Title: Exiting in a State of Grace: can death be sustainable?

Authors: Eva Collins, Kate Kearins, Helen Tregidga

Addresses: University of Waikato Management School, Private Bag 3105, Hamilton, New Zealand. ' Auckland University of Technology, Private Bag 92006, Auckland 1020, New Zealand; Groupe ESSCA, 1 rue Joseph Lakanal, 49003 Angers, France. ' Auckland University of Technology, Private Bag 92006, Auckland 1020, New Zealand

Abstract: By August 2007, Deborah Cairns and Fran Reilly had been in business just a year and their alternative, family-directed funeral business had already won a regional sustainable business award. Based in Auckland, New Zealand, State of Grace offered clients socially and environmentally friendly alternatives including involving families where possible in keeping the deceased at home without embalming, and the use of natural products including eco-caskets. Deborah and Fran appreciated there were plenty of challenges in providing more socially responsible, natural alternatives to traditional funerals and current modes of burial and cremation. Now their fledgling business is gaining momentum, the two women were trying to find the balance between how much and how fast to grow the business, and at the same time meet their family commitments and stay true to their sustainability values. There is an underlying issue surrounding their prioritisation of whom and what needed sustaining most.

Keywords: green burials; case study; start-ups; sustainable business; sustainability; New Zealand; socially responsible funerals; environmentally friendly funerals; alternative funerals; family-directed funerals.

DOI: 10.1504/IJSSM.2009.026282

International Journal of Sustainable Strategic Management, 2009 Vol.1 No.3, pp.258 - 284

Published online: 05 Jun 2009 *

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