Final Arrangements

2 BY TODD LEWYS When the COVID-19 pandemic hit Manitoba in March 2020, life as we know it literally changed in the blink of an eye. Suddenly, businesses across the province – due to strict measures designed to limit the spread of the deadly coronavirus – were forced to change the way they operated with little or no warning. Among the hardest-hit sectors was the funeral services industry. Although it had adapted to market changes in the past – for example, many operations had successfully added chapels to their service centers to host non-traditional memorial services – the pandemic forced them to fast-track new service initiatives that were in their very early stages. "As so many big events in human history changed how we live, I think the pandemic has forever altered the way we operate," says Michael Gibbens, general manager of Dignity Memorial. "Prior to the pandemic, we were live streaming a low percentage of memorial services. Now, we're doing a high percentage." Little wonder, as provincial code red restrictions have drastically reduced services sizes. At present, just five people can attend a service, with a limit of 25 having been the high-water mark for over the past 14 months. Had the pandemic only lasted for just a matter of months, in-person services likely would have resumed without any major repercussions. It's a different story after more than a year, Gibbens says. "I believe that live streaming is going to become commonplace after the pandemic ends," he says. "It's not ideal, but as we've found, attending virtually is better than not attending at all." That said, there are benefits associated with live streaming. "Its biggest benefit is that families that are spread apart, whether across Canada, or in different parts of the world, can access the ceremony," Gibbens says. "It's a great option if you live elsewhere, are sick, or aren't physically able to attend." Lee Barringer, general manager of Cropo Funeral Chapel, says while virtual funeral services have helped to fill a void, they can be unfulfilling for some who are grieving. "From a psychological standpoint, grief is more difficult to manage because there's no meaningful ritual. Yes, using digital platforms to stream funerals are here to stay. But there will still be psychological turmoil," he says. "When people don't get that personal connection, they find ways to deal with that turmoil, often in a way that isn't very healthy." With that in mind, Barringer says he encourages his staff to go over and above to make a meaningful connection with clients. "I tell them to ask families about stories, perhaps ones that might not be shared at a virtual service. We also advise families to look at all their options. Even if they don't do a service with us, it's important to do something, even just get a few people together for a drink to acknowledge a person's life." As for how funerals might look after the pandemic, Gibbens isn't certain. "Live services will likely come back – after all, we're social creatures who need to connect – but they'll probably be a hybrid, incorporating live streaming along with the in-person service," he says. "There's no question that we'll need to be more creative to accommodate the needs and wants of consumers moving forward." While he agrees with his counterpart, Barringer adds a caveat. "The people I worry about the most are the ones who don't have beliefs, such as millennials," he says. "Granted, they're already tech-savvy. Still, when mom or dad passes, they might not know what to do with it, and end up doing nothing. I hope that doesn't happen. It's important to celebrate a person's life in some form – in-person, virtually or with a few friends. If you don't, it leads to disenfranchised grief, and that isn't healthy." Forever changed PANDEMIC HAS FOREVER ALTERED FUNERAL SERVICES INDUSTRY "From a psychological standpoint, grief is more difficult to manage because there's no meaningful ritual." "There's no question that we'll need to be more creative to accommodate the needs and wants of consumers moving forward." - LEE BARRINGER

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