A sign for quality and consumer protection

How certification changes the funeral market in Germany

By Antje Bisping, In-house Lawyer at the German Federal Association of Funeral Directors (BDB) and Dr. Simon J. Walter, Cultural Representative of the German Burial Culture Foundation, Germany

Whenever we pay for a product or service, recommendations by other customers and recognized experts help us come to a decision. Even stronger than a recommendation is a certification, a formal stamp of approval that testifies to a company’s commitment to quality and high standards. In a clear-cut and delicate market like the funeral business, these kind of certifications become more and more important – a trend that has long been recognized and acted upon in Germany.

As far back as in the 1950s, the German Federal Association of Funeral Directors (BDB) discussed ways to ensure quality control within its ranks. At the same time, the quality work of funeral directors was to be made more visible to the public, so that customers would be able to recognize a funeral home that adhered to high and quantifiable standards.

‘Markenzeichen der Bestatter’

Various iterations culminated in the establishment of a trademark (‘Markenzeichen der Bestatter’), whose bearers are obliged to implement certain quality controls. In return, they get to advertise themselves as professional, certified businesses guaranteeing best services for their customers. Quality controls include areas like counselling, qualification, preparation of deceased, transportation and preneed. Funeral homes who wear the trademark are undergoing regular check-ups. Any irregularities have to be fixed in a set period. If the funeral home does not comply, it can no longer wear the ‘Markenzeichen’.

Advertisement for preneed, highlighting the ‘Markenzeichen’ /© BDB

Around 900 funeral homes are currently wearing the ‘Markenzeichen’, with over 1.650 branch businesses in total. That means that more than ¼ of all businesses organized in BDB are sharing in this joint effort to boost quality and reliableness on the funeral market – with the BDB covering more than 90 % of funeral homes in Germany as of January 2024.

Ethical Values

Funeral homes wearing the ‘Markenzeichen’ adhere to a set of standards set mainly by DIN EN 15017. These include not just technical and processual aspects, but ethical values as well. Some examples are:

• Sincere respect for personal convictions and traditions
• Honesty, loyalty and integrity of all employees
• Striving to constantly improve knowledge and professional skills

In regards to customer relations, the funeral home must e.g. always be able to provide customers with a transparent and understandable calculation. That way, dependants get reliable information in advance – and funeral directors have the opportunity to explain their products and services in detail.

100.000 km / year

Two full-time auditors are maintaining the system by conducting the check-ups in person, travelling a combined 100.000 km each year all around Germany. Around 900 funeral homes are currently wearing the ‘Markenzeichen’, with over 1.650 branch businesses in total. That means that more than ¼ of all businesses organized in BDB are sharing in this joint effort to boost quality and reliableness in the funeral market – with the BDB covering more than 90 % of funeral homes in Germany as of January 2024.

In conducting the check-ups, the BDB has been working since 2021 with ZDH-ZERT, a proven partner for the assessment and certification of trade and mid-tier businesses in Germany. This cooperation enables tested procedures – and ensures customers of independent, standardized controls.

ZDH-ZERT is a proven partner. Full-time and voluntary members of the team behind the ‘Markenzeichen’
© BDB

A Strong Community

But the ‘Markenzeichen’ is more than just a trademark. Over the years, a community grew around shared values and convictions. The BDB is fostering this community through regular events and a number of benefits:

• Regular updates and insights on current topics
• Price advantages for seminars and events
• Support in marketing (digital, print, window display)
• Customized advertising materials highlighting the ‘Markenzeichen’

Funeral homes wearing the ‘Markenzeichen’ are thus benefitting from each other as well as from direct support through BDB – in an open and transparent system of quality control that is accessible to every funeral director in Germany who fulfils the requirements.

The Way Forward

Certification is no marketing move, but an end in itself. That is why we are actively pushing for legislators and administrations in the German states to consider the ‘Markenzeichen’ in regulations involving the funeral industry. The reasons for this are manifold. Funeral directors work at an intersection of various delicate and important domains: Public health, grief counselling, burial culture – with the latter comprising a growing number of sensitive issues ranging from religious customs to the handling of cremation ashes.

A first step was made in the state of Mecklenburg-Vorpommern. Since June 2022, only certified funeral homes have been authorized to transport and store bodies of the deceased. We hope that regulations like this catch on in other parts of Germany in the near future and create new incentives for businesses to wear the ‘Markenzeichen’ as well. That would be in the interest not just of the customers of course – but also of the funeral directors themselves, who can improve their processes and services and get to highlight their professionalism and reliability.

Antje Bisping, In-house Lawyer at the German Federal Association of Funeral Directors (BDB)

Funeral homes wearing the ‘Markenzeichen’ are benefitting from each other as well as from direct support through BDB – in an open and transparent system of quality control that is accessible to every funeral director in Germany who fulfils the requirements.

Dr. Simon J. Walter, Cultural Representative of the German Burial Culture Foundation

Funeral directors work at an intersection of various delicate and important domains: Public health, grief counselling, burial culture – with the latter comprising a growing number of sensitive issues ranging from religious customs to the handling of cremation ashes.