Darren Crouch on What the Time 100 Climate List Means for Deathcare—and Why Green Options Matter More Than Ever

Without fail, the conversations we have with the subjects of our Connecting Directors features always remind us why this profession matters—and why it must continue to evolve. That was certainly the case when we spoke with Darren Crouch, founder of Passages International, following the news that he had been named to the TIME 100 Climate list. Yes, that list—the one that includes heads of state, global financiers, the King of England, and even the Pope.

“I’m still pinching myself,” Crouch told me. “I couldn’t believe it was actually happening.”

A hard secret to keep

His inclusion came after a journalist researching the Green Burial Council interviewed him about the environmental impact of funerals. A few weeks later—just days before the NFDA Convention—he learned he’d made the list. 

“They told me on the Thursday or Friday before NFDA,” he said, adding that he had to keep quiet until the list was published. When it finally went public, the honor led him to Brazil during the same week as major global climate gatherings tied to COP30 Summit and Prince William’s Earthshot Prize. 

“It was really, really inspiring just to be there,” he said, surrounded by policymakers, investors, and sustainability leaders from around the world.

Preservation vs. sustainability

What is most striking, though, was not the glamour of the recognition, but why Crouch was recognized in the first place. His work highlights one of the hardest truths facing the deathcare profession: conventional funerals, as we have historically practiced them, are not environmentally sustainable.

“Conventional funerals historically in this country have been about preservation,” Crouch said. “We embalm the body so it doesn’t decompose… It’s all about preservation. But that’s not how Mother Nature intended this thing to work. We take from the earth our whole lives — whether it’s the water that we drink, the air that we breathe, or the food that we eat — and then when we die, we say, ‘Screw you—you can’t have anything back.’”

Green burial and more thoughtful cremation practices offer a different philosophy—one rooted in returning, rather than entombing. Natural burial, biodegradable urns, clean-burning cremation containers, and sustainable caskets allow families to make what Crouch called “our final, last decision… a sustainable, renewable, powerful, meaningful decision.”

Practical solutions to an urgent issue

The urgency goes beyond values; it’s also practical. Many communities are running out of cemetery space. Cremation rates are still steadily on the rise, if slowly. Yet, as Crouch pointed out, deathcare often treats cremation as a transactional afterthought. 

“We cremate a body, we give people the remains, and it’s like, ‘Good luck. Go figure it out,’” he said. “If we did the burial equivalent, it would be like embalming a body and saying, ‘Good luck—go figure it out.’”

That gap is one reason Passages launched its Etern.Life memorialization platform, which allows families who scatter cremated remains to geolocate the scattering site and create an online memorial. It offers something cremation families often lack: a place to return, reflect, and remember.

“We have to go where the consumer is,” Crouch said. “The consumers are already here. We need to get on board or get off the bus.” 

That means acknowledging the demand for scattering, green burial, and cleaner cremation—and creating services around them rather than resisting them.

Being named to the TIME 100 Climate list may be a personal milestone for Darren Crouch, but it’s also a signal to the deathcare profession. The world is paying attention to how every industry, including deathcare, impacts the planet. Green options are no longer fringe—they are central to remaining relevant, ethical, and economically viable.

When Words Matter: NFDA Releases Groundbreaking Communication Guide for Funeral Professionals

Brookfield, Wis. – The National Funeral Directors Association (NFDA) has released “When Words Matter: A Funeral Director’s Guide to Clear and Compassionate Communication,” a groundbreaking, research-driven resource designed to bridge the growing language gap between funeral professionals and the families they serve. The study and guide were unveiled today during the Opening General Session of the 2025 NFDA International Convention & Expo in Chicago. 

Available now as a free download at NFDA.org/Research, this new guide is grounded in original NFDA research conducted earlier this year with more than 1,100 U.S. consumers across four generations. The findings reveal a striking disconnect between how funeral professionals and families understand commonly used industry terms and offer actionable strategies for improving clarity, trust and emotional connection. 

“Families aren’t wrong – they’re simply speaking a different language,” said 2025-26 NFDA President Daniel J. Ford, CFSP. “Our words are shaped by training and tradition, while families’ words come from culture, faith, media and emotion. This guide helps us bridge those differences so families feel understood and supported.” 

Addressing a Widening Communication Gap

The guide grew out of a key strategic initiative within NFDA’s 2023–26 plan: to explore the differences and similarities in how funeral directors and consumers talk about death, grief and remembrance. 

While funeral professionals have long used terms like “funeral,” “memorial service” and “celebration of life,” the new study revealed that families often define – or misunderstand – these terms in radically different ways. 

For example, only 16% of consumers defined memorial service as a service with the body present in a casket – the same definition used by funeral directors.

And, more than 75% of respondents said they had never even heard the term direct cremation. Younger generations, especially Gen Z and Millennials, reported the highest levels of confusion and the strongest preference for clear, plainspoken language. 

“This is a pivotal moment for our profession,” said Ford. “Today’s families are diverse – culturally, generationally, spiritually – and they bring different expectations to the conversation. As funeral directors, we have a responsibility to meet them where they are – listening first and then speaking with clarity and compassion.” 

A Practical, Interactive Tool

“The gap between professional language and consumer understanding isn’t unique to funeral service – it exists in law, medicine, accounting and nearly every specialized field,” said Ford. “The difference is that in funeral service, the words we use carry extraordinary emotional weight. ‘When Words Matter’ helps us translate our professional terminology into language that resonates with families, building trust and understanding.” 

“When Words Matter” includes:

• Consumer quotes illustrating how different terms are perceived.
• Side-by-side comparisons of industry terms and plain-language alternatives.
• Conversation starters and roleplay scripts to train staff in empathetic communication.
• Website and print checklist to help ensure consumer-facing materials are clear and welcoming.
• Self-reflection questions for ongoing professional development.
• Team action plan templates for implementing changes over the next 90 days. 

“This guide is not a rulebook for funeral directors; it’s a conversation starter for the staff at your funeral home,” Ford noted. “Some of what’s in here may challenge long-held assumptions. But it’s also an invitation to grow, to serve with even greater excellence, and to ensure that every family walks away feeling seen, understood, and supported.” 

Part of NFDA’s Unmatched Research Commitment

“When Words Matter” continues NFDA’s decades-long commitment to producing the funeral profession’s most trusted, independent research. In the past year alone, NFDA has released:

• “Across Borders, Across Traditions: A Global Study of Funeral Preferences” (2025) is the first international survey of consumer attitudes toward funerals.
• “Changing Consumer Preferences: A Generational Perspective on Attitudes Toward Funeral Service” (2025) offers deep insights into how Baby Boomers, Gen X, Millennials and Gen Z think about funerals.
• “Consumer Awareness and Preferences Survey” (2025) offers quantitative and qualitative research on what U.S. families expect from modern funeral service. 

All studies and tools are available at NFDA.org/Research. “NFDA is proud to lead the profession in original, evidence-based research that helps funeral directors make informed business decisions and deliver meaningful service,” Ford said. “Language shapes experience and “When Words Matter” is another example of NFDA helping members strengthen the connection between what we say and what families hear.” 

A Tool for Every Funeral Director

Whether serving grieving families or advocating for the profession, “When Words Matter” helps funeral directors improve communication in their day-to-day work and long-term strategy. 

“In our profession, the words we choose aren’t just important, they’re sacred,” Ford said. “They shape the way people remember, heal and find meaning. This guide is one more way NFDA is helping funeral directors lead with integrity, empathy and skill.” 

NFDA is the world’s leading and largest funeral service association representing 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. 

December 23, 2024

Grief is a journey that no one wants to traverse, yet it is a path many will find themselves on when a loved one passes away. As we contemplate the profound impact of loss, it’s vital to recognize how we can reach out and support our friends during their times of sorrow. Understanding our role can foster connection and compassion, especially in a world filled with emotional challenges. When we think about navigating this sensitive subject, finding the right balance between offering support and respecting personal space is essential, particularly as families often seek services from adjacent resources, such as Rochester, NY funeral homes. Understanding Grief and Its Phases Before we can effectively support our grieving friends, we should take time to understand the grieving process itself. Grief is not linear and encompasses various emotions and phases: denial, anger, bargaining, depression, and acceptance. The upheaval following a loss can bring about tumultuous feelings, and it’s important to remember that your friend may oscillate between these stages throughout their journey. A critical way that we can help is by being present. Sometimes, your friend may need a listening ear more than they need advice. Allowing them the space to express their thoughts and feelings without judgment can be incredibly beneficial. It may be helpful to encourage them to share funny or touching memories they have of their loved one, a practice that can provide moments of solace amidst the turmoil. Offering Practical Support Helping a friend through grief also means offering practical assistance. Grieving can be an exhausting and overwhelming experience, leaving little energy for everyday tasks. Offer to help with simple chores—cooking meals, running errands, or helping keep things organized at home. Sometimes, just knowing someone is there, offering to shoulder some of life’s burdens, can alleviate the stress your friend is feeling. In addition to offering tangible help, suggesting options from local services can also ease the burden. For instance, if your friend needs support in navigating funeral logistics, it’s wise to mention reputable funeral homes, that they could consider, like Rochester Cremation. Knowing that compassionate professionals are available can bring reassurance and peace to their difficult journey. Creating a Comfortable Environment for Healing When it comes to helping a grieving friend, creating an environment that allows for open conversation is critical. While checking in on them is appreciated, remember to approach them sensitively. Each day might feel different for your friend, so the time you spend together should evolve based on their needs and feelings. Inviting your friend out for a walk—some fresh air can aid in emotional healing—might help distract them from their grief, although it’s essential not to force social interaction if they seem disinterested. The simplest gestures, like a text message to let them know you’re thinking of them, can go a long way, even if they don’t respond immediately. Respecting Boundaries and Understanding Signs of Need While offering support, it’s just as vital to acknowledge when to step back. Everyone’s process is unique, and not everyone is comfortable discussing their grief openly. Pay attention to their cues; if they seem withdrawn or if they indicate a desire for solitude, honor that choice. Encourage professional support if needed. Whether it’s suggesting a grief counselor or attending a support group together, prioritizing their mental health by finding professional help can be a game changer. Informing them about available local resources shows that you care and are looking out for their well-being. The road following a loss is fraught with challenges. Yet, knowing we can play a role in transforming a friend’s grief reality can inspire hope. In conclusion, as we support our friends during these heartbreaking times, let’s embrace compassion and understanding, remembering our larger community as we navigate the journey together. If you have questions regarding resources or services through Rochester, NY funeral homes, reach out for help. The existence of compassionate professionals at places like Rochester Cremation highlights that support is always within reach.