How woke is Dignity Memorial?

Introduction

Dignity Memorial, a big name under Service Corporation International (SCI), is well-known for its funeral, cremation, and cemetery services all over North America. They talk a lot about supporting the community and being inclusive. But how do they stack up in terms of wokeness? Let’s break it down by looking at their financial contributions, DEI policies, mandatory training, LGBTQ+ initiatives, and marketing strategies to see what’s really going on.

Financial Contributions to Progressive Causes

Dignity Memorial is big on community support, but there’s no clear sign that they’re giving money directly to progressive causes. They focus a lot on supporting veterans, public servants, and promoting organ donation. For example, they work with Donate Life America to encourage organ and tissue donation. 

They also run programs like the Public Servants Program, which offers no-cost burial services for homeless veterans and first responders. While these are great efforts, they don’t exactly scream “progressive.”

Prioritization of DEI Policies

Dignity Memorial, through its parent company SCI, is committed to diversity, equity, and inclusion (DEI). They have programs like Associate Resource Communities (ARCs), Inspire Series webinars, and leadership training, all aimed at nurturing an inclusive environment. “Our Company vision for DEI guides our actions and decisions, and aligns with our core values. At SCI, we celebrate every voice,” SCI states. 

They’re also transparent about workforce demographics and push for equal opportunities for advancement and fair pay. The SCI’s Women’s Leadership Conference and their involvement in the CEO Action for Diversity & Inclusion initiative, moreover, show their dedication to DEI policies. Plus, Newsweek recognized Dignity Health California, which is related to Dignity Memorial, as one of America’s Greatest Workplaces for Diversity in 2023.

Mandatory Training Sessions

Dignity Memorial, through SCI, underscores the importance of diversity and inclusivity through mandatory training programs. Their required management course, Leading With Dignity, teaches leaders to support an inclusive work environment. In 2023, they introduced Inclusive Leader Training in Dignity University, emphasizing inclusive leadership as a key competency in annual performance appraisals for all leaders with direct reports. 

As SCI states, “Having an inclusive environment is important to our Company’s success because it will enable us to foster a more collaborative culture and enhance the service we provide to the families we serve.”

Support for LGBTQ+ Initiatives

Dignity Memorial is a big advocate for LGBTQ+ initiatives. They offer an LGBTQ+ Celebration of Life Planning Guide to ensure funeral services are inclusive and respectful of the deceased’s identity and relationships. This guide helps families plan services that honor the deceased’s identity, relationships, and contributions. The company also provides resources to help LGBTQ+ individuals and their families navigate unique challenges in end-of-life situations. They state on their website: “Dignity Memorial providers affirm and celebrate all identities.”

Marketing and Branding

Dignity Memorial’s marketing strategy emphasizes diversity and inclusivity. Their marketing highlights incorporating religious and cultural traditions into funeral services to honor a loved one’s legacy. Whether observing Catholic, Hindu, Jewish, or Muslim customs, they offer resources to integrate these traditions into services. 

Additionally, they cater to Asian and Hispanic funeral traditions, providing options like processions, traditional music, and shared meals. They state: “Including religious and cultural traditions in funeral and memorial services is a significant and special way to honor a loved one’s legacy.”

Conclusion

With their heavy focus on diversity and inclusivity, Dignity Memorial is undeniably woke, prioritizing these aspects in their policies and marketing practices. They have extensive DEI programs like Associate Resource Communities (ARCs) and Inspire Series webinars, along with mandatory training sessions which emphasize their agenda to enforce a specific ideological stance in the workplace. In addition, their championing of LGBTQ+ initiatives continues to position them as a progressive force in the funeral industry. While these efforts may appeal to certain demographics, they risk alienating more conservative customers who may prefer a more traditional approach to funeral services.