Source: The Conversation – USA (2) – By Tanya D. Marsh, Professor of Law, Wake Forest University
Nearly two-thirds of Americans now opt for cremation – a figure that has been steadily increasing over five decades.
On the surface, that proportion tells a simple story: The nation has embraced cremation, while its preference for casket burials has fallen off.
But as a scholar of funeral and cemetery law, I decided to dig deeper into this trend.
I wanted to know whether people were embracing cremation because they actually preferred it, or if they were rejecting casket burial for one reason or another. I also explored whether consumers were open to new options in death care, like water cremation and human composting.
You’re dead – what’s next?
With funding from the Cremation Association of North America and the Order of the Good Death, a nonprofit organization that promotes more informed and less fear-driven conversations about death and dying, I launched the first
academic survey on consumer preferences in death care in 2024.
The survey presented over 1,500 American adults in a nationally representative sample with the definitions of six legal methods of disposition in a random order. It asked respondents whether they had “heard” of that method and whether they would “consider” that method. The six methods were cremation, casket burial, green burial, donation to science, water cremation and human composting.
At the end of the survey, respondents were asked to rank the six methods of disposition in terms of preference.
While cremation, casket burial and donation to science are nearly universally available in the U.S., the other three methods of disposition are not.
Green burial – defined as the burial of human remains without embalming, contained only in a biodegradable shroud or casket – is legal in all 50 states and Washington, but is only offered by a small share of cemeteries.
Water cremation, also known as alkaline hydrolysis, is a process in which human remains are placed in a pressurized chamber filled with water and chemicals and eventually reduced to powder. Water cremation is legal in 28 states but not offered by many funeral homes.
Human composting, also known as natural organic reduction, is a process in which human remains are placed in a container filled with natural materials and microorganisms that break the body down to soil. It is legal in 14 states and currently commercially available in only three.
The cremation paradox
A central tension emerged in the survey results: While 72.6% of respondents said they would consider cremation, only 33.4% ranked it as their actual first choice. Casket burial edged it out at 35.9% as the top-ranked preference. Yet the real-world cremation rate – 62% – is nearly double the stated first-choice rate.
So what’s going on?
The survey didn’t ask respondents to explain their reasoning, and it intentionally left out costs because they vary dramatically by region. But the numbers strongly imply that many Americans are choosing cremation not because it is their top preference, but because their actual first choice is either unavailable or too expensive.
For example, 40.4% of respondents indicated that they would consider human composting, and 5.9% ranked it as their first choice. But currently fewer than 1,000 bodies are composted in the United States each year.
That is likely because the vast majority of funeral homes do not offer the service, and consumers may have a difficult time locating the handful of providers. Human composting is also more expensive than cremation. The average cost for a direct cremation is approximately US$2,000, while human composting typically costs $5,000 to $7,000. Given these barriers, it’s certainly possible that many consumers are simply pivoting to their second choice: cremation.
The pattern holds across every region of the country, where actual casket burial rates closely match stated first-choice rates, while cremation rates far exceed them. For example, in the South, the burial rate closely tracked the 45.7% who ranked it as their first preference. But the cremation rate was 53.5%, nearly double the 27.3% who ranked it first.
Baby boomers – the generation currently at the forefront of end-of-life planning – are the most willing to consider cremation at 78.8% and the least willing to consider casket burial at just 54.8%. But are they eagerly choosing cremation or simply defaulting to it due to logistical or financial constraints?
Neo-traditional Gen Zs?
At the same time, the data suggests that the youngest adults in the survey are moving in the opposite direction.
A striking 51.7% of Gen Z respondents ranked casket burial as their first choice, compared with just 27.1% of baby boomers. Only 55.9% of Gen Z was even willing to consider cremation – less than today’s actual cremation rate.
It’s tempting to connect this to widely reported trends among Gen Z toward social conservatism, which includes the generation’s embrace of religions with burial traditions.
The survey does show that conservative respondents strongly preferred casket burial over cremation – 53.1% to 28.4% – and that Roman Catholic or Protestant respondents were significantly more likely to favor casket burial. If Gen Z is trending in those directions, a preference for traditional burial would make sense.
But Gen Z may not understand what casket burial involves.
Nearly half who ranked it first also said they would not consider embalming, even though embalming is typically part of the process. Some young respondents may be confusing casket burial with green burial, or may not grasp the financial realities of their stated preference. A standard viewing followed by a casket burial in the United States generally costs at least $10,000, depending on the cost of the burial plot.
Members of Gen Z, who are roughly between 15 and 30 years old, may also feel a stronger connection to their childhood homes. Other studies have found a correlation between geographic mobility and burial preference, perhaps because burial connects a person to a place in perpetuity.
Only longitudinal data, collected year after year, will reveal whether this data indicates a sticky generational shift or an age effect that fades.
Going green
Although Americans have, for a long time, largely limited themselves to two options, burial or cremation, the survey revealed remarkable openness to new methods.
Only 47.5% of respondents had even heard of a green burial. Yet after reading a brief definition, 56.4% said they would consider it. One-third ranked it as their first or second choice.
Water cremation showed an even more dramatic shift: Only 24% had heard of it, but 39.3% were willing to consider it after learning about it.
These numbers suggest significant unmet demand. Human composting was the first choice of nearly 6% of respondents – a striking figure for a method that has existed for only six years and is available in just a few states.
The big takeaway is that the cremation rate may be artificially inflated because of limitations on awareness, availability and legal access to greener alternatives.
The future of American death care probably isn’t a march toward more cremation. Instead, it’ll probably be a bumpy road of unmet wants, generational surprises and alternatives that need a little more time to get on people’s radars.
Tanya D. Marsh is a board member for Recompose, a funeral home in Washington state that exclusively offers natural organic reduction and a board member for the North Carolina Funeral Consumers Alliance. Funding for the Wake Forest Law Survey on Consumer Preferences in Death Care was provided by the Cremation Association of North America and the Order of the Good Death.
– ref. Boom in cremation hides surprising truths about what Americans really want when they die – https://theconversation.com/boom-in-cremation-hides-surprising-truths-about-what-americans-really-want-when-they-die-280340
