WHEELING, IL — Chris Cruger knows most families arrive at funeral and cemetery facilities with conflicted expectations when a death occurs. “Emotions are high and the need for quick decisions can cause even more stress. Is it that much of a surprise that consumers feel a disconnection between the opinion of our profession and the reality of it?” So, this February, Chris does a deep dive into Business Ethics: How Ethical Behavior Plays a Vital Role in Funeral Service and Consumer Satisfaction at the Cremation Association of North America’s (CANA’s) 2022 Cremation Symposium in Las Vegas, Nevada.

“We are seeing that the shifts in our profession are due to the new realities we deal with due to the pandemic,” Chris Cruger reveals. “Our study confirmed that only 24% of consumers gave top ratings for truthfulness of the profession.” While some companies have been cited for unethical behavior and consumer misuse, funeral service continues to be essential for practically every family. As technology, transparency and the knowledge of the consumer evolve in a post-COVID world, ethical practice by professionals has never been more important.

As Chris explains it, “The pandemic has altered not only how funeral homes and cemeteries serve their families today, but it also has produced a reimagined role for funeral and cemetery professionals, both in perception and reality.” He has the data to back this up. During his session, sponsored by Kyber Columbarium & Consulting, Chris will share results of Foresight Companies’ Funeral and Cemetery Consumer Behavior Study. It shows how the pandemic has forever changed the way consumers plan for, buy, and participate in funerals.

As Chief Executive Officer of The Foresight Companies, Chris Cruger is an innovator and thought leader in the funeral and cemetery industry. Join Chris and CANA this February in Las Vegas and see the vital role that ethics plays in the post-COVID environment of funeral service.

He shares the stage with other industry experts to help position your company as help meet to today’s consumer:

  • Andrew Buck of Mighty Citizen presents the keynote on Storytelling for Funeral Service.
  • Angelique Simpson of Matthews Aurora will talk about Creating a Culture of Trust at your business.
  • Rolf Gutknecht, co-founder of LAads, will show you The Most Important Part of Cremation Marketing: The Message. A panel of practitioners sharing their results will follow.
  • Lacy Robinson will help you with Embracing the DIY Consumer.
  • and CANA’s own Barbara Kemmis and Jennifer Werthman help you with Retaining and Engaging Employees Through Story.

What does this reimagined role mean for funeral and cemetery operators’ business models? Shift your mindset and get comfortable with the new normal with Chris Cruger! Join CANA for the 2022 Cremation Symposium February 9-11 at The LINQ Hotel + Experience in Las Vegas. Visit to see what else we have planned for the event and register to join other cremation business owners and managers from across the country.

About CANA
Founded in 1913, the Cremation Association of North America (CANA) is an international organization of over 3,300 members, composed of funeral homes, cemeteries, crematories, industry suppliers, and consultants. CANA members believe that cremation is preparation for memorialization.

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