A Greener Way To Go
A Greener Way To Go
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A Greener Way To Go
 Background
 Methodology
 Findings
 Conclusions
and Recommendations
Asa Goldman
5/2/2013
A Greener Way To Go
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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 Go
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Asa Goldman
5/2/2013
A Greener Way to Go
What 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
A Greener Way To Go
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Asa Goldman
5/2/2013
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?
A Greener Way To Go
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Asa Goldman
5/2/2013
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.
A Greener Way To Go
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Asa Goldman
5/2/2013
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.
A Greener Way To Go
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Asa Goldman
5/2/2013
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
A Greener Way To Go
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Asa Goldman
5/2/2013
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
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Findings
 Awareness
Is Low
 The Interest Is There
 What Is Important?
 Costs and Fundraising
 Conclusions and Recommendations
Asa Goldman
5/2/2013
A Greener Way To Go
Asa Goldman
5/2/2013
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Awareness Is Low
Fig.3 Few Are Familiar with
n=650
Natural Burial
Fig. 4 Even fewer know the
Natural Burial Association
5%
80.0
19%
Quite familiar
Somewhat familiar
Not familiar
2.5
17.5
Quite familiar
Somewhat familiar
76%
Not familiar
Are you familiar with natural burial or green burial?
Only asked of those familiar with
natural burial, n=130
A Greener Way To Go
Asa Goldman
5/2/2013
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Awareness Is Low
Fig.5 Information coming from the Media
Media reports
48%
From friend or relative - word of mouth
25%
Info from funeral home or cemetery
15%
A friend or relative had natural burial
8%
Natural Burial Association promotional materials
8%
Natural Burial Association website
2%
Fundraising Campaign
1%
Other
15%
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.
A Greener Way To Go
Asa Goldman
5/2/2013
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The Interest Is There

Despite the low awareness in the population, there
seems to be some broad degree of willingness to
consider natural burial.
Fig.6 Strong General Support for Natural Burial
Disagree
Undecided
The Natural Burial Association is promoting a worthy cause
12%
n=650
Agree
36%
53%
Establishing more natural burial cemeteries is important
14%
36%
50%
Money spent on a funeral ought to be more focused towards
preserving the land
16%
34%
50%
Natural burial is an option that appeals to me
24%
32%
I would rather be buried in a natural environment than a manicured
cemetery with tombstones
21%
38%
I would prefer a natural burial
24%
The Natural Burial Association is a cause worth supporting
financially
22%
42%
50%
44%
41%
34%
28%
A Greener Way To Go
Asa Goldman
5/2/2013
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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
Classified As
Percent (n=650)
0-3
Unlikely
32%
4-6
Uncertain
41%
7-10
Likely
28%
natural burial as an option?
A Greener Way To Go
Asa Goldman
5/2/2013
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A Profile of Supporters
Fig. 8 Older Respondents Unlikely to Choose Natural
n=649
Burial
Unlikely
Uncertain
Likely
40%
42%
30%
18%
25-44 years
n=190
•
•
45-54 years
n=147
55-64 years
n=163
65 years +
n=149
A higher proportion of older participants unlikely to
choose natural burial.
Younger people may be more open to other options
A Greener Way To Go
Asa Goldman
5/2/2013
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A Profile of Supporters
Fig. 9 Non-Christians Interested in Another Way
Unlikely
44%
Uncertain
n=645
Likely
44%
26%
26%
21%
Non-christian
religions
n=41
Spiritual - no
organized religion
n=73
No religion
(including Atheist)
n=102
Catholic
n=169
Christian
(non-catholic)
n=260
A Greener Way To Go
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Asa Goldman
5/2/2013
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,
A Greener Way To Go
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Asa Goldman
5/2/2013
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
A Greener Way To Go
Asa Goldman
5/2/2013
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The Environment
Fig. 11 Environmentalists have some
knowledge
Do you Belong to or Support an
Environmental Organization?
Yes
No
90%
83%
56%
34%
9%
16%
1%
Quite familiar
n=16
•
•
somewhat familiar
Not Familiar
n=114
n=518
Are You Familiar with Natual or Green Burial?
10%
Overall
n=648
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
A Greener Way To Go
Asa Goldman
5/2/2013
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The Environment
Fig. 12 The Environment is Popular
Often/Always
I recycle as much as possible
91%
Hazardous materials are disposed of safely
18%
69%
I think about how my choices impact the environment
I will spend extra money for a product or service that is
environmentally friendly
6%
76%
I make efforts to minimize my impact on the environment
I buy local and/or organic foods whenever possible
n=650
Sometimes
25%
55%
34%
36%
24%
38%
42%
• Many people care for the environment
• All these measures were scored higher by
those interested in natural burial
A Greener Way To Go
Asa Goldman
5/2/2013
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The Environment
Fig. 13a Organic Foods Go With
Green Burial
Fig. 13b Green Spenders Like
n=650
Natural Burial
I buy local and/or organic foods whenever possible n=650
Rarely/Never
44%
Sometimes
41%
I will spend extra money for a product or service that is
environmentally friendly
Often/Always
Rarely/Never
44%
40%
38%
48%
32%
24%
22%
15%
Unlikely
n=206
Uncertain
n=266
Likelihood of choosing Natural Burial
•
•
Likely
n=178
28%
Sometimes
47%
40%
32%
Often/Always
16%
Unlikely
n=206
52%
25%
12%
Uncertain
n=266
Likelihood of choosing Natural Burial
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%)
Likely
n=178
A Greener Way To Go
Asa Goldman
5/2/2013
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What Is Important?
Consideration
(self)
Monetary/Financial cost to self
and/or family
Convenience: ease/simplicity of
making arrangements
Composite
Score
1291
1022
Having burial arrangements
consistent with my ethical /
Consideration
(others)
Wishes of the Deceased
Monetary/Financial cost to
self and/or estate
Convenience: ease/simplicity
518
of making arrangements
Composite
Score
1524
812
628
philosophical views
Religious Beliefs/Tradition
Religious Beliefs/Tradition
Gravesite is in a soothing
Environmental impact of remains
337
Burial is in a soothing locale
169
and/or comforting locale
Environmental impact of
Establishing a memorial
492
464
91
remains
Establishing a memorial
182
137
116
A Greener Way To Go
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Asa Goldman
5/2/2013
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…
A Greener Way To Go
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Asa Goldman
5/2/2013
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
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)
The view of all the tombstones makes you think what kind of
lives they all have had. (FG, Male, Age 36)
A Greener Way To Go
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Asa Goldman
5/2/2013
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)
A Greener Way To Go
Asa Goldman
5/2/2013
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Costs and Fundraising
Fig. 15 Would you ever consider
donating to the Natural Burial
Association?
n=645. 5 respondents
who have already
donated were excluded
2%
Yes
Maybe
No
44%
54%
• Costs are very much
a concern
• Great reluctance to
agree to support a
cause financially
• Still many leave the
possibility open
A Greener Way To Go
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Asa Goldman
5/2/2013
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)
A Greener Way To Go
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Asa Goldman
5/2/2013
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
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Asa Goldman
5/2/2013
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.
A Greener Way To Go
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Asa Goldman
5/2/2013
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