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Funeral providers should take a more active role in helping people talk about death and dying, according to new insights from FuneralCoop, part of OurCoop, highlighting a significant gap between people’s comfort with death and their ability to discuss the topic with family members.
While many respondents described themselves as comfortable discussing death in principle, they frequently struggle to initiate these conversations in real-life situations. Many bereaved individuals report regrets regarding unaddressed funeral wishes, end-of-life preferences, or emotional concerns that remained unspoken before a death occurred.
The research indicated that the public views funeral providers as uniquely positioned to provide permission for such conversations. Respondents stated that they would value simple guides, checklists, conversation starters, and clear information regarding funeral planning, alongside support for those experiencing grief and bereavement.
The data identified several pressure points where early engagement from funeral professionals could improve outcomes for families. These included planning funeral arrangements, deciding on end-of-life care, managing financial planning, and learning how to provide effective support to those who are grieving.
FuneralCoop also identified a transition in the sector from reactive service provision to proactive, community-based support. The organisation suggests that providers should offer practical tools and create environments that encourage open dialogue to help address the uncertainty that often surrounds the death of a relative.
Glenn Barsby, head of funerals at FuneralCoop, said: “What we’re seeing is a clear disconnect. People are not resistant to talking about death, they’re unsure how to start and often wait too long. That creates both a challenge and a responsibility for our sector. Families are looking to funeral providers not just for services, but for guidance and reassurance much earlier in the journey.
“This is about meeting families where they are, before they reach a point of need. By offering practical tools, creating safe spaces for conversation, and using everyday language, we can help remove some of the fear and uncertainty that still surrounds death.”
