The first impression families have of your cemetery or crematorium often happens online, so what does Google say about you?
In this engaging, informative, and practical session, Eimer will explore the power of Google Business Profiles, a free tool that plays a vital role in how your services are seen, trusted, and chosen by the public. With easy to use tips and tools to support the process, help to draft thoughtful responses to reviews, suggest engaging updates and streamline communication. No technical expertise required. Expect real-life examples and practical takeaways - you’ll leave with actionable insights your team can use straight away.
Top 3 learning points
1) How to identify free improvements for your online presence
2) When AI can be useful
3) Interactive “profile detective” exercise
About the Speaker
Eimer Duffy is a leading expert in social media and digital marketing with a deep understanding of the unique sensitivities and challenges faced by for the funeral and bereavement sector. Through her interactive training sessions, Eimer has helped countless funeral professionals grow their businesses, connect meaningfully with their communities, and achieve long-term success in an increasingly digital world. Her mission: to help funeral industry professionals create a strong, trustworthy online presence. Over recent years, she has shared her expertise as a featured speaker at prominent industry events including at ICCM24 where her talk was given 5 stars in feedback.
The paper will look at the past national practice of the burial of stillborn babies in communal graves, accessing how society and our profession has evolved and recommend ways forward drawing on the experiences of both Wirral and Bolton Councils.
"We have always known where the graves were, what we didn’t know is that the families hadn’t been told".
Top 3 learning points
1) Understanding historical burial practices: An understanding of this historical practice, including exploring the rationale and social attitudes at the time
2) Accountability and transparency: How local authorities can sensitivity manage inquires, acknowledged past practices and engaged with affected families
3) Creating a Memorial space: Explore how cemeteries can remember stillborn babies in communal graves through thoughtful memorialisation
About the Speaker
Lisa is the Cemeteries and Crematorium Senior Manager at Wirral Council, where she oversees nine cemeteries, one crematorium, and several closed churchyards. With over 30 years of experience in bereavement services and an ICCM Diploma, she's built her career on compassion, achieving operational improvements, and a deep commitment to supporting families during difficult times.
Outside of work, Lisa is mum to two teenage boys (and a few pets!). Having retired from being a volunteer coach for a youth football team, she is now studying for a masters degree. Lisa is a loyal Everton supporter and you’ll often find her going to a match or at the gym - usually day dreaming about holidaying in Greece or warm weather.
The Law Commission’s project has a number of different sub-projects. The Burial and Cremation sub-project closed its consultation in January and will report in early 2026. The New Funerary Methods sub-project will close its consultation period in September and report in spring 2026. Come and hear updates on the progress of those projects from Commissioner Alison Young, and new Commissioner Lisa Webley.
Top 3 learning points
1) Possible future law reform on the law relating to Burials and Cremation
2) Possible future law reform to regulate new funerary methods
3) Future law reform projects relating to rights and obligations relating to funerary methods and human remains
About Alison
Alison Young is the Law Commissioner for Public Law and the Law in Wales. The Law Commission is an independent body that looks at law reform. She is the Commissioner overseeing the law reform project on new funerary methods. She is also a professor of Public Law at the University of Cambridge.
About Lisa
Professor Lisa Webley is the Law Commissioner for Property, Family and Trust Law. She joined the Commission in September 2025. She is also the Chair in Legal Education and Research at the University of Birmingham and an Associate Senior Research Fellow at the Institute of Advanced Legal Studies, University of London.
The Burial and Cremation (Scotland) Act 2016 has been the basis for all Scottish cremation processes since 2019 and now Funeral Directors and Burial Authorities have detailed guidance that formalises processes and introduces minimum standards that provide clarity for bereavement professionals and families alike.
But real progress in the way that deaths are handled in Scotland began with the introduction of the Certification of Death (Scotland) Act 2011. This legislation streamlined the death registration process and introduced randomised checks of the quality and accuracy of MCCDs.
In this session, Jane and Jennifer will reflect on how the areas of legislation that have already been enacted provide clarity and influence the relationships between bereavement professionals. They will also consider the areas of legislation that have still to be enacted and what this means for the future.
About Jane
Jane Matheson is the Bereavement Service Operational Manager for City of Edinburgh Council and Chair of the Scottish Bereavement Benchmarking Group. She also attends the Scottish Government’s working groups on new regulations.
About Jennifer
Jennifer Hamilton is an ICCM Technical Services Officer and Editor of The Journal who previously managed Clyde Coast and Garnock Valley Crematorium in North Ayrshire.
This presentation will explore the revised statutory crematoria guidance PG5/2 (25), outlining the key changes introduced and what they mean for crematoria operators and regulators. It will cover the reasons for the guidance review, updated emission limits, implementation timeframes, and practical next steps. Whether you're a local authority officer or a crematoria operator, this is your chance to gain clarity on the compliance expectations and ask questions directly about the regulatory framework affecting your site.
Top 3 learning points
1) Changes introduced by the updated guidance PG5/2 (25)
2) Milestones for implementation of these changes
3) Next steps for Regulators and Operators
About Chidi
Chidiebere Igwebuike is a Senior Advisor in the Local Authority Unit (LAU) of the Environment Agency, where he provides technical and permitting advice to Local Authorities in England and Wales on the activities they regulate, including the cremation of human remains. He holds an MSc in Energy and Environmental Management and has over seven years' experience in Environmental Permitting. Chidiebere assisted in the recent review of the Crematoria Guidance Note PGN 5/2 (12).
About Richard
Richard Williams is an Environmental Health Officer that has a long career of managing local government pollution control functions. He is currently the Local Authority Unit (LAU) Manager which oversees the development and implementation of technical standards for Part B and A(2) industrial regulation on behalf of DEFRA & Welsh Government. He is also a permanent member of the National Regulators Group and oversees the co-ordination of Local Government participation with the UK-BAT process which sets emission standards for heavy industry. He is also a visiting lecturer at Birmingham University.
Join us for a lively Oxford-style debate on the motion: “Crematoria of the future will thrive more on AV innovation than on cremator technology.” James Crossland and Martin Birch will go head-to-head, exploring the evolving balance between operational infrastructure and service experience. From unattended cremations to the rising demand for high-quality AV provision, the discussion will challenge assumptions and highlight new priorities shaping the sector. Delegates will be invited to question, comment, and vote, ensuring an interactive and thought-provoking session that inspires fresh perspectives and practical takeaways for the future of crematoria.
Top 3 learning points
1) Recognising shifting priorities: balancing operational capacity with service delivery
2) Evaluating the strategic role of AV innovation in meeting families’ expectations
3) Exploring approaches to future-proofing crematoria in a changing landscape
This presentation will cover:
- Electric cremation – the development of the technology and the evolution of design
- Operational challenges associated with Electric cremation
- The future – reducing carbon footprint while improving operational performance of the alternative options to gas
- Hybrid option with an electric base – able to cope with higher cremation / operational demands to meet volume requirements
Top 3 learning points
1) Advancements in Electric Cremation Technology and Design
2) Operational Challenges and Capacity Constraints
3) Future Trends: Hybrid Systems and Carbon Footprint Reduction
About Guido
Guido has a Master of Science title in materials Engineering, and is the co-founder of Crematech. He has 20+ years of experience in furnace building and engineering. He is 56 years old and is married with two children.
About Jeroen
Jeroen Söntgerath is the co-founder of Crematech B.V. and has more than 20 years of expertise in the design of industrial furnaces and combustion systems. Throughout his career, he has focused on developing innovative, efficient, and reliable thermal solutions tailored to the specific needs of clients. Jeroen is known for his collaborative and customer-oriented approach, working closely with industry partners to translate technical challenges into practical, sustainable results. As a speaker, he brings both deep technical knowledge and a strong commitment to customer-driven innovation in industrial heat and combustion technology.
Sands is the UK's largest pregnancy and baby loss charity, working to save babies' lives and to ensure bereaved parents and families receive the care and support that they need and deserve. It is a privilege to be able to make a difference to so many families. This session will look at how we are able to do that at Sands.
Top 3 learning points
1) An understanding of the needs of families and parents bereaved through pregnancy and baby loss, and of how Sands works to ensure they get the care and support that they need
2) An understanding of how Sands works to save babies' lives
3) Information relating to Baby Loss Awareness Week and how to be more involved
About the Speaker
Clea is the Chief Executive of Sands which works to save babies’ lives and to support bereaved parents and families. Clea is also currently the Chair of the Maternity and Neonatal Programme Stakeholder Council; Chair of the National Bereavement Care Pathway; Co-Chair of the Smoking in Pregnancy Challenge Group and Chair of the Baby Loss Awareness Alliance. With growing public awareness of the issues surrounding baby death and pregnancy loss, and a national commitment to reduce the number of babies dying, she passionately believes that now is the moment to make a difference for parents today and in the future.
Introduction to the Human Tissue Authority, standards and guidance. Approach to security at licensed establishments responsible for storing bodies and tissue.
Top 3 learning points
1) HTA legislation
2) Standards
3) Spotlight on security related standards
About the Speaker
Mark Wrigley is the Head of Regulation at the Human Tissue Authority responsible for the Post Mortem and Public Display sectors. His background is in Policing including investigations into misconduct, counter terrorism, homicide and serious and organised crime. Over recent years he has led a team of HTA regulation managers with responsibility for superintending licensable activities in areas of body and tissue storage.
This will cover the changes that have occurred in the statutory setting and the impact these have had on the bereavement process. Dr Ellen Makings will present the national picture of activity/performance, problems encountered along the way and the benefits of the Medical Examiner system from the bereaved.
Top learning points
1) Impact of one year of the statutory Medical Examiner system
2) National picture of activity/performance
3) Impact on the bereavement process
4) Problems encountered along the way
5) Benefits of the Medical Examiner system
About the Speaker
Dr Ellen Makings has been a Medical Examiner since 2008 when the first pilot ME sites were commenced. Her background is Consultant in Anaesthetics & Intensive Care Medicine at Mid Essex Hospital for 15 years. She has been the Regional Medical Examiner for the East of England since 2019 and is currently Lead Medical Examiner ( community deaths) at Royal Papworth Hospital Medical Examiner Office. She is also a crematorium referee in Essex.
This session will present the strategic project developed by the Association of Municipal Funeral Homes and Cemeteries (AFCM) in collaboration with CIRCLE Corporation, led by Núria Capdevila, focusing on how cemeteries in Spain are actively contributing to environmental sustainability and climate change mitigation. The session will showcase best practices, real case studies, and innovative strategies that are being implemented across Spanish public cemeteries. Attendees will gain insights into decision-making frameworks that align sustainability with operational efficiency. Spain is at the forefront of integrating sustainability in the funeral sector, and this session will provide exclusive insights into how Spanish cemeteries are adapting to new environmental challenges.
Top 3 learning points
1) How public cemeteries can play a key role in sustainability and climate action through innovative strategies and efficient resource management
2) Examples of best practices implemented in Spain, showcasing how cemeteries can reduce their environmental impact and enhance community integration
3) Tools and strategic frameworks for transitioning to sustainable cemeteries, aligned with circular economy principles, biodiversity conservation, and the UN Sustainable Development Goals (SDGs)
About the Speaker
Núria Capdevila Roig, founder and CEO of CIRCLE Corporation, a consultancy specialising in CSR, sustainability, and ESG for the funeral, industrial, and service sectors. With a strong background in circular economy and sustainable development, her mission is to transform industries into more ethical, transparent, and environmentally responsible models. She holds a Masters in Circular Economy and Sustainable Development, a PDG from IESE Business School, and degrees in Industrial Design Engineering from TU Delft and Elisava, as well as Advertising and Public Relations from UOC. Her expertise haled her to collaborate with global organisations, including serving as a scholar at The Cemetery Research Group and playing a key role in FIAT-IFTA’s first Sustainability Committee, where she worked on the sustainable transition of cemeteries. With her experience and passion for sustainable transformation, she is eager to engage with the audience, spark meaningful discussions, and drive actionable change.
The Environment Agency has a duty to protect the quality of groundwater, which makes up an important part of England’s public water supply. Following feedback from seminars earlier in the year, the Environment Agency will show how DEFRA’s Magic Map tool can help operators understand groundwater risks. The geographical information gleaned from these free tools can help to support decision making on whether to pursue a new cemetery development.
Top 3 learning points
1) Why groundwater is important
2) How to use interactive mapping tools to understand environmental settings
3) How the Environment Agency regulates cemetery developments
About the Speaker
Tommy Lowden has been at the Environment Agency (EA) for 10 years, working in Groundwater and Contaminated Land teams in the South East and East Midlands. His work focusses of preventing pollution of groundwater (which is an important water resource) and ensuring that contaminated groundwater is remediated. From 2022, he has been part of a project to change an environmental law to better protect groundwater, and also enable the EA to utilise better and more proportionate tools to regulate activities that might pose a risk to groundwater quality.
With Direct cremation having grown exponentially in recent years, Dan and Fran will each be providing a short presentation with a focus on the ‘Value of a Funeral’ in order explore the current concerns surrounding direct cremation ‘head-on’. Following this, questions from the floor will present the basis of the resultant debate where although differing standpoints will be presented, we discover if common ground can be found as we look to understand each other’s viewpoints.
Dan Garrett, Chief Growth Officer – Dignity Group
Dan is Chief Growth Officer at Dignity, focused on innovation and customer strategy across end-of-life services. After studying Design at the Royal College of Art, he co-founded Farewill, the UK’s largest will writer and a pioneer of direct cremation. The company took a fresh, digital-first approach to how people approach funerals, wills, and probate, and has raised over £1.3bn in pledged gifts to charity through wills. Following Dignity’s acquisition of Farewill, he now champions transparency, flexibility, and greater customer choice in funeral services.
Fran Hall (DipFD), Chief Executive Officer – The Good Funeral Guide
CEO of the Good Funeral Guide CIC, the leading independent observer of the funeral sector, and a source of impartial advice and support for the public. Fran’s career in funerals has spanned almost three decades, first as an award-winning funeral director, then manager of the three largest natural burial grounds in the UK. She continues to work as a consultant in the sector alongside her role with the GFG. Trustee of the National Death Centre Charity for several years, she now chairs the board of trustees at the National Covid Memorial Wall CIO.