Webinar roundup: Reviewing your sustainability goals 

To date, discussions about sustainability in the funeral sector have tended to focus on the service itself and consumer choice. Far less attention has been paid to what funeral directors can do to implement broader green measures within their businesses. 

Yet a more holistic approach could arguably have a greater impact in terms of reducing the profession’s carbon emissions and resource use.

Perhaps the challenge lies in the fact that running a funeral directing firm involves many complex operations. Myriad external inputs and processes can make it difficult to know which area to prioritise. 

With that in mind, SAIF invited Brendan Day, founder of the Greener Globe Funeral Standard, to host a special webinar on reviewing sustainability goals. Brendan was joined by SAIF members Lucy Porter, of H. Porter & Sons in Stourbridge, and Hannah Leverton, of Leverton & Sons in London, in addition to Adam Masters, of supplier business Tributes. All of these companies have achieved different levels of the Standard. 

In this blog, we provide a flavour of the session, highlighting the key points made by the speakers.

Brendan Day: 

• Environmental issues are all around us – whether it’s rising sea levels, the decline of 80 percent of UK butterfly species or the cost of energy.

• There are three main drivers of change for funeral businesses. The first is evolving statutory requirements – for instance, the phasing out of fossil-fuel powered vehicles by 2035 and cremation process guidance notes. The second is consumer demand – the public is seeking out more ethical brands. And the third driver of change is pressure from investors to demonstrate improved environmental performance. 

• We’ve created standards for the key players in the funeral chain – namely funeral directors, suppliers and crematorium operators. It involves a structured business review and advocates that sustainability becomes an essential part of your company culture. 

Lucy Porter: 

• H. Porter & Sons has had an environmental policy for many years but this goes beyond recycling and travel to work. Such a policy has to touch on everything you do to be truly effective. 

• New joiners attend environmental awareness training and have to read and sign the environmental policy, which is on display around the business as a constant reminder of our commitment to protecting the planet.

• The price of funerals needn’t rise to pay for running a greener business. Use negotiating skills to get good deals from suppliers. 

• Engage the community with news about your environmental action and clients will choose you over less eco-friendly competitors. 

Hannah Leverton:

• Leverton & Sons Ltd has been at the forefront of reducing funerals’ environmental impact but the Standard has helped us to formalise this work through a structured review. 

• The audit has helped to focus minds, highlighting what we’re doing well and how we can take things to the next level – and make cost savings.

• Collating the information for the audit has involved different colleagues across the business and this has helped us to work more collaboratively and improve communication.

• As well as reducing impacts through recycling and renewable energy use, it’s also “exciting” to make a difference by greening premises where possible, with initiatives such as gardens that provide a sanctuary for wildlife and people. This benefits the planet and our mental health.

Adam Masters:

• Funeral directors can help drive change by challenging the supply chain and getting suppliers to evidence their environmental credentials and provide lifecycle analyses of products. 

• We’re now in a society where consumers are looking at the environmental credentials of products, and funerals should be included in this. By making products greener, suppliers can help funeral directors to lower their eco impact. 

• It benefits everyone when different sector organisations engage each other on sustainability. 

SAIF’s Reviewing your sustainability goals webinar is part of a series of online talks aimed at helping members to optimise their businesses in a changing world. The webinar can be watched in full here. Do feel free to share the video on your social media channels and tell us about your eco efforts.