Across Borders, Across Traditions: NFDA Unveils Historic Global Study

Report underscores NFDA’s global leadership in funeral service research. 

Brookfield, Wis. – Reinforcing its position as the world’s leading funeral service association, the National Funeral Directors Association (NFDA) has released the first-ever global study of consumer attitudes toward funerals and funeral professionals. Across Borders, Across Traditions: A Global Study of Funeral Preferences is a landmark research report that offers an unprecedented look at how consumers in 20 countries across six continents view funerals, grief rituals, burial, cremation and the role of the funeral director. The full report is available at no cost to anyone in the funeral service profession at NFDA.org/Research. 

“This is a game-changing moment for funeral service,” said NFDA Chief Marketing officer Stephanie Wagner. “No other organization has undertaken a study of this scale, depth and cultural diversity. As the global conversation about death, grief and remembrance continues to evolve, NFDA is leading the way with innovative research that empowers funeral professionals to adapt, innovate and serve families more meaningfully than ever before.” 

NFDA designed and funded the study with guidance from its Global Advisory Group and support from funeral service leaders worldwide. The findings are based on more than 4,000 consumer surveys conducted across Africa, Asia, Central and South America, Europe and North America. Key insights from the report include:

• The power of funerals is universal – Nearly 96% of respondents found funerals to be healing experiences, regardless of culture or disposition method.
• Burial and cremation both have emotional impact – While cremation rates are rising, more respondents found funerals with burial “very helpful” for healing than those with cremation.
• Consumers need guidance – Nearly half of respondents have never planned a funeral, highlighting the importance of education and support from funeral directors.
• Cultural traditions influence service elements – Flowers, personalized music, photo tributes and personalized eulogies emerged as the most important features of funerals worldwide.
• Sustainability is on the rise – Nearly 70% of consumers are interested in green or eco-friendly funerals, reflecting growing environmental consciousness. 

In addition to the report, NFDA created a complimentary action plan to help funeral professionals apply the survey’s findings in their day-to-day work and better serve today’s diverse and discerning families. 

“This study cements NFDA’s role as the global thought leader in funeral service,” said Wagner. “We’re proud to offer funeral professionals the insights they need to meet this moment with confidence, compassion and cultural awareness.” 

Download Across Borders, Across Traditions: A Global Study of Funeral Preferences, along with other pivotal NFDA research, such as a first-of-its-kind look at funeral preferences in the United States by generation, at NFDA.org/Research. 

NFDA is the world’s leading and largest funeral service association, serving 20,000 individual members who represent nearly 11,000 funeral homes in the United States and more than 40 countries around the world. NFDA is the trusted leader, beacon for ethics and the strongest advocate for the profession. NFDA is the association of choice because it offers funeral professionals comprehensive educational resources, tools to manage successful businesses, guidance to become pillars in their communities and the expertise to foster future generations of funeral professionals. NFDA is headquartered in Brookfield, Wis., and has an office in Washington, D.C. For more information, visit NFDA.org. 

Selected Educational Trust Receives Grant from Global Atlantic Financial Group to Expand  Workforce Development Programs 

LINCOLNSHIRE, IL — March 27, 2025 — The Selected Educational Trust is pleased to announce  that it has received a grant from Global Atlantic Financial Group to enhance and expand its  Workforce Development offerings. With staffing recruitment, training, and retention being among  the most pressing challenges for independent funeral home owners, this funding will provide  critical support and resources to strengthen the profession. 

Through this grant, Global Atlantic Financial Group’s financial support will allow the Trust to grow  its four key Workforce Development initiatives: the Employment Center, Career Center, Mortuary  Science Student Center, and Job Fairs. These programs serve as essential resources for  independent funeral homes seeking to attract, train, and retain top-tier talent within the profession. “We are thrilled to receive this generous grant from Global Atlantic Financial Group to elevate our  Workforce Development programs,” said Stefanie Favia, Executive Director of the Selected  Educational Trust. “This partnership enables us to provide independent funeral home owners with  the solutions they need to address the ongoing workforce challenges. By expanding our initiatives,  we continue our mission of supporting and advancing the independent funeral service profession  through education and career development.” 

The Trust’s Workforce Development programs provide a comprehensive approach to staffing  challenges. The Employment Center allows Selected members to post job openings with broad  visibility, including direct outreach to every accredited Mortuary Science School in the country. The  Career Center connects funeral professionals with potential employers while maintaining their  privacy. The Mortuary Science Student Center serves as a dedicated database of aspiring funeral  service professionals, helping member firms discover emerging talent. Finally, the Job Fairs facilitate direct connections between funeral home owners and Mortuary Science students, with  proven success in employment placements. 

As part of this initiative, the Trust will leverage its pre-existing relationships with mortuary science  schools to directly reach mortuary science students and early-career professionals seeking job  opportunities. New resources will be created and curated specifically for this demographic to  support their professional growth.

“At Global Atlantic Financial Group, we recognize the crucial role that funeral professionals play in  their communities,” said Tim Bridgers, Managing Director of Preneed at Global Atlantic Financial  Group. “By providing this grant to the Trust’s Workforce Development programs, we are investing in  the future of the funeral service profession, ensuring that dedicated professionals continue to  provide compassionate and high-quality care to families when they need it most.” 

This grant underscores the commitment of both organizations to strengthen the independent  funeral service profession through meaningful career opportunities and education. For more  information about the Selected Educational Trust and its Workforce Development initiatives, visit  www.selectedtrust.org or contact Stefanie Favia at stefanie@selectedtrust.org.  

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About the Selected Educational Trust 

The mission of the Selected Educational Trust (www.selectedtrust.org) is to provide the best educational  opportunities for the advancement and support of all who work within the independent funeral service  profession. To fulfill this mission, the Trust provides programs which offer scholarships to mortuary science  students and funeral service professionals, online education through its Institute for Exceptional Funeral  Service powered by National Guardian Life Insurance Company (www.funeral-institute.org) and networking  and employment opportunities through its Workforce Development Centers, now powered by Global Atlantic  Financial Group. 

About Global Atlantic 

Global Atlantic Financial Group is a leading insurance company meeting the retirement and life insurance  needs of individuals and institutions. With a strong financial foundation and risk and investment  management expertise, the company delivers tailored solutions to create more secure financial futures.  The company’s performance has been driven by its culture and core values focused on integrity, teamwork,  and the importance of building long-term client relationships. Global Atlantic is a wholly owned subsidiary  of KKR, a leading global investment firm. Through its relationship, the company leverages KKR’s investment  capabilities, scale and access to capital markets to enhance the value it offers clients. KKR’s parent  company is KKR & Co. Inc. (NYSE: KKR). 

Global Atlantic Financial Group (Global Atlantic) is the marketing name for The Global Atlantic Financial  Group LLC and its subsidiaries, including Forethought Life Insurance Company and Accordia Life and Annuity  Company. Each subsidiary is responsible for its own financial and contractual obligations. These  subsidiaries are not authorized to do business in New York.

Transforming Funeral Service: NFDA 2024 International Convention Inspires Global Community

Brookfield, Wis. – The 2024 National Funeral Directors Association (NFDA) International Convention & Expo transformed the landscape for funeral service professionals, bringing together attendees from across the globe for a truly inspiring event from October 20-23 in New Orleans, Louisiana. Participants engaged in cutting-edge education, world-class exhibits and unparalleled networking opportunities, all designed to help them thrive in a rapidly evolving profession. As the largest gathering of funeral professionals worldwide, this year’s convention once again set the standard for excellence and leadership in the funeral service industry.

The total attendance for the 2024 NFDA Convention was 5,159 (3,504 participants and 2,015 exhibitor representatives). This total included 418 international attendees, representing 34 countries and territories. The Expo Hall featured 364 exhibiting companies which filled more than 87,500 square feet of exhibit space.

The NFDA Convention delivered an enriching experience, offering more than 30 dynamic education sessions and five pre-convention seminars. Curated by the NFDA Convention Education Task Force, these sessions provided actionable insights addressing both immediate business needs and future trends in funeral service, enabling funeral service professionals to apply their new knowledge when they returned home to their funeral homes.

Convention participants explored diverse topics such as emerging forms of disposition, including alkaline hydrolysis and natural organic reduction, the integration of AI in serving families, managing compassion fatigue, serving diverse families and effective digital marketing strategies. Traditional subjects like embalming, restorative art and cremation were also featured prominently, ensuring valuable takeaways for funeral service professionals.

Additionally, NFDA featured two enlightening keynote speakers. At the Opening General Session, sponsored by National Guardian Life, art historian Amy Herman used art to help attendees enhance their observational skills, uncover biases and improve communication. During the Closing General Session, Professor Jason Arday shared his inspiring journey of overcoming early challenges with autism and global development delay, imparting valuable lessons on resilience and motivation. Sponsored by Carriage, Arday’s session resonated deeply with attendees, fostering both personal and professional growth.

The world’s largest funeral service trade show took center stage, showcasing innovative tools that empower funeral directors to better serve grieving families and deliver meaningful funerals. The NFDA Expo Hall displayed the latest products and services from 364 exhibitors, one-third of which were first-time participants in the convention, reflecting current industry trends and advancements.

The 2024 NFDA Convention in New Orleans offered an unforgettable blend of education, networking, and local culture. The event kicked off with the Funeral Service Foundation Golf Classic, where participants supported the Foundation’s mission while enjoying a day of competition at TPC Louisiana. Past NFDA Professional Women’s Conference participants reunited with peers at the ReConnect event, sponsored by National Guardian Life. The profession celebrated in style at the Welcome Party at Mardi Gras World, a lively evening filled with music, local flavors, and a festive atmosphere, sponsored in part by Legacy.com and Batesville.

Key events continued with the All-Star Recognition Ceremony, honoring funeral service professionals for their achievements, and the Funeral Professionals: Young and New event, which brought together new professionals for an evening of camaraderie, appetizers, cocktails and an exhilarating true crime tour of New Orleans.

Perhaps most memorable was the Service of Remembrance. This moving tribute to members of the funeral service community who died during the last year incorporated the traditions of a New Orleans jazz funeral, complete with first and second line processions from convention center to the streets of New Orleans. Sponsored by Argent, Messenger and Tukios, the Service of Remembrance was a highlight for many attendees.

All of these events fostered community and highlighted the profession’s shared commitment to service and excellence.

Funeral Directors Give Back

Attendees came together on October 19 for a day of giving back to the New Orleans community, reflecting the spirit of service inherent in the funeral profession. Ten volunteers worked with Rebuilding Together to make significant improvements to the residence of a military veteran, showcasing the profession’s commitment to service. NFDA thanks the following sponsors of the Rebuilding Together volunteer opportunity: Cooperative Funeral Fund Inc., Mathews International and the Nicodemus family. Additionally, attendees contributed $2,541 to Rebuilding Together in a collection taken up during the Service of Remembrance.

Additionally, participants laced up for the inaugural Lasting Legacies 5K Run/Walk on October 22, benefiting a local charity. This event provided a unique networking opportunity on the scenic grounds of Lake Lawn Metairie Funeral Home and Cemetery, with proceeds supporting Save Our Cemeteries, an organization dedicated to the education and repair of New Orleans’ historical cemetery properties.

Big Winners

NFDA announced 1Director as the winner of the 2024 NFDA Innovation Award during the Opening General Session of the convention. 1Director is an all-in-one funeral home management software with an innovative approach to streamlining funeral planning. 1Director’s comprehensive platform enhances operational efficiency and communication for families during difficult times. Second place was awarded to Clear View Caskets and their INVISION TECHNOLOGY and nemu, an app for dividing family heirlooms, took third place. The NFDA Innovation Award is sponsored by ASD – Answering Service for Directors.

NFDA’s Funeral Face Off trivia challenge returned for its third year, with “Vince Gill’s Backup Singers” (Regan Mooreland, Henry Johnston, Larry Goodwin) winning the Precoa Cup. Before the NFDA Convention, 15 teams competed in several rounds of funeral trivia, leading to three finalists: “Return Homies” (Katey Houston, Brie Smith, Ivy Ostenburg); “Vince Gill’s Backup Singers” (Regan Mooreland, Henry Johnston, Larry Goodwin); and “Laveau’s Trocars” (Adelle Davis, Ashley Steele, Ashley Johnson).  At the convention, attendees could join a wild card round in the Expo Hall, where “The Diggers” (Frank Galante, Sara Giustino, Steve Johnson) emerged as winner. During the semifinals, “The Diggers” and “Vince Gill’s Backup Singers” advanced to a live final round. Special thanks to sponsors Precoa and @Need Marketing.

Memories of New Orleans

Professional photographers were on hand to capture the spirit and excitement of the 2024 NFDA Convention. Photos can be viewed online at NFDA.org/NOLAPics; attendees may download as many photos as they like at no charge.

Sweet Home Chicago

The 144th NFDA International Convention & Expo will take place October 26-29 in Chicago, Illinois. Chicago is a bustling metropolis that offers an incredible mix of urban sophistication and Midwestern charm. Attendees will be surrounded by stunning architecture, including the iconic Willis Tower and historic buildings along the Chicago River. The city’s diverse neighborhoods provide endless opportunities for exploration, from the vibrant arts scene in Wicker Park to the culinary delights of Chinatown.

Beyond its rich cultural offerings, Chicago is famous for world-class cuisine, as well as hearty fare, such as deep-dish pizza and Chicago-style hot dogs, ensuring attendees can savor local flavors. The city boasts numerous museums, including the Art Institute of Chicago and the Field Museum, where history and art come alive.

With a lively waterfront along Lake Michigan, there are ample recreational activities, from boat tours to lakeside parks. The friendly atmosphere of the city fosters makes it a perfect destination for a memorable convention experience. Whether attendees seek to unwind or dive into the local scene, Chicago promises an exhilarating experience filled with excitement and inspiration. More information about all Chicago has to offer is available online at ChooseChicago.com.

Sponsors          

NFDA thanks its 2024 International Convention & Expo sponsors for their continued support: 

• Medallion: NGL – National Guardian Life
• Platinum: Carriage Services, Federated Insurance
• Titanium: Tribute Technology
• Gold: Batesville, Elevia, Global Atlantic, Homesteaders, Legacy.com, Love Urns, Physicians Mutual, Security National Life Insurance Company, TruStage
• Silver: @Need Marketing, ASD – Answering Service for Directors, C & J Financial, Foundation Partners, Implant Recycling, Inman Shipping/Travel Plan by Inman, Johnson Consulting, Live Oak Bank, The Messenger Company, Passare, Precoa, Ring Ring Marketing, Tukios, Ultimate Canine
• Bronze: Argent Trust, Aurora Payments, Clear Point, Cesar Ornelas International Injury Lawyers, Doric, funeral365, Funeral Service Credit Union, Heartland, Madelyn Co., Matthews Environmental Solutions, NOMIS Publications Inc., Revere, Trigard, USA Today Network Obituaries

About NFDA

NFDA is the world’s leading and largest funeral service association, with nearly 20,000 individual members who represent nearly 11,000 funeral homes in the United States and 49 countries around the world. NFDA is the trusted leader, beacon for ethics and the strongest advocate for the profession. NFDA is the association of choice because it offers funeral professionals comprehensive educational resources, tools to manage successful businesses, guidance to become pillars in their communities and the expertise to foster future generations of funeral professionals. NFDA is headquartered in Brookfield, Wis., and has an office in Washington, D.C. For more information, visit NFDA.org.

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PHOTO courtesy of the International Center for Documentary Arts 

Right in the middle of the United States’ National Funeral Directors Association (NFDA) annual convention in New Orleans is probably a good time to drop information from a press release that we received in mid-September.

That press release, which you can access here, came from PR Newswire with information provided by Allied Market Research.  In all honesty, the press release was more than likely intended as a “teaser” for purchasing a more detailed report compiled by Allied Market Research.

However, the press release provided elements of the company’s research that we feel is important for death care professionals to be made aware of.  And, part of that research indicated that the Global funeral service market will grow at an estimated 3.8% CAGR (Compound Annual Growth Rate) through 2033.  If that was to become true then, according to the press release, the Global funeral service market would grow from $61.3 billion to $88.6 billion over the next decade.

Here’s what the press release states as the prime drivers of this projected growth:

1. A Rise in Geriatric population
2. Cultural shifts toward personalization and meaningful ceremonies driving demand for customized funeral services
3. Technological advancements offering opportunities for innovation in service delivery such as online planning and virtual attendance
4. Environmental consciousness

Here are some other quotes from the report:

 

• “The burial services market is witnessing a significant shift toward green burials”

• “The shift toward celebrating life, rather than traditional mourning, is leading to more personalized and unique services.”

• “The “immediate need” segment holds the major share of the market. . and is estimated to maintain its leadership status throughout the forecast period. . . . However, “the pre-planned segment” is projected to manifest a higher CAGR of 4.6% from 2024 to 2033.  Pre-planned funeral service are increasingly popular. . . .”

• “The “Offline segment” held a major share of the market in 2023. . and is estimated to maintain its leadership status throughout the forecast period.  The “Online funeral services market” is expanding rapidly. . and is projected to manifest a higher CAGR of 4.6% from 2024 to 2033.”

Tom Anderson
Funeral Director Daily

Funeral Director Daily take:  If you work in the death care profession daily I’m guessing that none of these points are surprising to you.  However, in a business profession where sometimes change happens slowly, you must realize that change does take place.

And, because change does take place, your place of business has to be ready for those changes that will be, more and more, sought out by the consumer public as time moves forward.

If you do nothing else you need to be looking into how you will be providing the growing services to your potential consumers.  From my point of view, it is apparent that a traditional funeral home that wants to continue to be a leading provider of death care services needs to look into the following:

• How do you provide options that “Celebrate Life” rather than “Mourn Death”?
• How do you move to a growing online presence and “self-administration” for some clientele while at the same time offering that personal touch to those that continue to want “Offline” care?
• How do you take your Preneed program into the 21st Century for those potential clients that want everything “online”?

I’m pretty certain that “taking care of clientele” will continue to be what funeral homes do.  However, “being taken care of” may mean different things to different individuals who have suffered loss and funeral homes need to know that they are prepared for as many situations as possible.

If you happen to be in New Orleans at the NFDA Convention make sure you spend part of today and tomorrow on the Expo floor and visiting with those vendors that may be able to help your funeral home get to that next level of service that future clients will be expecting.

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