Language characterizes all professions. And the particular language or preferred terminology of any profession changes with time for many reasons. But perhaps few have experienced linguistic changes as much as the death care profession.
Think about the words staff speak in funeral homes and crematories. Some words describe what death care professionals do; some refer to processes and events. Some are continued from past generations; some are new and reflect our current culture. Some are regional; some are preference for particular firms.
Regardless, as part of an ever-changing world, words in the death care profession may need to change in an effort toward consumer friendliness.
Consider the following terminology currently used in the death care profession. Some terms are more descriptive and explanatory to the consumer, while others reflect today’s personalized services (compared to yesterday’s cookie-cutter services).
• Bring your family member in to our care versus removal
• Ceremonial casket versus rental casket
• Tribute or celebration of life versus service
• Non-ceremonial cremation versus direct cremation
• Cremated human remains versus cremains
• Time of sharing or gathering versus visitation
• Cremation specialist (designation for someone who is responsible for arranging, merchandise, and cremation procedures) versus arranger
• Commemoration versus funeral or service
• Planning versus arranging
• Editorial tribute versus obituary
• Choices versus products
• Urn, alternative container or cremation casket versus box
But a term shouldn’t be preferred simply because it is new. In fact, some are best unused.
For example, some people are using the word ashes instead of cremated human remains. The problem with this term is that it is not an accurate descriptor because cremated human remains do not have the consistency of ashes. Further, they are also not placed in the trash as are ashes from an ashtray or underneath a charcoal grill.
Similarly, the commonly used phrase “it’s just a cremation” denotes a negative connotation. However, cremation is responsible for nearly half of all death care procedures nationwide. Fifty percent of business matters, despite this offhand comment.
Moreover, “it’s just a burial” never became commonplace. Often, death care professionals verbalize what they are doing. But it may not have the same definition to the consumer serviced in an at-need or pre-need arrangement.
Incorporating standardized terminology at each firm conveys the same image throughout the firm and community. Thoughtful choices in preferred terminology helps each firm build a desired reputation within their community and attracts the desired consumer.