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Memorialization of a loved one has always been important for families but it seems to be a topic that is receiving more attention lately within industry publications and conferences. Perhaps this is because of a concern that society seems to be more casual or worse, in a rush to “get things over with” and we need to be sure that families realize the importance of memorialization. Whatever the reason for the renewed focus, however, the advancement of memorialization is extremely positive – and is something that has been supported by the International Memorialization Supply Association since its inception in 1976. As IMSA commemorates forty years as an association, it is interesting to look back at how it came to be and how it continues to evolve.