By Chris Costello, NFDA Member at Large
Thank you for such a warm welcome to Arizona during my visit. It was great to see old friends and make new ones. My trip was seamless, as was the conference, thanks to all the work of Heather and the rest of the Board. I appreciate everything you did to make me feel welcome.
This year’s convention reinforced the value of connection. Whether through relationships or education, both are vital to success in our careers and businesses. Congratulations to the new Board: Megan, Matt, William, Kelly, Elisa, Trena, Victoria, Madison, Crystal, Nadene, Joshua, Donna, Steve, and Stephanie. Your commitment to the profession is deeply appreciated. A special thank you to Megan for her continued leadership as President.
Thank you as well to the vendors. You are an essential part of the death care ecosystem, providing valuable options for families and always being ready to support our work.
Times are changing. The NFDA’s most recent Consumer Awareness & Preferences Study highlights consumer trends that will help shape our industry. According to the research, 47% of consumers are interested in learning about human composting, also known as natural organic reduction (NOR). While this does not mean nearly half the population will choose it, it does show that consumers are interested in alternatives.
In 1995, more than 40% of people said they would consider cremation, even though the actual cremation rate was about 21% at the time. Look where we are today. If history is any guide, we have a chance to take the lead, become the most knowledgeable people in the arrangement room, and guide families through these decisions. Cremation taught us that when the public leads the conversation without our guidance, avoidable consequences can follow.
This is just one of many noteworthy findings about today’s consumers. The full report is available for download from the NFDA website, and a condensed version featuring key highlights was published in the Memorial Business Journal as a three-part series. Reviewing these insights can help you make stronger decisions for the future of your career and your firm.
The report also emphasized the importance of first impressions, whether through your building, your staff, or your digital presence. These factors are increasingly important to consumers, and they deserve our attention.
What the report did not address, however, is possibly the most important first impression of all: your role in the community.
The way we show up in our communities is often the first impression people have of who we are, long before they ever walk through our doors. Showing up is part of it, but being an active, visible, and consistent part of our communities shows families that we are invested in them before they need us.
Whether that means supporting local events, serving on civic boards, partnering with schools and faith communities, or simply being present when people gather, our community involvement tells a story about our values. It reminds families that funeral service is not only about responding at the time of death. It is about building trust, offering steady leadership, and being a reliable resource throughout the life of the community.
How are you, or your firm, making that first impression today?
As we work to stay cool during the summer months, let us also keep the connections we made at convention alive and continue to improve ourselves. By making room in our schedules for continued learning, we can stay informed about our ever-changing industry and remain the best, most valuable resource for the families we serve.
I hope to see some of you in Charlotte, North Carolina, for the national convention this fall so we can continue the conversations about how to best serve our families. For those who cannot make it, drop me a line. As your At-Large Representative, I am here to help, listen, and guide you through NFDA’s vast resources.