Changing funeral preferences: NFDA’s first-of-its-kind generational report now available
Changing funeral preferences: NFDA’s first-of-its-kind generational report now available
National Funeral Directors Association (NFDA), Brookfield, WI; Press Release; 4/2/25
The National Funeral Directors Association (NFDA), the world’s leading and largest funeral service association, has released an unprecedented study examining consumer attitudes toward funeral service across generations. Available to funeral service professionals for download at no charge, Changing Consumer Preferences: A Generational Perspective on Attitudes Toward Funeral Service provides critical insights to help funeral service professionals adapt to evolving expectations and continue delivering meaningful memorial experiences. ... Key findings include:
- ... While 56% of respondents agree that it is important to commemorate a loved one with a funeral or memorial service, younger generations are more likely to emphasize the importance of viewing the body.
- The preference for cremation remains strong, with 50% of Americans favoring it, though Gen Z shows a greater preference for traditional burial than older generations.
- Nearly two-thirds (62%) of adults have discussed their own funeral plans with family members, yet Gen Z is the least likely to have done so.
[Click here for NFDA's free Resources for End-of-Life Professionals]
Editor's Note: As noted above, younger generations are increasingly emphasizing the importance of viewing the body after death. If cremation has been chosen, clear communication plans must be in place—before the death—about who to notify when the person dies, and before the funeral home representative arrives to take the body. Without such planning, that final opportunity for “last presence” can easily be lost. Grief may be further intensified if a Gen-Z (or any) family member is unaware—prior to death—that cremation will occur without a chance to view the body. Share this information with your interdisciplinary teams as they:
- Facilitate conversations about what will happen at the time of death, and
- Offer meaningful presence with the grieving family until the funeral home representative has departed.