Terramation Public Awareness Survey Data (colloquially referred to as human composting)

How many Americans know what terramation is? The honest answer is: consumer awareness of natural organic reduction (NOR) is growing but is still relatively low nationally—and the data to quantify this precisely is incomplete in the public domain. This article examines what survey data and research actually exists on NOR awareness, what directional conclusions it supports, how awareness varies regionally, and what the industry should expect as media coverage expands. Being accurate about what the data shows—and what it doesn’t—is more useful than overstating the certainty of specific figures.

How many Americans have heard of terramation, and what does survey data show?

Consumer awareness of terramation is growing but remains relatively low nationally as of 2026, with precise publicly reported figures limited. NFDA consumer surveys show directional growth in NOR awareness since Washington became operational in 2020, with the highest awareness in Washington, Oregon, and Colorado. When consumers do learn about NOR, they tend to respond positively — the awareness gap reflects newness and limited availability, not consumer rejection of the concept.

NOR awareness is highest in Washington, Oregon, and Colorado — the first three operational states — where years of provider marketing and word-of-mouth have built recognition well above the national average.
States where NOR is legal but not operational (California, New York, New Jersey) have moderate abstract awareness from media coverage but no operational providers for families to engage with.
Specific NOR awareness percentages from NFDA surveys are not comprehensively published in free public reports — directional findings (growing, regionally varied) are documented; granular figures require data access.
Consumers who learn about NOR for the first time typically respond positively — the concept aligns with values many Americans hold, so the barrier is primarily education, not attitude change.
California's NOR market opening January 1, 2027 is expected to be the most significant single awareness-building event in NOR's history, given the state's 40 million residents and major media markets.

What Do We Actually Know About NOR Awareness?

The National Funeral Directors Association (NFDA) conducts annual consumer surveys on disposition preferences, awareness of options, and attitudes toward end-of-life planning. NFDA has begun incorporating questions about alternative disposition—including NOR and green burial—into these surveys as awareness of these options has grown.

The directional finding from NFDA’s consumer research is consistent with what NOR industry observers report from the ground: the majority of Americans have not heard the term “terramation” or “natural organic reduction,” but those who learn about it often respond positively—expressing interest in it as an option, curiosity about how it works, and in some cases immediate intent to pre-plan.

NFDA does not always publish granular breakdowns of specific NOR awareness percentages in free public reports. The most detailed consumer preference data is typically available to NFDA members or through purchased reports. When citing specific percentages, it’s important to distinguish between what is publicly available (directional trends and general findings) and what requires data access (specific percentage figures from each year’s survey).

What can be said with confidence: consumer awareness of NOR has grown year-over-year since Washington began operational NOR services in 2020. This is not a disputed directional finding.

What Does Regional Variation Tell Us?

Consumer awareness of NOR is not uniform across the country. Regional variation is significant and predictable.

Highest awareness: Washington, Oregon, Colorado. These were the first three states to legalize and begin offering NOR commercially (2020–2022). Years of media coverage, provider marketing, word-of-mouth from families who’ve used the service, and community conversation have built awareness that is materially higher than the national average. The established NOR providers in Washington state have served thousands of families—each of those families becomes a point of word-of-mouth diffusion into their social networks.

Growing awareness: Vermont, Nevada, Arizona, Maryland, Delaware, Minnesota, Maine, Georgia. States with operational NOR services as of April 2026 have been building consumer awareness since their legalization dates. These markets are at various stages of maturity, but in each, awareness is growing alongside provider presence.

Lower awareness: California, New York, New Jersey. These states have legalized NOR but are not yet operational (California becomes operational January 1, 2027; New York regulations are still pending; New Jersey is estimated operational around mid-2026). Consumer awareness exists in these states—NOR has received significant press coverage—but without operational providers, the awareness is more abstract. Families in California who know about NOR cannot yet use it.

Lowest awareness: States where NOR is not legal. In approximately 36 states where NOR has not been legalized, awareness is lowest. The information environment in non-legal states is more limited: funeral homes aren’t marketing NOR, providers aren’t operating, and local media has less incentive to cover a service that families can’t access.

What Has Major Media Coverage Done for Awareness?

The role of national media coverage in NOR awareness cannot be overstated. Several outlets have published significant NOR coverage that reached audiences far beyond the funeral industry.

The New York Times has covered NOR multiple times—including feature pieces on Washington state NOR providers, on the Washington legalization story, and on consumer experiences with the service. The Times’ reach (both print and digital) introduces NOR to readers who had no prior awareness.

The Washington Post has similarly covered NOR in depth, including pieces on the environmental case for terramation and on consumer motivations. NPR’s coverage—both radio and podcast formats—has reached millions of listeners who may not read print journalism but are exposed to NOR through broadcast channels.

The cumulative effect of this coverage is real and measurable in terms of Google search volume. Search interest in “terramation,” “natural organic reduction,” and “natural organic reduction” has grown significantly since 2020, with spikes following major news coverage. This search volume represents people who have heard about NOR from some source and are seeking more information—the awareness-to-education pipeline that ultimately drives consumer adoption.

Without specific third-party survey data on the precise percentage increase in awareness attributable to media coverage, it’s not possible to quantify this effect. But the directional finding—that major national media coverage meaningfully increases awareness—is well-supported by what the industry can observe.

What Happens When Consumers Actually Learn About NOR?

The awareness gap for NOR may be less of an obstacle than it initially seems, for a specific reason: consumers who learn about NOR often react positively.

NOR providers report that families who arrive at arrangement conferences having learned about NOR—whether from media, a friend’s experience, or their own research—often already have a favorable disposition toward it. The concept of returning a loved one’s body to the earth as soil aligns with values that many Americans hold: environmental stewardship, natural cycles of life, meaningful legacy. The educational barrier is lower than it is for services that require significant attitude change.

This is meaningfully different from a product where awareness is low because consumer reaction is negative. NOR’s awareness gap exists because the service is new and legal in only 14 states—not because consumers who learn about it reject it. That distinction matters for how to think about the consumer education challenge.

The implication for funeral home operators: proactive NOR education at your funeral home—through website content, community events, conversations with referral sources—is likely to generate interest. You don’t have to overcome resistance; you primarily have to inform.

What Should Operators Expect as Awareness Grows?

The trajectory of NOR awareness follows a predictable pattern. In markets where NOR has been available longest (Washington, Colorado, Oregon), awareness is highest and adoption is growing. As California becomes operational in 2027, the awareness picture will shift significantly—40 million Californians, a media market that already covers NOR, and a consumer population with above-average environmental concern will generate awareness growth that is likely to be noticed nationally.

The 2027–2030 period is likely to see NOR awareness reach majority levels in legal states. Whether that translates to majority adoption is a different question—awareness is a prerequisite for consideration, not a guarantee of purchase. But the awareness foundation is being built.

For funeral homes in legal states, the most effective near-term contribution to consumer awareness is their own marketing and education. A well-designed NOR information page on a funeral home website, consistent messaging in the community, and staff who can answer NOR questions confidently all contribute to local awareness in ways that national media coverage alone cannot replicate.

For the complete picture of NOR across legal states, see NOR State Guides. For the consumer experience that follows awareness, see Terramation FAQs for Families.

Talk to TerraCare Partners about adding terramation to your funeral home. In most markets, fewer than 1–2 funeral homes currently offer NOR—which means consumer awareness in your area is waiting for a local provider to capture it. Contact us to learn about becoming that provider.

What Are the Limits of Currently Available Survey Data?

It is worth being direct about the data limitations in this area.

Specific NOR awareness percentages from NFDA consumer surveys are not comprehensively published in publicly accessible free reports. Citing a specific figure—say, “X% of Americans have heard of NOR”—without a named, verifiable, publicly accessible source is not appropriate, and no such figure should be presented as fact.

General consumer survey data on awareness is available in aggregated form through NFDA’s publicly released reports and press coverage of their surveys, but it is directional rather than granular.

Third-party polling on NOR specifically—from Harris Poll, Gallup, or similar organizations—is not publicly documented in significant depth as of April 2026. Some surveys have touched on green funeral preferences more broadly, but NOR-specific polling is limited.

What this means for the industry: the awareness picture is directionally clear (growing, regionally varied, responsive to media coverage) but not yet comprehensively documented in public data. Industry observers should be cautious about citing specific awareness percentages without verified sources.

Schedule a discovery call with TerraCare Partners. We’ll help you understand the NOR awareness picture in your specific market and how to position your funeral home to capture consumer interest as awareness grows. Contact us.

FAQ: Terramation Public Awareness Survey Data

How many Americans have heard of terramation?

Precise publicly available survey data on this question is limited. The directional finding from industry research and media analysis is that awareness has grown significantly since 2020 but remains relatively low nationally—with higher awareness in states where NOR is operational (Washington, Oregon, Colorado) and lower awareness in states where it’s not yet legal.

Does NFDA track consumer awareness of NOR?

Yes. NFDA conducts annual consumer surveys that increasingly include questions about alternative disposition awareness and preferences. The most granular findings are typically available through NFDA membership or purchased research access rather than public free reports.

Why is NOR awareness higher in Washington and Oregon?

Washington and Oregon were among the first states to legalize and begin offering NOR commercially. Years of provider marketing, media coverage, community word-of-mouth from families who’ve used the service, and ongoing professional education have built awareness in these states to levels meaningfully higher than the national average.

What happens when consumers learn about NOR for the first time?

Industry experience from NOR providers consistently finds that consumers who learn about NOR often have positive initial reactions. The concept of returning a body to soil as nutrients aligns with environmental values many Americans hold. The awareness gap for NOR reflects newness and limited availability, not consumer rejection of the concept.

What will California’s NOR legalization do for awareness nationally?

California’s NOR market becomes operational January 1, 2027. With approximately 40 million residents, significant environmental consciousness, and major media markets, California is likely to generate NOR awareness growth that extends beyond its borders. This is expected to be the most significant single awareness-building event in NOR’s history to date.

Sources

NFDA Consumer Survey Research — National Funeral Directors Association. https://nfda.org/news/statistics
NFDA 2025 Cremation & Burial Report. https://nfda.org/news/statistics
Gallup — Consumer Attitude Surveys. https://news.gallup.com
Harris Poll — Consumer Research. https://theharrispoll.com
The New York Times — Terramation Coverage. https://www.nytimes.com
The Washington Post — Natural Burial Trends. https://www.washingtonpost.com
NPR — NOR and Green Burial Coverage. https://www.npr.org
California AB-351 — Natural Organic Reduction. https://leginfo.legislature.ca.gov/faces/billTextClient.xhtml?bill_id=202120220AB351

Part of the complete guide to natural organic reduction | See NOR legal states | Partner support for funeral homes | NOR FAQ