3. Good health and well-being

•   Consumer health and safety

•   Establishing procedure for instructions for use of new products

Although we had set ourselves the goal of having instructional videos available for 100% of our axis-containing items by the end of 2024, unfortunately this ambition has not yet been fully realised. In practice, establishing a structural process for new product introductions, and actually filming them, proved to be a more challenging project than expected. Changes in the assortment and the lack of an established process for filming new items caused delays in implementation. Setting up an appropriate filming process, including planning and production, also required more time than previously estimated. Nevertheless, the first steps have now been taken successfully: at the beginning of 2025 we started filming the first new instructional videos, and this process will continue. In parallel, work is underway on the aforementioned procedure, which should ensure that in the future new articles are immediately provided with clear instructions, via video or, if necessary, via printed manuals.

8. Decent work and economic growth

•   No barriers for forming a union

•   Curbing child labour at suppliers

•   Curbing forced labour at suppliers

•   Documentation of statements of intent

•   80% of suppliers are located in Europe

In 2024, the Global Products Group drew up a concrete Plan of Action to formally ensure that employees have complete freedom to form a union or enter into a collective bargaining agreement. Although this space has always been present in practice, we believe it is important to establish this structurally and actively draw attention to it. After all, transparency, openness and mutual dialogue are values that are deeply rooted in our organisational culture. With this plan, we emphasise that every employee is free to organise and contribute to a healthy long-term working relationship.

Although we had set ourselves the goal of receiving signed and documented returns of behavioural documents ( Code of Conduct, Modern Slavery Statement and Suppliers Environmental Code) from all suppliers in so-called high-risk countries by 2024, unfortunately this ambition has not yet been fully realised. Within this group, a number of signed documents are still missing. The reasons for this are varied. One party supplies hardware as part of a broader software solution and initially fell outside the scope, but has since been included within our in-depth analysis. Another supplier is based in the United States, a country that has only been identified as a risk country by the CSR Risk Checker since 2024 due to a sharp increase in reports of child labour violations.

This situation underscores both the importance and complexity of due diligence within a dynamic risk landscape. The CSR Risk Checker is a valuable tool that lists and provides insight into potential dangers by country in the areas of forced labour, human trafficking and child labour. The tool is updated several times a year based on current reports and sources. At the same time, the frequency of these updates makes it necessary to constantly recalibrate targets. For this reason, we are taking this year’s experience as a starting point for a new objective to be achieved by 2025: documenting and securing behavioural documents for all suppliers, regardless of risk country status, so that we can monitor and adjust structurally.

In 2024, a first, full SMETA 4-pillar audit was successfully completed at a supplier with a production site in a so-called high-risk country. In the process, the identified areas of concern were also followed up and documented. Preparations for two audits, also focused on a high-risk country with a CPI score of lower than 60, were started but not conducted or completed within calendar year 2024. In practice, the planning, execution and follow-up of these types of ethical audits proved more intensive and complex than expected. This was compounded by practical challenges such as time differences, local legislation, language barriers and coordination with external auditors.


Nevertheless, these experiences have provided valuable insights into the preparation and follow-up required. The SMETA 4-pillar method proves to be a robust and thorough tool to concretely assess risks around labour standards, environment, safety and business ethics. The chosen prioritisation based on the Corruption Perceptions Index (CPI) confirms its value in this regard: targeted auditing of suppliers in countries with a low CPI score allows us to focus efforts where social risks are highest. We use the knowledge gained to optimise the audit process and achieve the intended catch-up by 2025, with the goal of a structural and future-proof risk assessment system.

In 2024, the Global Products Group continued its commitment to increase the proportion of European suppliers within the network. Although the goal was to position 80% of our suppliers within Europe, the percentage ended up at 75%. An important reason for this was the cooperation with a non-European supplier that was scheduled to be phased out in 2024, but still made deliveries that calendar year. As a result, this party was included in the final measurement. At the same time, some new European suppliers were scheduled to make their first deliveries in 2024, but ultimately did not take place until after the calendar year, making them outside the scope of the target. Furthermore, the supplier base was recalibrated in 2024 and expanded to include parties that are part of our wholesale function, including suppliers of partial products and complementary solutions. This broadening resulted in a temporary shift in geographic relationships within the network.

10. Reduced inequalities

•   Establish a procedure for the possibility of anonymous job applications

To further strengthen equal opportunities during the recruitment process, Global Products Group established a procedure for anonymous job applications in 2024. This procedure is set out in a concrete roadmap, laying the foundation for safe and structural implementation. By being able to shield personal data, such as name, age, gender, background and nationality, in the initial application phase, candidates can be assessed primarily on their qualifications and skills. In doing so, we promote a more inclusive selection process and reinforce our commitment to an open, transparent and fair working environment in which everyone is given equal opportunities.

12. Responsible consumption and production

•   Ensuring compliance with the Advertising Code in promotional activities

•   75% of the biodegradable collection is GreenLeave-certified

•   Alternative packaging for outbound deliveries

•   Applying Life Cycle Analysis to eight product groups

•   Waste reduction

•   Reduction of remnants of memorial products

Also in 2024, Global Products Group has once again followed the rules of the Advertising Code Foundation observed when preparing and distributing advertisements. We have ensured that all communications are respectful, transparent and truthful. Complaint procedures remain available through clearly stated contact information. Compliance with these rules is assessed annually as part of our internal compliance checks in order to structurally test whether our advertising is in line with applicable standards and our social responsibilities. In this way, we continue to work structurally on reliable and responsible advertising, also in the further future.

By 2024, Global Products Group has actively committed to having 75% of its biodegradable collection certified by the GreenLeave Foundation. Due to adjustments in the foundation’s certification policy, including the introduction of a new zero point and adjusted assessment criteria on which all products had to be re-certified, this goal was not officially achieved. The certified share remained stuck at 59%. However, this percentage is based on the fully active supply of biodegradable urns, while GreenLeave only assesses products produced within Europe or coated with milk paint. The Global Products Group deliberately chooses not to limit its collection to this. Based on our sustainability vision, we believe that biodegradable urns produced outside of Europe, if manufactured responsibly, are also valuable for a sustainable funeral. For us, sustainability is about the total picture of raw materials, production process and environmental impact. Excluding non-certifiable items, the certified share comes to 85.2%. Moreover, many still uncertified products feature the same materials as already approved items. Their assessment is ongoing, so we expect that the original target will still be met by 2025, combined with a more efficient lead time from GreenLeave.


Research into sustainable alternatives for outbound deliveries was successfully completed in 2024, although the goal of replacing 50% of plastic padding material was not fully achieved. The first implementation of sustainable packaging and solutions did not take place until 2025. One such solution, packaging with transparent film for small reminder products, for example, eliminates additional padding material, reduces shipping weight and protects products during shipment. A supplier saw this application on site and responded positively to this solution, then decided to implement the packaging form in 2025. Thus, these sustainable alternatives are not only limited to the Global Products Group’s premises, but beyond. Although the 2024 target has not officially been achieved, we will continue to work intensively to roll out and expand these initiatives in 2025.

In 2024, the Global Products Group conducted a Life Cycle Assessment (LCA) on four product groups. Although this is not the target number of eight, important steps have been taken in the implementation of this complex but valuable tool. One supplier was unable to provide LCA insight in 2024, despite prior contact and a concrete briefing. This experience showed that the subject is complex in practice, not only in terms of content and explaining it, but also due to dependence on third-party proactivity and language barriers. Nevertheless, this track provided valuable insights. There has been active communication with various national and international suppliers about the LCA process in 2024, so that they can prepare timely and better in 2025. This creates more support and efficiency in implementation. Conducting life cycle analyses still appears to be little common within the industry and requires pioneering and continuous optimization. This learning process has led to enhanced cooperation and awareness within the chain. We are confident that these foundations will allow us to catch up by 2025 and better utilise and apply the full potential of the LCA methodology.


Last year, the Global Products Group took further steps in reducing residual waste. Through optimisation of the environmental street introduced in 2023, including more intensive waste separation and employee awareness campaigns, the volume of residual waste was reduced by at least 17.9% compared to 2023. This will more than achieve the target of a 10% reduction in residual waste. This reduction is based on the use of a smaller 660-litre residual waste container and observations showing that it is rarely filled to capacity. The actual savings are therefore expected to be even higher than the stated percentage, but are not currently specified. Waste streams are now separated even more specifically: in addition to paper, PD, plastic packaging, plastic strapping pools and Styrofoam are also collected separately. This promotes recyclability and significantly reduces the amount of residual waste. In 2025, Global Products Group will start weighing the various waste streams so that future reductions can be even more targeted and measurable. The processing of all industrial waste is carried out by Van Happen, a certified processor according to the CSR Performance Ladder, performance level 4. It is of added value to us to work with a waste processor that, like us, is certified according to the CSR Performance Ladder; this ensures a shared commitment to sustainability and strengthens transparency and reliability within our chain. In this way, we continue to reduce our ecological footprint step by step.


By 2024, the weight of rejected recall products has decreased significantly: from 2,373.9 kilograms in 2023 to 273.5 kilogrammes this year. This significant decrease is the result of several improvement measures, including closer coordination with suppliers, faster follow-up of quality deviations and an increase in repair and replacement options. As a result, defective products in many cases no longer had to be rejected, but could still meet our quality requirements via part replacement or repair in our warehouse. In addition, major incidents with high rejection numbers, as was the case in 2023, did not occur in 2024. This peak significantly affected that year’s figures and partly explains the difference in total weight. The reduction is therefore partly structural and partly due to a more favourable course of deliveries. The remaining 273.5 kilogrammes of rejected products were, as usual, classified as recycled, returned to the supplier or destroyed.

13. Climate action

•   CO₂ reduction in inbound deliveries

•   CO₂ compensation for inbound deliveries

•   CO₂ reduction in outbound deliveries

•   CO₂ compensation for outbound deliveries

The goal of reducing CO₂ emissions from inbound deliveries by 25% proportionally compared to 2023 proved unachievable in 2024. Despite a solid foundation, including a comprehensive CO₂ dashboard with insight into transport routes, transport types and emissions per supplier, we were unable to achieve this reduction target. Looking only at the CO₂ emissions caused by upstream transport, the Global Products Group was able to achieve a 2.9% reduction in 2024. However, this is only part of the story, as the number of kilogrammes of products transported also decreased. Thus, the emissions per kilo did not reduce, but increased instead.



This is mainly because, for commercial reasons, air freight was chosen more often than previously planned. This choice was made, in periods of logistical uncertainty for deliveries from outside Europe, in order to ensure stronger delivery reliability for products with high emotional value. While we are disappointed that we did not make progress on this issue, we recognise that reliability towards our customers sometimes weighed more heavily. At the same time, we have made significant improvements in planning, forecasting and work processes, To significantly reduce dependence on polluting forms of transportation in the future. In 2025, we will again focus on what really counts: the structural reduction of our carbon footprint.

In 2024, Global Products Group successfully achieved its ambition to offset the 2023 CO₂ emissions from inbound deliveries. Through our cooperation with the Trees for All foundation, we offset the entire measured emissions of this segment. This offsetting involved a contribution of 135 tons of CO₂. In addition, a contribution was also made to realise the planting of 135 trees within sustainable forest projects in Borneo, Mexico and the Netherlands. In doing so, we contributed not only to the restoration of ecosystems, but also to a healthy living environment for future generations. This step marks an important milestone within our broader sustainability policy. Although the focus on CO₂ reduction remains, we see offsetting as a necessary complement to further reduce our carbon footprint and actively assume our responsibility within the chain.

The Global Products Group also had an objective for 2024 to fully map CO₂ emissions from outbound deliveries in order to offset and reduce them in the future as well. Although we are aware of the importance of making both upstream and downstream activities transparent, we have not been able to fully achieve this target. The diversity of destinations, transportation methods and shipment volumes made collecting and structuring the necessary data challenging, so implementation proved more complex than previously estimated. However, we did take important steps in 2024: a plan of action was drawn up that defines the methodology and necessary data flows for building a CO₂ dashboard for outbound deliveries. This provides a solid basis to continue the project in 2025 and still establish a zero point. In this way, we will continue to work in a focused way to gain full insight into our ecological impact and to make our chain even more sustainable.

16. Peace, justice and strong institutions

•   Respecting the rights of the local population

•   Countering corruption

•   Communication of CSR policy

In 2024, Global Products Group made strides in obtaining signed Suppliers Environmental Code (SEC) behavioural documents within the supplier network. Although our goal was to have 100% of our suppliers sign, the percentage came out at 55.2%. This outcome calls for nuance: at the product level, 71.8% of the products in the basic collection come from suppliers who did sign the document. Moreover, more than half (61.5%) of the suppliers without a signature are located in the Netherlands, which has a low-risk profile in terms of Environment & Public Health. The partial coverage can largely be explained by the scaling up of our due diligence, which includes suppliers of sub-products that were previously out of scope. For the year 2025, we intend to structurally secure the SEC document for all suppliers, both existing and new, so that compliance with our standards and values is better guaranteed across the entire chain.



The past year has been focused on further rolling out the Code of Conduct across our entire supplier network. Instead of just looking at the main level, 2024 zoomed in emphatically on the individual production sites per supplier, with some suppliers operating multiple sites. Our ambition was for full coverage (100%), but realisation came to 59.4%. Within the countries originally identified as high risk, the percentage is 84.6% of production sites with an increased corruption risk have returned signed Code of Conduct. The lower overall coverage rate can be explained by a broadening of the scope, similar to the path around the Supplier Environmental Code: in 2024, suppliers of sub-products and their production sites were also included in the due diligence process. This required additional time and coordination. It is important to note that more than three-quarters, 76.9%, of the production locations that have not yet been documented are in countries within the top 15 of the Corruption Perceptions Index fall, and thus have a very low risk profile. Although the target has not yet been fully achieved, this has overcome the greatest risks. In 2025, we will continue along the line we have set in order to cover the remaining share as well.



In 2024, we continued to build on the communication and visibility of our CSR policy. As in 2023, we published our achievements and new targets on our website so that they are accessible and comparable for everyone. The positive feedback from the industry continues to motivate us to continue this journey. At the same time, we have encountered new challenges in this second year of practice that were not always visible beforehand. As a result, some objectives have not been fully realised. However, this room for improvement offers us valuable lessons to further align our processes and ambitions with the future. By taking these experiences on board, we can avoid potential threats in 2025 and make even more focused improvements. In this way, we will continue to work towards a strong and credible interpretation of corporate social responsibility.