Navigating the Cremation Surge: Lessons from Dutch Nie and NFDA’s 2025 Cremation & Burial Report

The National Funeral Directors Association (NFDA) 2025 Cremation & Burial Report confirms what the deathcare community is witnessing first-hand: cremation is not just growing—it’s reshaping the landscape of funeral service. 

According to the report, the U.S. cremation rate is projected to reach 63.4% in 2025, compared to just 31.6% for burial. Additionally, the report projects cremation to rise to 82.3% by 2045, while burials are expected to decline to 13%. 

Those particular statistics aren’t that surprising, as cremation rates have been climbing for years. What’s really revealed in the NFDA report, however, are the ripple effects of these numbers — along with some interesting projections that funeral directors should understand, adapt to, and prepare for now, rather than later, to survive and thrive in this evolving profession.

Dutch knows deathcare

For guidance in navigating the changing deathcare landscape, there is perhaps no better voice than Douglas R. “Dutch” Nie II, NFDA’s 2023-24 President and second-generation funeral director and owner of his family’s funeral home, Nie Family Funeral Home & Cremation Service in Ann Arbor, Michigan. After 35 years in the profession and multiple leadership positions on both the state and national levels, Nie knows a thing or two about how to best interpret the NFDA’s report — and he’s optimistic about the opportunities cremation can offer.

Nie has seen cremation evolve from an alternative to a mainstream choice. When he joined his family’s funeral home after leaving the Air Force, cremation already made up about 40% of their services. But as the numbers rise, he believes funeral directors must change how they present cremation to families.

“A lot of people will come in and ask for a direct cremation, or they’ll say, ‘We just want a cremation,’” he says. “That’s when we start the dialogue—what are we going to do prior to that? About 60% of cremations still include a service, and that’s encouraging. Cremation, if it’s communicated correctly to families, is just a disposition. You can still have a traditional funeral—all of those things that help a family acknowledge a death and begin to heal. That’s where the funeral director is the expert.”

At Nie’s firm, families are given options for witnessing and participating in the cremation, much like they would at a graveside service. 

“The crematory we use has a room where the family can have committal prayers,” he explains. “They can even participate by starting the cremation process. It gives them the same sense of closure they’d get from witnessing a burial.”

He’s seen how these experiences can transform grief. 

“When families realize cremation can be every bit as meaningful as burial, it changes everything,” he says. “They start their grief journey on the same footing as those choosing burial.”

Technology as a tool, not a threat

The NFDA report also highlights that while cremation is climbing, many funeral homes haven’t yet modernized their business practices. Only 36% of NFDA-member firms currently offer online cremation arrangements, though another 25% plan to within four years. Nie believes this hesitation stems partly from generational differences. 

“Some funeral homes still aren’t ready to make cremation arrangements online,” he says. “During COVID, we had to adapt—webcasting, online arrangements, Zoom meetings—and some directors embraced it, while others went right back to insisting families come in person. But the ones who adapted are now better able to meet families where they are.”

Technology, he insists, doesn’t replace human connection—it enhances it. “When you can have out-of-town siblings join an arrangement meeting by Zoom, they feel included,” he says. “That’s what matters.”

He also credits NFDA’s Remembering a Life platform for helping both families and professionals navigate new expectations. 

“It was intentional that we wanted resources for everyone and to make it navigable,” he says. “Every family’s situation is different, and the site helps people prepare before, during, and after a loss.”

Facing the workforce shortage

One of the most concerning findings in NFDA’s 2025 report is the growing workforce gap. While death rates are expected to surge to COVID-level numbers by 2045, employment in the profession is projected to increase just 4% over the next decade. For many firms, the availability of qualified personnel remains the top business concern.

“Even if every student in mortuary school found a job, we’d still have a shortage,” Nie says. “That’s why NFDA launched Journey to Serve, which helps active-duty and retired military members train for funeral service. We even worked with the Department of Defense so service members can attend mortuary school while they’re still serving.”

His own firm has adopted creative staffing solutions to manage workload and prevent burnout. “We use transfer services and per-diem embalmers when we’re busy,” Nie explains. “That way our licensed directors can focus on serving families and doing the work only they can do. Employees today want balance—you can’t burn them out.”

To build or not to build?

For funeral homes seeing a rise in cremation calls, adding an on-site crematory may seem like an obvious next step. The 2025 report cited previous NFDA research findings that between 2021 and 2023, the number of licensed crematories increased 5.2% to 3,400, and that more than one-third of funeral homes in the U.S. now operate their own crematories in the 45 states in which this is allowed. Another 10% plan to open their own within the next four years —but Nie urges careful evaluation. 

“It’s an investment, but it reassures families when you can say their loved one never leaves your care,” he says. “Still, for smaller firms, a co-op model may make more sense—partnering with other funeral homes to share the cost and the oversight.”

Whether or not a crematory is onsite or the service is entrusted to a partner, Nie recommends that any team member who meets with families be well-versed on all things cremation, including how to operate a cremator.

“Having those best practices really helps the funeral director,” Nie says. “They need to be comfortable with it, even if they don’t own a crematory. A lot of mortuary programs request that Mike Nicodemus [NFDA’s Vice President of Cremation Services] come in to give the students that knowledge. Then they can comfortably explain the process with families.”

A glimpse of hope in Gen Z

Not all of the NFDA’s 2025 data points to loss or decline. In the NFDA Changing Consumer Preferences survey, which was released earlier this year, Gen Z respondents showed a renewed interest in burial and ceremony. 

“It was very encouraging to look at that survey and realize that, for the first time in three generations, Gen Z prefers burial over cremation,” Nie says. “They know they need funeral directors, and they value personal connection. There’s a light at the end of the tunnel.”

He also sees growth in eco-friendly and non-denominational faith-based services as a positive sign.

“We’re seeing more families who want green options, or spirituality without religion,” he says. “That’s why NFDA offers celebrant training certification through Doug Manning and Glenda Stansbury’s InSight Institute. Having people on staff who are trained to facilitate a non-denominational service is meeting them where they are. They may not want the same thing their parents did, but they still want some spirituality.”

Leading the next era of funeral service

For Nie, the lessons of the 2025 NFDA Cremation & Burial Report are clear: adaptation is no longer optional. 

“We need to educate both funeral directors and consumers,” he says. “Offer everything to everyone. Whether it’s burial, cremation, or something in between—families still want and need what we do.”

Memorials, Honors, and Ceremonies

As Chelsea and I are taking Rowen to many of his “firsts” such as Aggie sports events and other special ceremonies, I’ve found myself thinking more about when my parents first taught me about etiquette and rituals as special occasions and memorials. As we have been going through this for the last year particularly do I have a much greater appreciation for all the planning and teaching that goes on before a child reaches kindergarten classes.

Quick self-test—what is the one thing each of these events or occasions has in common—memorials, honors, and ceremonies? Pause for 120 seconds and the answer should come to mind.

If it didn’t, perhaps it is because the clearest answer within arm’s reach seems to be the farthest away. Close your eyes and envision what’s happening. Something beautiful, special in that it tends to happen only once (a year at least if not just once forever). There’s a United States flag present at each of these occasions.

Consider a military burial. Among the ceremonial rituals is the folding and presentation of the flag that is traditionally draped across the coffin during the service. Two soldiers approach the coffin, pay their own respects, and proceed to carry out the flag folding with such dignity and respect that it’s not unusual to find a lump in your throat, holding back the tears at the beauty of the honor of the U.S. flag and how the service person is held in regard and esteem for their gift of time to our country.

Friday, June 14, was Flag Day, and while it may have been a while since your elementary school U.S. history class, the day was chosen for the day in 1777 where a single flag, then called the “Stars and Stripes” was chosen as the unified choice for the country rather than each state having its own signature flag. This event was on the occasion of the Second Continental Congress, so it was a key aspect of the formation of our country and what are now considered traditional values.

The Veterans Affairs Bureau notes that the Stars and Stripes…”was first carried into battle on September 11, 1777, in the Battle of Brandywine.”

As children, if we remember only one fact the teacher told us, it is likely the flag is never to touch the ground, but despite the myth that if it does actually touch the ground, it needs to be destroyed. That’s not the case but there is a relevant list/code of what is and is not appropriate for our flag, prepared by the American Legion:

• Only fly the flag in inclement weather if your flag is made of all-weather material.
• Fly the flag at half staff out of respect in the event of the passing of an individual held in honor or esteem, such as in the Executive Branch of the federal government or high-ranking member of the state government.
• Disposing of a flag is to be conducted by the American Legion; individuals are not to toss them away independently. For local information, you can always bring your deteriorated flag to us at our Callaway-Jones Funeral Center, and we will get it to the American Legion for you. For more information, read our resource online here. We will present you with an official flag retirement certificate and a custom commemorative coin for your family to know of your patriotic disposal.
• Flags can be flown at night, only if there is sufficient light around it to be seen clearly by everyone. Think about the large American flag by the Allen Honda dealership that is distinct in its appearance 24 hours per day. One is not to just leave the flag out overnight without proper lighting.
• Outside a business or office building, there are rules for which flags to fly, left to right, when facing them. As you drive around town, you’ll see numerous flags (U.S., Texas, other organizations, etc.) displayed together, such as outside banks. The first is the U.S. flag, next is the state, the city or county/municipality, the POW/MIA flag, the military branch flag, and finally, the American Legion flag. These are the rules for businesses with separate flagpoles. For offices with one flagpole, as long as the U.S. flag is the largest, and the first flag flown at the very top of the pole, several flags can be placed on the same pole.

Children learn flag etiquette in kindergarten and first grade, but often by the time they reach adulthood, they’ve forgotten the traditionally accepted rules.

If you’re not wearing a military uniform, men are to remove their hats and place them in their left hand, with their right hand over their hearts (with similar solemnity to prayer), and women have the option of keeping formal headwear on but more frequently will remove “gimme caps” and cowboy hats during the national anthem.

A salute is appropriate to offer if men and women are in military uniform at the time. Otherwise, the hand over the heart is sufficient to show respect.

On Flag Day our community was again blessed to have volunteers placing U.S. flags on display just as they do several times a year, and then to return at day’s end to retrieve them until the next occasion for our July 4^th holiday in three weeks’ time. Our beautiful U.S. flag: Long may she wave!

Cody D. Jones ‘02

Owner & Community Member

Nothing speaks wisdom like hard earned lessons learned.

And these 4 funeral professionals have some wisdom to share on one of the biggest topics right now… creating an unforgettable family (or customer) experience.

Why waste any time?

Let’s dive straight into the lessons from some of our favorite funeral professionals out there:

Lesson #1: Ask lots of questions to understand your families’ needs… then listen deeply to the answers

You might think that client families don’t want to talk much because of their grief and sadness. You might think they’re not interested in what you have to offer and just want to get the service over with. You might feel shy around asking deep questions that go beyond the normal “customer service” experience. 

And if you feel this sort of way about any of the above situations, we completely understand why. The way business has worked for so long has been direct, sales focused and customer centric. 

However now, sales IS service. Customers ARE friends and family. Deep questions ARE great customer service. It’s time to transcend the confines of the old client family journey, and treat every family like they are friends.

One business that is a great example of this is Eterneva. They begin every journey with their customers asking tons of questions about their loved one. And they stay up to date with them through every step of the journey.

Co-Founder of Eterneva, Adelle Archer, explained her process with us:

“When someone calls us, we don’t talk about diamonds. We just sit them down and ask them to tell us about their loved one. What made them special? You wouldn’t decide to make a diamond for just anyone.”

Now, Eterneva is a huge success in the funeral profession and their secret sauce is certainly this level of care and communication. Take this example below, where you see the closeness and frequency of communication they maintain with their client families, including them in every step of the service.

Lesson #2: Never assume a direct cremation family doesn’t want to create a meaningful experience

Industry expert Walker Posey, Posey Funeral Directors, believes that direct cremation is a result of lack of proper education on their options (among other reasons that he explains here). 

His biggest piece of wisdom that hit us hard is this:

“Today, many funeral directors simply don’t have the courage or skill to stop being an order taker and become the true advisor that client families actually expect to deal with. When a family comes in and sits down across from an order taker, they have no choice but to accept the inadequate options that are presented. The idea of associating cremation with limited or no service is very under-serving to the families who call on us and this habit must be stopped.”

Read More: Walker Posey Shares The REAL Reason Families Choose Direct Cremation

Lesson #3: Have affordable, easy personalization options available for families 

Now that we understand a direct cremation family isn’t necessarily what we think it is, let’s talk about offerings. What kind of options can you provide families with who choose direct cremation?

According to funeral director Joe Pray of Pray Funeral Home, props are a great start:

“We recommend investing in minimal props and elements that could work for most creative personalized services you plan. In many cases, the family will gladly pay the cost of the creative things that you suggest for the service. In some cases, the cost may be paid by the funeral home. Many props you develop for a creative service can be re-used for other services. The benefit will be well worth the expense in the eyes of the family and their guests.”

Pray Funeral Home is known in their community for holding extraordinary services with high levels of personalization and tons of meaning for families. This level of service translates into plenty of opportunities for growth, especially when it comes to their client families’ raving reviews. So next time you feel deflated by a direct cremation family, grab your props and educate families on their options!

Read More: 6 Service-Oriented Alternatives To Direct Cremation

Pray Funeral Home offered client families a chance to play “one last pool game” in honor of their loved one.

Lesson #4: Cooperate with local businesses rather than compete with them

It might seem counterintuitive to collaborate with businesses that do similar things as you. But think about it from the client families’ perspective. What would provide them the utmost care and support? A continuum of support from their community that is woven with care, or many separate services they have to seek out on their own to find support? We think the latter sounds much more difficult!

Take it from Felicity Warner,  the founder of Soul Midwives and the Soul Midwives School, who loved collaborating with funeral homes:

“Increasingly, we are working with funeral directors. One of the reasons is that people are very keen to see a line of continuous care for their loved ones… right through to the funeral and beyond.

Recently I worked with a family who were very keen to keep their father at home for three days, allowing him to “rest” with the family around him. The funeral director was fantastic; we worked with him very closely. He helped in every way that he could, popping in and keeping a very close eye and suggesting exactly the right moment for the body to be removed and with great delicacy and tenderness.”

Read More: We Interviewed a Soul Midwife to Discuss the Mind, Body & Soul Journey of Death

Put it all together, and what do you get?

There seems to be a common denominator between all of these funeral pros. Can you sense it? What is it that creates a successful client family journey? We’d love to hear the nuggets you pulled from this, and the lessons you learned! 

Share them with us in the comments below 🙂

Pssst…Need a website that offers a foundation of service?

Try the funeral profession’s #1 all-in-one website platform, f1Connect. If you’re interested in learning more about the f1Connect website platform, reach out to one of our Funeral Success Specialists today!

I’m watching the leaves begin to fall from the trees as I write this blog.

The silent journey of the leaves from the branch to the ground reminds me of the continuous cycles of change we experience…And not just the changing seasons, but the cycles of life, death and grief.

Here are some lessons these changing seasons can teach us about grief, death, and loss:

#1: Death is a completely normal part of life

When you look around during winter time, you see death everywhere. Bare trees, animals buried deep in hibernation, and the stark white snow covering everything (if you’re in the Northern Hemisphere). And the death of most everything around you can feel deep, dark and downright depressing. It can also feel never-ending. 

And yet, every spring, without fail, the snow melts and the flowers begin to bloom again. Death isn’t only natural, but it’s necessary for life. Nature teaches us that. And since we are nature, we must remember this, no matter how hard it gets.

#2: Resourcing ourselves for darker days ahead is natural

Let’s keep on with the metaphor of winter… When winter is approaching, animals and humans everywhere gather their harvests and store it for the dark, grimmer days to come. We know that the death of the many forms of life that nourish us is coming, and we resource ourselves for it. 

We can’t know when the death of a loved one is coming. It’s not scheduled, and set in stone, like the seasons. But, we can prepare for loss in general by resourcing ourselves. By finding peace with death in ourselves. By having a solid community. A great therapist. A daily practice that keeps us sane. Herbs and teas that help uplift us. With these resources already present in our lives, we can lean on them when we really need them, just like we do when the seasons change.

#3: Grief is real, but it will always change forms

When we see the seasons change, we see how all forms change, in all ways, and always. So why wouldn’t our grief change forms too? In the beginning, grief might feel like you’re being pinned to the ground, unable to function. And you might wish that your grief would just go away. But it will never just “go away”. Like a leaf falling from a tree, it will die and compost, and it will bring new life. 

I’ve heard many grief experts say that grief never goes away, but it grows with us. We relate to it differently as we move through all its stages. In a way, it becomes who we are. And it makes us more compassionate and open and tender, too. So instead of wishing away your grief, what if you just allowed it to move through its natural process and trust its presence in your life? 

#4: From our pain and loss, new life can form

As I mentioned above, grief and loss, like everything, also fuel new life. There isn’t a single person I’ve met who has told me that grief hasn’t changed them. It does change us. But sometimes it gets a bad rep. Sometimes we think grief “ruins” us. But if we really track it all the way, through its entire process, doesn’t grief actually break our hearts open? Isn’t there a tiny seed of beauty and compassion planted in every grieving heart? Doesn’t grieving help us to find our own depths, and have a more spacious way to hold others in compassion through their tough times, too? 

So maybe, then, we can find a way to let our grief transform us in the best way possible. 

Maybe, then, grief isn’t so bad, after all.

Maybe, then, grief is a wise teacher, like the seasons, and we can be ok with those teachings when they come.

How has the changing of the seasons inspired your grief journey? We’d love to hear from you in the comments below!