Green funeral options are often marketed to appeal to customers' preferences, but businesses should examine their genuine motivations for offering them. While customers want eco-friendly options, businesses must also consider their own values and priorities. For most, going green involves incremental changes, like sourcing locally and sustainably. It is important to understand why specific green choices are made - to please customers, improve marketing, or truly reduce environmental impact. Regardless of an upcoming impact report, businesses can already take small steps that align with green values without hurting business or requiring extra work.