Download - 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
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An Emotional Topic…
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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)
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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
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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?
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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.
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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.
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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
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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
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Awareness Is Low
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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
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Awareness Is Low
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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.
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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.
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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
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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.
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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%
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A Profile of Supporters
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• 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
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A Profile of Supporters
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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
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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,
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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
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The Environment
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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
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The Environment
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• 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
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The Environment
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• 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
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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
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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
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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…
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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
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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)
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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
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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)
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Costs and Fundraising
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• 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
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Costs and Fundraising There is a perception that Natural Burial
ought to cost less, as people seem to define it by what is absent
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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)
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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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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.
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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
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