A Greener Way To Go

A Greener Way To Go

A Greener Way To Go2

A Greener Way To Go Background Methodology Findings Conclusions and Recommendations

Asa Goldman 5/2/2013


An Emotional Topic…


Moderator: I imagine that most of you will have been to a cemetery at some point in your life, be it to attend a funeral, visit a gravesite, or some other reason. Thinking back to the last time you were at a cemetery, how did you feel being there?

I am in the last stages of cancer and was wondering how i wanted my funeral etc... (FG, Female, Age 47)


A Greener Way to GoWhat is green burial? A question I have been asked so many

times during this project! A new alternative to traditional burial

that minimizes the impact of human remains on the health of the environment



Previous Research Much more study has been done in Britain,

as there are over 200 natural burial sites, far more than any other Western country.

Literature seems to indicate natural burial is more concerned with the landscape aspect, than the prevention of pollution

So can these findings be applied in Canada?



Purpose The purpose of this research project is

to determine the degree of support for natural burial among the general population and identify key characteristics of potential supporters.



Objectives Assess awareness of the Natural Burial

Association and the availability of natural burial

Establish demographic profile of Ontarians who would consider natural burial as an option for themselves

To develop a profile of respondents with regards to environmental attitudes and behaviours, and preparedness for end of life.



Methodology Online Survey using Vision Critical

Surveys and Discussions Canada Talk Now online panel from

iTracks Deployed February 25-March 4 Final sample size of 650 Ontario residents, 25 years and older



Methodology One online focus group of 9 people

using iTracks OLFG platform Held on evening of March 26 70 minute real-time online discussion Residents of Ontario, 25 years and

older, no one from funeral industry



Findings Awareness Is Low The Interest Is There What Is Important? Costs and Fundraising Conclusions and Recommendations



Awareness Is Low


Quite familiar Somewhat familiar Not familiar2.5

17.5

80.0

Fig.3 Few Are Familiar with Natural Burial

Are you familiar with natural burial or green burial?

n=650

5%

19%

75%

Fig. 4 Even fewer know the Natural Burial Association

Quite familiarSomewhat familiarNot familiar

Only asked of those familiar with natural burial, n=130


Awareness Is Low


Media reports

From friend or relative - word of mouth

Info from funeral home or cemetery

A friend or relative had natural burial

Natural Burial Association promotional materials

Natural Burial Association website

Fundraising Campaign

Other

48%

25%

15%

8%

8%

2%

1%

15%

Fig.5 Information coming from the Media

n=130

Most information that people are receiving is from incidental sources, where there is little to no control over the quality of the information.


The Interest Is There Despite the low awareness in the population, there

seems to be some broad degree of willingness to consider natural burial.


The Natural Burial Association is a cause worth supporting financially

I would prefer a natural burial

I would rather be buried in a natural environment than a manicured cemetery with tombstones

Natural burial is an option that appeals to me

Money spent on a funeral ought to be more focused towards preserving the land

Establishing more natural burial cemeteries is important

The Natural Burial Association is promoting a worthy cause

22%

24%

21%

24%

16%

14%

12%

50%

42%

38%

32%

34%

36%

36%

28%

34%

41%

44%

50%

50%

53%

Fig.6 Strong General Support for Natural Burial

Disagree Undecided Agree

n=650


The Interest Is There Because theoretical interest often does not translate

into action, participants were further asked to actually indicate how likely they would be to choose natural burial for their own funeral on a scale from 0 to 10.


Fig. 7

How likely are you to choose

natural burial as an option?

Classified As Percent (n=650)

0-3 Unlikely 32%

4-6 Uncertain 41%

7-10 Likely 28%


A Profile of Supporters


• A higher proportion of older participants unlikely to choose natural burial.

• Younger people may be more open to other options

25-44 years n=190

45-54 years n=147

55-64 years n=163

65 years + n=149

18%

30%

40% 42%

Fig. 8 Older Respondents Unlikely to Choose Natural Burial

Unlikely Uncertain Likely

n=649


A Profile of Supporters


Non-christian reli-gions n=41

Spiritual - no orga-nized religion n=73

No religion (in-cluding Atheist)

n=102

Catholic n=169

Christian (non-catholic)

n=260

44% 44%

26% 26%

21%

Fig. 9 Non-Christians Interested in Another WayUnlikely Uncertain Likely n=645


A Profile of Supporters little connection between the amount of

thought given to funeral arrangements and willingness to choose natural burial.

people who had pre-planned their funeral were less likely to consider natural burial.

Individuals who prefer to hike in natural areas were more likely to choose natural burial (44%) than those who prefer more sedentary pastimes,



The Environment A key assumption made in the promotion

of natural burial is that those with concern for the environment are more likely to be in favour of natural burial.

Currently, promotional messages are directed towards members of environmental groups, as they are easily identifiable and considered likely supporters



The Environment


Quite familiar n=16

somewhat familiar n=114

Not Familiar n=518

Overall n=648

9%

34%

56%

10%1%

16%

83%90%

Fig. 11 Environmentalists have some know-ledge

Yes No

Are You Familiar with Natual or Green Burial?

Do you Belong to or Support an Environmental Organization?

• Environmentalists are getting the message and are more aware of natural burial

• Yet only 10% of the sample belonged to such a group, and a broader net could be cast


The Environment


• Many people care for the environment• All these measures were scored higher by

those interested in natural burial

I will spend extra money for a product or service that is environmentally friendly

I buy local and/or organic foods whenever possible

I think about how my choices impact the environment

I make efforts to minimize my impact on the environment

Hazardous materials are disposed of safely

I recycle as much as possible

24%

36%

55%

69%

76%

91%

42%

38%

34%

25%

18%

6%

Fig. 12 The Environment is PopularSometimes Rarely/Never

n=650


The Environment


• The people who buy green are also identifiable – they likely shop at organic and natural foods stores

• They represent more people than the environmental groups (36% and 24% vs. 10%)

Unlikely n=206

Uncertain n=266

Likely n=178

44%41%

15%

32%

44%

24%22%

38% 40%

Fig. 13a Organic Foods Go With Green Burial

Rarely/Never Sometimes Often/Always

Likelihood of choosing Natural Burial

I buy local and/or organic foods whenever possible n=650

Unlikely n=206

Uncertain n=266

Likely n=178

48%40%

12%

28%

47%

25%

16%

32%

52%

Fig. 13b Green Spenders Like Natural Burial

Rarely/Never Sometimes Often/Always

Likelihood of choosing Natural Burial

I will spend extra money for a product or service that is environ-mentally friendly

n=650


What Is Important?Consideration

(self)Composite Score

Monetary/Financial cost to self and/or family 1291

Convenience: ease/simplicity of making arrangements 1022

Having burial arrangements consistent with my ethical /

philosophical views518

Religious Beliefs/Tradition 464

Environmental impact of remains 337

Burial is in a soothing locale 169

Establishing a memorial 91


Consideration (others)

Composite Score

Wishes of the Deceased 1524

Monetary/Financial cost to self and/or estate

812

Convenience: ease/simplicity of making arrangements

628

Religious Beliefs/Tradition 492

Gravesite is in a soothing and/or comforting locale 182

Environmental impact of remains 137

Establishing a memorial 116


What Is Important? Practical concerns such as finances and

convenience win out Environmental impact is a concern more

for one’s self than others Atmosphere and memorials seem to be

unimportant…



What Is Important? Focus Group Participants identified atmosphere and

memorials as an issue, though not top of mind Participants suggested and showed interest in developing

virtual memorials to replace physical markers


The view of all the tombstones makes you think what kind of lives they all have had. (FG, Male, Age 36)

There are other ways to denote who is buried in an area, if one is not tied to the idea of a particular slice of land being delineated. There could be a building with an account open to wide access which could have pictures, videos, songs, of the transitioned one for everyone to see. Families could put up family trees showing exactly where the transitioned one belonged in the lineage. (FG, Female, Age 59)


What Is Important? Some see a spiritual or sacred aspect to a cemetery This does not necessarily have to be a traditional

religious belief Religious practices can fit with natural burial but

may also have barriers


my community might not like it … the graveyard not being seperate for Muslims. (FG, Female, Age 51)

The Jewish funeral is much about the body going back to nature as quickly as possible too (FG, Female, Age 71)


Costs and Fundraising


• Costs are very much a concern

• Great reluctance to agree to support a cause financially

• Still many leave the possibility open

2%

44%54%

Fig. 15 Would you ever consider donating to the Natural Burial Asso-

ciation?

YesMaybeNo

n=645. 5 respondents who have already donated were excluded


Costs and Fundraising There is a perception that Natural Burial

ought to cost less, as people seem to define it by what is absent


Okay, I got to say this. I cannot see how this method can

be justified as costing anywhere near what a traditional

burial would be. (FG, Female, Age 59)


Conclusions Limited Awareness

only about 20% of people have any level of awareness, fewer than 3% have strong familiarity with the concept.

Awareness of the Natural Burial Association is even lower

An Idea With Broad Appeal nearly half of people looked favourably upon natural burial

in theory somewhere between ¼ and 1/3 of the sample would

seriously consider it as an option for themselves. Older individuals have more hesitancy, Non-Christians seem more interested



Conclusions Environmentalists Want Natural Burial

Belonging to an environmental organization is definitely related to interest in natural burial, but only accounts for a small part of the population

More people regularly buy organic foods and the relationship is almost as strong.

Even people who enjoy hiking are more likely to favour a natural option in death.

Costs Are An Issue One of the most important factors in planning a funeral is the

cost and related financial considerations While there is some support for better allocation of money, there

may be an impression that natural burial should cost less.



Recommendations An extensive promotional campaign

is needed and justifiable Focus on younger people with

environmental habits Explore options for alternate forms

of memorials Clearly explain the reasons for the

costs related to natural burial


Documents

A Greener Way To Go