The Hidden Truth About Direct Cremation (With Ross Hickton)

John Adams sits down again with Ross, a funeral director and recently outgoing president of SAIF, twelve months on from their first conversation. Having spent a year travelling the country meeting independent funeral directors, he reflects on what he set out to achieve and on the change reshaping the profession: the rise of online, unattended direct cremation and the marketing budgets driving it.At the heart of the discussion is SAIF's Handled with Care campaign and a simple question — what is a funeral becoming, and what is lost when families are no longer given the chance to gather and say goodbye? The conversation moves through the value of remembrance, the real cost of a funeral, the prospect of regulation across the sector, and the personal weight of a year in office.---⸻🙌 OUR SPONSORSPrincipal Sponsor National Association of Funeral Directors (NAFD) (https://nafd.org.uk)A progressive and inclusive voice for the funeral profession and bereaved people across the UK, the NAFD leads with integrity, advocacy, and education.GreenAcres (https://greenacresgroup.co.uk/)With six beautiful Living Memorial Parks across the UK, GreenAcres offers families natural, uplifting places to reflect, remember, and reconnect with those they've lost.FuneralBranch (https://funeralbranch.com/)FuneralBranch websites help funeral directors rank higher in search, clearly present their services, accept online payments, and convert early interest into meaningful enquiries.Westerleigh Group (https://westerleighgroup.co.uk/)Westerleigh Group provides high-quality cremation services in calm, thoughtfully designed spaces, putting care, respect, and choice at the heart of every farewell.MuchLoved (https://muchloved.com/)MuchLoved helps families create lasting online memorials. A place to share memories, light candles, and honour lives with love and connection.⸻📌 ABOUT THE PODCASTDeath: A Changing Industry explores the people, stories, and ideas shaping the future of funerals, bereavement, and remembrance.🎧 Listen on Spotify & Apple Podcasts📺 Subscribe for new episodes