Greenwashing in the Funeral Industry
Not All That’s Green Is Natural: Understanding Greenwashing in the Funeral Industry
In recent years, more people have been asking for eco-friendly funerals. It’s a positive change, one that reflects a growing awareness of our impact on the environment, even after we’re gone. As the conversation around sustainability grows, so too does the demand for “green” burial options.
But with this increased interest comes confusion. What does a truly green funeral look like? And how can families make informed choices in a marketplace that’s still catching up?
One word we hear more often these days is greenwashing, a term used when something is marketed as environmentally friendly, but in reality, isn’t quite as sustainable as it seems.
What is greenwashing?
Greenwashing happens when services or products are presented as being better for the environment than they really are. It’s not always deliberate, sometimes it comes down to misunderstanding or the lack of clear industry standards.
In the funeral industry, greenwashing might look like:
–A coffin described as “eco” but made with veneer, glue, varnish or plastic
–A “natural” burial that still involves embalming chemicals
–A cemetery marketed as green, but managed with pesticides
–Tree planting schemes that aren’t part of a broader, sustainable landscape plan
These examples don’t always come from bad intentions. Many are trying to offer more natural options, often without clear guidance or experience in ecological practices.
Why it matters
When families choose a green funeral, they do so with care, thinking not only about their loved one, but about the planet, the future, and the kind of legacy they want to leave. They deserve to know that their choices are genuine, not just green in name.
Natural burial is more than a box ticked on a form. It’s a holistic approach that respects the land, avoids harm, and helps restore natural habitats. It’s about giving back to the earth, not simply reducing harm.
What to look for in a truly natural funeral
If you’re thinking about a natural or green burial, here are a few helpful things to check:
– Coffin or shroud made from biodegradable, natural materials, with no plastic, varnish or metal
– No embalming chemicals, which can harm the soil and water
– A burial ground that supports local biodiversity, protects native species, and allows nature to flourish
– No headstones or concrete, just simple markers that blend into the landscape
– A commitment to long-term land protection, not just the appearance of “greenness”
A gentle reminder: Ask questions
At Leedam, we believe in transparency and helping families make informed choices. We also understand that greenwashing doesn’t always come from bad actors, often, it’s just the result of a complex industry in transition.
So if you’re planning a funeral and want it to be truly natural, don’t be afraid to ask questions. A thoughtful funeral director will welcome the conversation, and be open about what’s involved.
What we offer
At our natural burial grounds, we keep things simple. No embalming, no concrete, no artificial lawns or harmful chemicals. Just natural materials, a peaceful landscape, and space for nature, and people, to return to the earth in harmony.
Interested in learning more about natural burial?
Get in touch, we’re happy to talk through the options.
