New Dignity Memorial® Network Poll Illustrates Changing Face of Funerals

NASHVILLE, Tenn., Feb. 5, 2014 /PRNewswire/ -- Funeral attendees in Nashville may increasingly find that full catering, festive decorations and a three-piece bluegrass band have replaced the muted atmosphere and graveside ceremonies associated with traditional funeral services, according to survey results released today.

One in three Nashville residents (31 percent) said they would choose to have a non-traditional memorial or life celebration over a traditional funeral service, according to the Dignity Memorial National Opinion Index, a poll of consumer preferences on the topic.

The preference for a non-traditional ceremony was most prominent among respondents under age 35 (39 percent). However, individuals over 55 are also driving the trend, as nearly one out of four (23 percent) said they want a non-traditional service.

Nashville residents' desire for non-traditional services is about the same as the national rate of 37 percent, and local industry experts say the trend is gaining momentum.

"Although these numbers seem surprising, the survey validates what we hear when folks walk through our doors. More and more often, people want to incorporate a passion for a favorite sports team, a lifelong hobby or even a prized possession into their memorial. We are helping them plan upbeat, personalized life celebrations—and we hear a lot of, 'Wow! I didn't know you could do that for a funeral!'" said Jeff Duffer, market director of the local Dignity Memorial network, which owns 13 funeral homes and cemeteries throughout Nashville and commissioned the poll.

In response to the public's changing preferences, local Dignity Memorial providers recently launched Life Well Celebrated, a marketing and advertising program with television spots featuring BBQ-and vintage motorcycle-themed life celebrations, the website www.dignitynashville.com and other materials. The program aims to help local families visualize the range of possibilities in planning a personalized memorial, one that speaks to a celebration of life.

According to Nashville survey respondents, the top characteristics of non-traditional funerals include a celebratory tone and upbeat atmosphere, non-religious music, decorations other than flowers, and food and alcohol served at the event. Within this framework, the elements that make up a non-traditional funeral are as unique as the individuals themselves, Duffer said.

While life celebrations are gaining in popularity, many in Nashville want to hold their funeral or memorial in a familiar location—a funeral home. Nashville residents said they would prefer to have their funeral or memorial ceremony in a funeral home (31 percent), or a church (27 percent) over other locations, significantly exceeding the national preference for funeral homes.

"Nashville residents want the professional, expert service that funeral homes provide—and they also want personalization," Duffer said. "With Life Well Celebrated, we are giving them both, responding to a growing group of individuals who are redefining the very concept of the funeral into a celebration of life."

About the Dignity Memorial network

The Dignity Memorial network of more than 2,000 funeral, cremation and cemetery service providers is North America's most trusted resource for funeral and memorialization services. Dignity Memorial providers offer an unmatched combination of products and locations serving families with care, integrity, respect and service excellence. For more information, visit www.DignityMemorial.com.

FOR MORE INFORMATION CONTACT:

Annie Alley
206-913-8663
[email protected]

Editor's note: The Dignity Memorial National Opinion Index involved a total of 2,200 online interviews conducted in December 2013 with members of the Survey Sampling, International (SSI) online panel of respondents.  Six hundred interviews were conducted with a representative sample of consumers 18 years of age or older living in the United States.  Further, 400 interviews were conducted with consumers 18 years of age or older in each of four markets: Atlanta, Jacksonville, Nashville, and Oklahoma City. All tests were run at the 95% level of confidence.

SOURCE Dignity Memorial network