POLLARA 2010 Study Completed
Are Canadians aware of the services provided by the funeral profession? What are consumer attitudes towards elements of funeral planning and funeral services?
The Funeral Profession Coalition Council of Canada (FPCCC) has released the results of the most recent Pollara survey: “Attitudes and Impressions of the Funeral Service Industry” Highlights of the survey are reproduces here, and the entire document can be found online here.
The survey targeted two distinct groups of Canadians aged 35 and older: those with direct funeral experience and those who had thought of, or pre-planned, their own funeral.
The survey revealed that nearly 60% of Canadians hold generally positive perceptions of the funeral industry. In Ontario and the Prairies, 62% of respondents hold this view. An overwhelming 81% believe that funerals should celebrate a life lived, particularly when talking of their own funeral plans.
Respondents said that they want to see greater flexibility and funeral options. They are also interested in “one-stop” shopping for funeral planning, the funeral service and reception.
Respondents are positive about their experiences with the funeral preparation process. A total of 87% rated their experience as positive, including 42% who rated their experience “very positive” Professionalism (51%) and empathy of staff (22%) were cited as factors in these ratings. Only 8% of respondents cited a negative experience organizing a funeral, with 20% of these citing financial burden as a factor in their rating.
Interestingly, respondents ascribed the highest value to professional services, out-of-pocket expenses and the resting place. Respondents placed less value on memorials, transportation, casket/urn and vault.
Cremation continued its surge in popularity. Incidence of cremations over burial increased 39% since 2004. A majority of respondents (70%) declared a preference of cremation over burial. While the primary reason for this preference is the appeal of the concept of cremation (47%), other factors cited included lower costs, less environmental impact and – intriguingly – a “less emotional” experience.
The survey reflects the growing popularity of the “green funeral” trend. Nearly three-quarters of respondents are open to the concept. A majority (55%) expressed an interest in learning more about eco-friendly funerals. While 65% of respondents indicated they would not be willing to pay more for “green” funeral options, nearly 25% indicated they would definitely or probably pay more for these services.
When asked about where they would seek information about funerals, two-thirds of respondents cited the funeral home. The level of trust that Canadians place in funeral professionals is astonishing. A majority of respondents (64%) consider funeral homes as trusted as their friends and family members on this issue. The Internet was the next most popular research option at 31%.
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