Business View - March 2015 119
provincial association first and then one or more of the
national associations. CANA is the only national as-
sociation specifically focused on cremation and tends
to partner with the other nationals to offer cremation
content.
BUSINESS VIEW: Many associations will plant their
flag in the ground and identify a primary role that
they serve – networking, education, advocacy, etc.
Is there one particular item that you think your as-
sociation is most identified with, or is it more wide-
spread?
KEMMIS:
CANA is best known for expert professional
education, specifically the crematory operations cer-
tification. This was a core reason that the association
was established, so early innovators could share and
establishes procedures and best practices. The earli-
est operations manual dates to 1941 and was pub-
lished by the association and sold to members and
non-members. The first in-person training was offered
in 1983 and was viewed by the broader death-care in-
dustry as an anomaly. Funeral directors were required
to seek continuing education credits, but the cemetery
groundskeeper or other hourly employee running the
crematory was not the focus of professional develop-
ment.
CANA believed then and now that every employee has
a role to play in serving a cremation family, and that
big picture is important to communicate. As cremation
rates have increased and more crematories are estab-
lished, more associations and companies are offering
operator certification from a variety of perspectives.
While CANA was the first and continues to be focused
solely on cremation, we welcome the competition as
rising tides raise all boats.
BUSINESS VIEW: Are there certain issues in the in-
dustry these days that are on the minds of a signifi-
cant portion of the membership? What do members
seem to be most concerned about?
KEMMIS:
The death-care industry is facing unprece-
dented change. This is one of the only industries that
serves, and must adjust services to, all five generation
segments – Silent, Baby Boomer, Generation X, Millen-
nials, Generation Z. While the older generations are
the consumers, individuals from each attend funerals
and memorial services and influence planning.
BUSINESS VIEW: What are some of the ways to en-
gage membership that you’ve found to be the most
successful – publications, events, others?
KEMMIS:
The primary reason cited by CANA members
for joining is the ability to network. In-person meetings
continue to be well attended and highly valued. This is
a lonely profession for many, and the human impulse
to seek like-minded people is satisfied at CANA pro-
gramming. Of course, we also offer opportunities to
connect via social media and through expert referrals.
BUSINESS VIEW: Look into the future five or so
years. If we were to revisit this conversation at the
beginning of 2020, what sorts of things do you hope
to accomplish as an organization in that timeframe?
How do you expect the landscape to look different?
KEMMIS:
Cremation will be the norm across the Unit-
ed States. Consumers will seek and expect personal-
ization at unprecedented levels. Funeral homes and
cemeteries will continue to play an important role in
serving consumers, but so will other businesses.
HEALTHCARE
