Families expect funeral providers to lead conversations on death, new OurCoop insight shows
Posted by lauryn mellor | Published: 05/05/2026
FuneralCoop, part of OurCoop, is calling on the funeral sector to take a more active role in helping people talk about death and dying, as new member insight reveals a clear gap between willingness and action.
Coinciding with Dying Matters Awareness Week, the findings highlight a significant opportunity and expectation for funeral providers to lead more open, earlier conversations.
The research shows that while most people describe themselves as comfortable discussing death in principle, that confidence often breaks down in real-life situations, particularly within families.
At the same time, many bereaved respondents report regret about conversations that never happened, including not discussing funeral wishes, end-of-life preferences or emotional concerns.
Glenn Barsby, Head of Funeral 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.”
One of the strongest findings is the expectation placed on organisations like FuneralCoop to help normalise conversations about death and dying. A significant majority of respondents said this role is important, even among those who are personally comfortable with the topic.
The insight suggests that people see funeral providers as uniquely positioned to give people “permission” to start conversations - providing simple, accessible guidance and supporting families before need, not just at point of need.
Respondents consistently highlighted the types of support that would help them engage more confidently, naming simple guides and checklists, conversation starters, real-life stories and experiences, clear information about funeral planning as well as support around grief and bereavement.
The research identifies key pressure points for families, where earlier engagement from funeral professionals could have the greatest impact on family experience and outcomes:
- Discussing funeral arrangements and wishes
- End-of-life care preferences
- Financial planning
- Knowing how to support someone who is grieving
FuneralCoop believes the findings reinforce a shift already underway in the sector, from reactive service provision to proactive, community-based support.
Glenn Barsby added: “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.”
With awareness driven by Dying Matters Week, FuneralCoop is encouraging the sector to use this moment to engage communities, test new approaches and embed conversation-led support into everyday practice.
Because while death is universal, the ability to talk about it openly is not, and the sector has a key role to play in changing that.
ENDS
For press information
Press Office
pressoffice@centralcoop.co.uk
Lauryn Mellor, PR and Media Specialist at OurCoop
lauryn.mellor@centralcoop.co.uk
07385 048004
Rory Fletcher, Senior Director at Citypress
rory.fletcher@citypress.co.uk
0131 516 5654