Whose funeral is it anyway?

If you want to open a cattery in the UK you need a licence. Cat care is regulated. If you want to open a funeral home you need nothing of the sort, no exams, no professional qualifications, no previous experience—nothing. Anyone can do it, scoundrels, incompetents, sex-workers, school leavers, sociopaths, stand-up comics. The care of the dead is anybody’s business.


Shocking, isn’t it? Scandalous? Something must be done?


No. Definitely not.


Why not?


Two reasons.


First, an undertaker doesn’t do anything that you couldn’t, in a way that a plumber, say, almost certainly can. The dead are wholly safe in the hands of amateurs so long as they (the amateurs) are up for it, for there’s nothing you can do to a dead body in a well intentioned way which that dead body will actually mind. Looking after our dead is not the exclusive preserve of a secular priesthood possessed of arcane knowledge. No, you could produce a training manual in three sentences: Keep cool. Wash it. Pop it in a box. (The bit about keeping cool is deliberately ambiguous.) For DIY embalmers, on the other hand, one sentence will suffice: Don’t. (It could so easily all go wrong and you’ll have to redecorate.)


Many undertakers would have us suppose that they are professional people. Some shore up this aspiration by accruing professional qualifications. They diligently study for exams and are duly garlanded with the Diploma in Funeral Directing (Dip FD). They want to inspire our confidence in them, and good for them.


For a professional qualification to be of any use it must assign value to that which is objectively measurable. The hallmark of a good plumber is technical expertise, and boy do we want a measurement of that.


But the hallmark of a good funeral director (virtually his or her exclusive attribute) is emotional intelligence. There are no criteria for the objective measurement of that, neither can there be a requisite intellect-size. The Dip FD is an indicator of earnest good intent, but it cannot and does not separate sheep from goats. The right undertaker for you is not necessarily the right undertaker for everybody.


And so it comes to pass that many of the UK’s best undertakers are untrained and don’t give a fig for professional qualifications. Some of the best of the best are self-taught. Undertakers, you see, get better, first, by doing and being, and only then by book-learning. The question of whether or not undertaking is a profession or a trade is a parlour game for job snobs.


The second reason for resisting the professionalisation and regulation of undertakers is this. When someone dies it is the next of kin who is responsible for disposing of the body. If that’s you, then you’re in charge and every buck stops with you. You are, actually, the funeral director. You have to register the death. You have to apply for burial or cremation. You have to see it through. You have to demonstrate that you did. Only you can do those things, and you don’t have to pass any exams first.


The role of the undertaker, if you use one, is secondary, subordinate and collaborative. It is to do those things (and only those things) that you are allowed to delegate and which you don’t want to do yourself. If you don’t need a qualification, why on earth would he or she?


This is why a funeral parlour is not like, say, a restaurant. A meal out is not a participative event; the chef and staff are not your collaborators. You put yourself entirely, trustingly, into their hands and take what you’re given. If that’s toxic food and awful service, that’s their fault and your bad luck.


But an undertaker is your partner, your deputy. The right one for you is the one who listens, understands you, sees where you’re coming from and can interpret your needs and wishes. An undertaker is potentially a person of immense importance to you because he or she can guide you through unfamiliar territory and work with you to create a send-off for your dead person which will be, both, worthy of that dead person and, also, of immeasurable emotional value to you.


If you choose a lousy funeral director then, sorry, that’s your bad luck and it is also your fault, because you failed to conduct the job interview properly. Yes, you have recourse to consumer protection laws, but redress after an event like a funeral is always going to fall well short.


That’s a tough judgement to make on people who stumble on the wrong undertaker, their judgement clouded by strong emotion. A funeral is often described as a distress purchase, but it doesn’t have to be and really it shouldn’t be, any more than a new car is a distress purchase because your old one fell to bits.


Lousy undertakers will stay lousy for as long as they can enjoy, in a predatory way, clients whose emotional confusion and lack of consumer research cause them passively to outsource all decision-making to someone who stands to make money out of them.


Lousy undertakers can never be improved by training courses and goverment regulation.


The only people who can turn around or exterminate lousy undertakers are clients who exert informed expectations. These clients are, of course, the ones the best undertakers enjoy working with most. These are the clients who bring out the best in them.


Once upon a time communities looked after their dead. Many Muslims and Jews still do. Yet, wistfully as we may gaze upon that golden age, let’s recognise that there is no general inclination to return to it. So: undertakers are here to stay.


That being so, it is important to define their status. If we look on the dark side we can say that they have worked at it; they have worked hard to become indispensable. They have vacuumed up the roles of laying-out woman, carpenter and carrier. To these they have added the role of collector of fees for burial grounds, crematoriums and celebrants. They hold all service providers in dependency. They have assigned to themselves certain concocted, half-baked traditions in order to create an illusion of the timelessness of their calling, in honour of which they ponce about in cod-Victorian attire. They have assumed primacy. Many of them have bolstered that with self-importance. Gauleiters, some of them.


The result? Most people believe that they are required by law offer up their dead to an undertaker.


Professionalising and regulating undertakers can only reinforce the perception that they are the default disposers of the dead and, worse, move them a step closer to being the only people licensed to do so.


You are the default disposer of your dead. The undertaker, if you choose to engage one, is your agent. That is your ancient right, and that right defines your responsibility both to yourself and to your dead. Let us honour all those superb undertakers out there who embrace that.


Our dead belong to us. Let us not give them up.

People like people like us

Saturday was National Bereavement Awareness Day. Miss it? Whoops. Let me fill you in.

A brainchild of the independent funeral directors’ trade body, SAIF, the day was a marketing tool designed to raise the profile of independents. My local funeral directors, James Giles and Sons of Bromsgrove, held an open day. They’ve recently refurbished, so they had a service of dedication, too, and roped in the local MP. They asked me to come along and talk about what I do. I work with families who don’t want a full-on religious funeral ceremony.

My work ethic doesn’t normally extend to Saturdays and, as I knotted a reluctant tie, I wondered in how many households anyone darkly muttering, “Hey, we can go to the open day at undertakers” was being met by an enthusiastic answering chorus of “Yes, lets!”

I got there deliberately too late for the holy part of the proceedings. Rain was falling unkindly on the horse-drawn hearse in the yard. But inside, the scene was unexpectedly one of warmth and cheeriness. People had come. Lots of them. My spirits woke up. The refurb is great — light and bright and airy. There were even people who wanted to talk to me, so we talked and we considered what the purpose of a funeral is and looked at the options and I wished the Good Funeral Guide was already out there to guide them. They’d been up to the mortuary, seen the fridges, found out what really goes on. It was a true open day — an eye-opener.

There was wine and fruit juice, tea and coffee, sandwiches and sausage rolls. But there was no hush or awkwardness. There was more of a party atmosphere and lots of laughter. It set me thinking.

These guys at Giles and Sons don’t big themselves up in shuddermaking clothes and set themselves self-importantly apart. They’re not trend-setters, either, but they’ll ungrudgingly do anything they’re asked (“so long as it’s legal”). They are friends, neighbours, members of the local community — everyone knows them — and they do what they do with a kindness and a naturalness which makes the business of arranging a funeral normal, natural, so much easier than people dread. This makes an enormous difference to their relationship with, and experience of, death. That’s why people came to their open day: because the Gileses are people like us, and people like us are the people we like. Almost every one who works there is a member of the family. They are the very best sort of family funeral directors.

When people talk about how funerals can be improved, undertakers can come in for plenty of criticism for their resistance to change.  Many of them deserve some. But if funerals are too often bleak and meaningless affairs it is a mistake to point the finger exclusively at the undertakers. There are other more influential factors at work. It takes too long to arrange a cremation. Twenty minutes is not enough for a proper send-off. A religious ceremony is an absurd choice for unbelievers. Above all, the bereaved are too content to play a passive role in the process.

Funerals will only improve when informed consumers start calling the shots. When they do, we can be sure about this: James Giles and Sons, and countless other family funeral directors throughout the land, will be only too happy to do as they are asked — so long as it’s legal.

Bring on the empty hearses

 

What effect does the sight of a hearse have on you? Does it make your spirit soar? Does it put a spring in your step and a song on your lips?

 

Or does it throw a Hammer Horror chill around your heart?

 

What would be the effect on you of the spectacle of a procession of 100 hearses? Would you think that the Black Death had broken out?

 

The British Institute of Funeral Directors (BIFD), at its annual conference, is hoping to break the world record for the number of hearses in a parade by doing just that: sending 100 of them through the streets of Croydon. Is there, you splutter, a world record for this sort of thing? Yes, there is a world record for everything – and that includes, of course, anything.

 

But there is more to this enterprise than boldly going and conquering pastures new on virgin summits. The BIFD’s president, Adrian Pink, says: “The BIFD wants to open up the profession and its suppliers to their market, to make the whole process less intimidating.”

 

Less intimidating?

 

He goes on to say, “My motto is MAD – make a difference – and I’m sure with this record attempt we will be able to do so.”

 

No, Adrian, mad means mad.

 

All this puts me in mind of my friend Geoff.

 

“I’m seventy-five,” he said to me a while ago. “It’s time I made arrangements. I’m looking for a good undertaker in my local area.”

 

Geoff knew as little as most people about how funerals work and, when he tried to find a simpatico undertaker by scanning the display ads in his local paper, he found himself no nearer his goal.

 

“Why on earth do they advertise,” he exclaimed testily, “if they’re all going to say nothing about themselves?”

 

Geoff made a good point here. Conventionally, businesses spend good money on marketing in order to differentiate themselves from their competitors and declare a USP. The new breed of green and alternative funeral directors does this. But most of the trad majority stand in line and share the same descriptive vocabulary. They offer a service which is ‘personal’, ‘professional’, ‘caring’, ‘respectful’. Excellent. Just what we all want. But then they throw in ‘dignity’, and that’s where Geoff and many like him take a step back. What is this dignity? It sounds formal and distant. Pompous. It sets up a barrier.

 

Geoff is an adept silver surfer and he persisted in his researches, this time on the internet. What did he reckon? “They can’t use the English language!” he expostulated. “Full of grammatical errors, spelling mistakes, misplaced apostrophes.”

 

He’s right. There’s a lot of semi-literate text up there and it disparages the professional competence of those it represents. Geoff might have added that the design of many funeral directors’ websites is crude, cluttered and clunky. Horrible.

 

Geoff’s researches eventually dumped him back on square one. Dismayed, he gave up. “I’ll ask around, see if anyone knows a good one.”

 

Adrian, here’s some helpful advice for you and your fellow funeral directors: the purpose of marketing is to offer a relationship of warmth and trust with potential clients – to draw them to you.

 

They don’t want spiky gothic typography in your ads. It is ecclesiastical and anachronistic. It carries associations of gloom, wretchedness and Dickensian melodrama. Your other favoured graphic design elements similarly mystify or repel – religious symbols, horsedrawn hearses, stained glass windows surrounded by clustering roses. Your trade association logos look impressive – but does anyone actually know what they mean?

 

Most people glance at your ads, shiver, and hope they’ll never have to go anywhere near you.

 

Adrian, they say that death is the last taboo. It’s not. People want information. They want to be able to drop into your funeral home informally and indulge their curiosity, chat, read and find out.

 

You talk about the public service element of your work. The quality of that service would be greatly enhanced were you to offer accessibility and empowerment, warmth and trust.

 

What has choking the streets of Croydon with hearses got to do with that?