Leading coffin manufacturer JC Atkinson and Son has commissioned research into the attitudes of consumers and funeral directors into going green. The research by FMC canvassed the opinions of the general public and also undertook an in-depth survey into the experience of funeral directors to better understand historic trends, barriers and family preferences during the funeral arrangement process.
The results of the study are a major milestone for the funeral business, providing a sound business case for funeral directors to seriously consider the environmental credentials of their products and services and to proactively offer a green alternative to their customers.
The study indicated that an environmentally friendly focus is something that families value during the funeral arrangement process. However, the major barrier to families choosing a green option was them being unaware of, or not being offered, the option. The research provides valuable evidence for the business case for offering genuinely green coffin products – demand is there and if funeral directors encourage consumers, they will buy green.
Julian Atkinson, Managing Director of JC Atkinson said, “It is clear from this objective research that families are increasingly keen to have environmentally friendly options when either arranging a funeral or pre-arranging their own.”
Research from the Post Office in 2007 found that 35% of people planned an eco-friendly funeral whereas the research just conducted by FMC in 2009 shows that this figure has risen dramatically. Not surprisingly the focus of concern is usually the coffin. Nearly half of consumers stated that they would now wish to consider an environmentally friendly coffin if they had to arrange a funeral for a loved one. Also, natural burials are taking place more frequently in secluded woodlands, with increasing numbers of people choosing to plant trees in place of a headstone. Eco-friendly practices are becoming an important part of the funeral industry’s agenda.
Being pro-active in ensuring all coffin ranges include genuine environmental information is a positive step towards satisfying a consumer demand that is clearly present. The potential benefit of green products and services across many sectors has led to some rather suspect claims regarding green credentials. Some coffin products have been perceived by consumers as green because they look rustic and some are chosen for their cheap cost with bamboo and cardboard being cases in point, but consumers are becoming much better informed regarding their true status. This is where the funeral director guidance has a part to play.
Julian comments, “At present funeral directors’ environmental offer is a bamboo coffin they know little about, which costs three times as much. This is placed in a rustic setting with a garland of flowers resting on the lid. Traditional coffins are shown in an austere background with plastic furniture and no flowers.
“If traditional wood coffins were sold and marketed with their true environmental credentials being demonstrated, in similar settings to the bamboo coffin and with the correct environmental accreditation, this would help to satisfy the “green” consumer. As consumers become justifiably more discerning it is also important for funeral directors to be sure that when offering environmental opinions these are genuine.”
Atkinson has found that a key challenge to the success of his business is convincing the funeral director that there is value in appealing to the green consumer. With this research demonstrating there is a consumer demand, this should be an easier task.
Although all JC Atkinson’s products are suitable for environmentally friendly or ‘green’ funeral arrangements, they have found their traditional coffins offer the same and often higher environmental attributes. For example all their wood veneer range is accredited by the Forest Stewardship Council as sustainably sourced and the chipboard used is made using a high proportion of recycled wood. In manufacture, the coffin is made using machinery powered by green electricity.
JC Atkinson manufactures and distributes to all parts of the UK, manufacturing over 60,000 coffins a year. They offer a wide range of coffins including traditional wood and more contemporary green lines such as cotton, wool, bamboo and cardboard coffins. The company’s green credentials were cemented when JC Atkinson was awarded the Sunday Times Best Green Company in 2008.
Register here to download a report on the research.