YouGov Survey Reveals That A Funeral Revolution Is on the Horizon
UNITED KINGDOM / AGILITYPR.NEWS / September 02, 2020 / The most recent YouGov research into Brits’ attitude to saying goodbye to a loved one reveals a cultural shift towards a celebration of life rather than the trappings of a traditional send off.
The online survey found that celebrating life, keeping costs down and recognising the wishes of the deceased ranked far higher than conforming to traditional funeral options.
Nearly half of respondents questioned (48%) said a personal celebration of life involving family and friends would be an important factor for their own funeral, and almost two thirds (59%) said the wishes of the deceased being carried out are vital. Low costs was cited by a further 42% as being important factor for their own funeral.
Yet less than a quarter (24%) of respondents believed that having a formal service with clergy/ celebrant in a traditional venue (e.g. a church, crematorium etc.) was a key factor in planning a funeral for themselves with traditional vehicles (e.g. hearses, limousines etc.) being even less important with only 16% of those questioned saying it was an important factor for their own funeral.
The survey comes in the wake of the recent report published by the CMA (Competition and Markets Authority) CMA which highlighted the need for a shake-up of the funeral industry following a two-year investigation into the inconsistent prices and relentless increases in costs for funeral and cremation services nationally.
The YouGov research was commissioned by Pure Cremation, a pioneer in direct cremation, which consists of a respectful cremation without any mourners – allowing a separate, personalised farewell event for friends and family.
The UK’s first dedicated provider of direct cremation, Pure Cremation has been reshaping the funeral industry with its unique model since it was first launched in 2015, setting a benchmark for others to follow.
Catherine Powell, who co-founded the company with her husband Bryan, believes that the results of the survey signal a clear move away from conventional ceremonies rooted in Victorian values, and that this consumer-driven trend is gathering pace.
She said: “In just a few generations our lives and lifestyles have evolved away from accepted traditions in lots of different ways. Wedding are a perfect example and it’s no surprise to see this happening in funerals too.
“Direct cremation is being embraced for its flexibility, affordability and to ensure the focus is on the life and personality of their loved one, rather than on the death itself.
“Families are beginning to recognise that they don’t have to feel bound by tradition, there is no rule book, and they have a choice – which translates into a BBQ at a beach, a toast at a favourite pub, or a family party instead of a procession of limousines and mourners clad in black.
“Indeed as people attend these more personal and more upbeat events, I am confident we will see ever more families embracing this less formal approach; in fact, this we have seen this at first hand in the growing number of families who’ve chosen our simple service more than once.”
The ability to arrange a more personal celebration of life on the ideal date and time and at the perfect venue is truly liberating and is the most likely explanation for the rapid growth of direct cremation in the USA. In less than a decade the number of direct cremations has almost overtaken those of standard cremation funerals.
Catherine added: “This survey has confirmed that the needs of today’s families have changed - respectful care for their loved one, at a fair price and the freedom to create a unique farewell that truly reflects the personality and ideals of the deceased.
“Pure Cremation is ready for this funeral revolution, but many other providers will need to change...or risk being left behind.’
For further details log on to https://www.purecremation.co.uk.
Notes:
All figures, unless otherwise stated, are from YouGov Plc. Total sample size was 2154 adults. Fieldwork was undertaken between 6th - 7th August 2020. The survey was carried out online. The figures have been weighted and are representative of all GB adults (aged 18+).
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