Understanding the Modern Family: Insights from New Funeral Industry Research

As a funeral director, you know better than anyone that the way families choose to say goodbye is evolving. To better understand these shifting priorities, Reach recently commissioned a OnePulse survey of 200 UK adults, uncovering valuable insights into what modern families truly value when arranging a funeral.

Despite the rise of alternative farewells, the research overwhelmingly shows that your expertise is as vital as ever. A significant 77% of UK adults believe it is important or very important to have a professional funeral director manage arrangements when a loved one passes away. Furthermore, 59% admitted they would not feel confident planning and executing a funeral service entirely on their own without a funeral home.

When asked which aspects of your service provide the most value, families pointed to practical, hands-on support: legalities and paperwork (46%), the care and preparation of the deceased (42%), and event and logistics coordination (41%). Your role as a steady, knowledgeable hand during a difficult time remains irreplaceable.

Discussions around funeral costs are always sensitive, but the results bring positive news for the profession. Nearly two-thirds (64%) of respondents agree that the professional expertise and peace of mind provided by a funeral director justify the financial cost. Even more telling is that 59% are willing to pay a premium for a funeral director who offers exceptional emotional support and personalisation. Families aren't just looking for a transactional service; they are looking for a meaningful, supportive experience.

The research also highlights a growing preference for non-traditional services. More than two in five (44%) UK adults are likely to consider a direct or private cremation for themselves or a close relative. Interestingly, the primary motivation for this isn't necessarily cost; 38% cited "less stress and formality" as their main reason, compared with 26% citing lower financial cost.

When it comes to the tone of a memorial, the strictly traditional, sombre affair is becoming less common, favoured by just 7% of people. Instead, families are looking for an "uplifting celebration of life" (44%) or a mix of both traditional and uplifting elements (39%). Non-religious public venues (29%) and crematoriums (27%) are currently seen as the most appropriate settings for these events.

With 59% of families willing to invest more for exceptional emotional support and highly personalised services, it's crucial to offer options that meet these modern needs.

At Funeral Notices, we understand the importance of providing families with a space to share memories, celebrate a unique life, and connect with their community. Use our digital notices to provide families with an everlasting tribute to their loved one. By incorporating our digital notices into your service offerings, you can effortlessly deliver an extra layer of personalisation and lasting emotional support that today’s families are actively seeking.

To book a notice, click here.

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* SOURCE: ONEPULSE SURVEY FOR REACH PLC: 200 UK ADULTS