rewarding experiences for families, they set themselves apart in a competitive, evolving market. Be the place known for better cremation options.

If you're interested in reading the featured article in American Cemetery & Cremation, follow the link here.