I have a retired Lutheran clergy friend who, when we were both working, was not hesitant to tell families that “Death should be inconvenient”.  That sentence usually came during an arrangement conference when families struggled to try to fit in a funeral or memorial service between grandchildren’s youth sports events, family vacations, and holidays.

It usually came at a time when a family members said something like “The timing of grandpa’s death is just inconvenient for us at this time. . . We loved grandpa, but it’s just inconvenient”.

The pastor wasn’t trying to be “glib’ with his comment.  We both believed that the “inconvenience” that needed to be figured into the plans showed a sense of “humanity” first thinking.  We believed, and still do, that the “inconvenience” of the situation also shows the importance of the situation as it revolved around a human life being lived, lost, and celebrated.

This “inconvenience” revolved around when a visitation, funeral, or burial might take place.  In the days of traditional casketed burial it was generally accepted that the services should take place within a week or ten days as the outside limit of time.  That’s when sporting events, family vacations, college studies, and the like entered into the situation and contemplation.

That introduction leads me to an article that I recently read in Funeral Service Times which is published in Great Britain.   The article pertained to the growth of funeral preneed plan operator Golden Charter and some of the reasons that they believe the 60% growth spurt of the company’s “Direct Cremation” offerings has occured.

While the company believes that their product answers the consumers demand for “simple, dignified, and affordable end-of-life care”, they also believe that growth of Direct Cremation is not all about price or a wish to forego a ceremony, but that a Direct Cremation offers the flexibility to plan a separate event at a “convenient” time and place.

Here’s what Sorya Kousourou, Chief Customer officer at Golden Charter, said of that situation, “We’re seeing a clear and growing interest in direct cremation as more people become aware of the simplicity and practicality it offers. Over the past five years, the number of customers choosing this type of plan has more than doubled.”

What’s made Golden Charter preneed plans popular according to the Funeral Service Times article (which is behind a paywall) is Golden Charter “. . has upgraded its direct cremation plan to cover all cremation costs, with no hidden charges for families, and locked in today’s price to protect against inflation.  Families will also benefit from 24/7 support and the option to personalise arrangements through Golden Charter’s nationwide network of over 2,900 local funeral directors.”

According to the Golden Charter website, which you can access here, the guaranteed one-time cost for a preneed account is US$ 2,537.  That website will also let you see what is included in that cost and what is not included.

Tom Anderson
Funeral Director Daily

Funeral Director Daily take:  I’m a firm believer that Direct Cremation came to North America as the “low cost alternative to the funeral”.   Today I’m not so sure that is the only reason why families choose the option.  Certainly, it is a big part of the reasoning, however, I do think the “convenience” of Direct Cremation also plays a very big part in the decision by many families.

I take a look at American society today and see “convenience” decisions everywhere.  The convenience of home product delivery through Amazon, the convenience of home education through online learning, the convenience of home dinner through DoorDash, the convenience of watching television “on demand” through streaming options, the convenience of ready-to-eat pizza slices, burgers, salads, sandwiches, and the like at Casey’s convenience stores.

I look at those “convenience” options and continue to see them growing in today’s society.  As a matter of fact, I’m a disciple of Peter Lynch when it comes to investing  —  investing not necessarily on the analytics of companies but on the trends one sees.  That has actually led me to invest in Amazon, DoorDash, Casey’s,and online learning company Stride over the years and those decisions all paid off.  I get that same kind of “convenience” trend feeling for Death Care at this time.

It’s unfortunate, but I see many North American families making sure that death is convenient by choosing Direct Cremation. . . . And, I think that continuity and growth of Direct Cremation will cause some real challenges for those in the high fixed-cost traditional funeral home business.

Disclaimer:  The author of this article for Funeral Director Daily is a stockholder of DoorDash and Stride.

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