Go your own way: Funerals are a celebration of life according to 38 million Brits

06 August 2024

  • New research reveals shift in perceptions around funerals as an estimated 38 million see funerals as a celebration of life

  • This comes as the UK’s leading funeral provider, Co-op Funeralcare, releases new report of funeral trends seen over the last five years

  • Personalisation is key, from a Dr Who theme and glittered coffins to guests dressed in football shirts appearing among the more unique requests

  • Key insight also reveals influence of technology on funerals, as almost a third of Co-op Funeralcare’s funeral directors have seen people posting funerals on social media

Trending Tributes, a new report from Co-op Funeralcare, the UK’s leading funeral provider, has revealed a shift in the nation’s perceptions when it comes to funerals, as more people choose to create a celebratory event rather than a sombre affair.

The research, commissioned by the member-owned organisation, found that an estimated 38 million people (68%) in the UK believe funerals are becoming more of a ‘celebration of life’ rather than a time of reflection, showing a rise from a previous study by the funeral provider in 2019, which found this number to be 58%.

Based on insight from Co-op Funeralcare’s funeral directors, who carried out over 500,000 funerals in the last five years, as well as the views of 4,000 UK respondents, the findings also highlighted a trend towards more personalised services, as over half (53%) of Co-op Funeralcare’s funeral directors said they were seeing a move away from ‘tradition’ and an increase in people desiring more unique funerals.

With requests varying from Dr Who-themed farewells and glittered coffins, to mourners dressed in football shirts, the research highlights a shift towards people incorporating aspects into funeral arrangements that are more reflective of an individual’s life.

And this trend is further reflected in the locations where funerals are held, as nearly six in 10 (57%) of Co-op Funeralcare’s funeral directors reported an increase in requests for services to take place outside of traditional religious settings, while almost half of the respondents surveyed (48%) said they had attended a funeral in a non-traditional setting over the last year.

Co-op Funeralcare 10 most unique location requests

  1. Hampton Court Palace
  2. Betting shop
  3. Castle
  4. Farm
  5. Woods
  6. London bus
  7. Town hall
  8. Sports centre
  9. Angling club
  10. Cricket pavilion

Paul Elliott, one half of the much-loved duo the Chuckle Brothers, certainly has direct experience of this through his brother Barry, who sadly passed away in 2018, and whose funeral took place at Rotherham United Football Club, of which he was an honorary life president.

Paul said: “It’s always very sad when you lose someone but, as Co-op Funeralcare’s report shows, a funeral doesn’t have to be a sad day.

“When my brother Barry died, the venue for his funeral was the home of Rotherham United FC, at New York Stadium, and while the day was obviously an upsetting time, being able to incorporate a location that meant so much to him during his life was really special.

“Having a funeral for a loved one that truly reflects their personality and how they lived can be so important. We were of course all really heartbroken but having his send-off, followed by drinks and sharing stories with family and friends made the day that little bit easier – you really can make a funeral whatever you want!”

While traditionally, ‘black’ is often the colour most associated with funerals and mourning, insight from Co-op Funeralcare colleagues also revealed an overwhelming trend of clients moving away from this. At 89%, an overwhelming majority of Co-op Funeralcare funeral directors said they had arranged a funeral in the last five years whereby mourners wore their loved one’s favourite colour, while almost two thirds (63%) had incorporated their loved one’s favourite sport’s jersey into the dress code for a funeral during this period.

And when it comes to attendees, the research also highlighted some of the other personal touches people like to incorporate into a final farewell. With three quarters (75%) of Co-op Funeralcare funeral directors reporting that they’d received requests for pets to attend the funeral, the nation’s love for their furry friends is further reflected by the fact that over three-fifths (62%) of people surveyed said it was important that pets are able to attend their owner’s funeral.

Technology continues to have a huge impact on everyday life and it’s influence on funerals is no different, as almost a third (31%) of funeral directors have seen people posting on social media from a funeral, while almost a fifth (18%) had seen people taking selfies.

And the trend towards this only looks to grow, as a third of people surveyed (33%) said they expected an increase in the number of those taking selfies at future funerals, while over two-fifths (44%) said that social media will play a bigger role moving forward.

Whilst these new insights largely highlight a shift towards the contemporary, some traditional elements do still remain, with sentimental items placed inside a coffin being a common way for family and friends to honour their loved one. However, while data from Co-op Funeralcare funeral directors reveals the most common keepsakes, some of the more unconventional items also include cigarettes and a mobile phone, as well as bingo items and even a snooker cue.

10 most common coffin keepsakes

  1. Photographs
  2. Letters
  3. Toys
  4. Cards
  5. Teddy bears
  6. Football tops
  7. Flowers
  8. Pictures/Drawings
  9. Ashes
  10. Pet-related items

Gill Stewart, managing director at Co-op Funeralcare, said: “At Co-op Funeralcare, every funeral we carry out – be it traditional or more contemporary – is bespoke and unique to the individual.

“Incorporating a unique hearse, a themed coffin or a loved one’s favourite colour into a service, not only helps to reflect the life of the individual, but it can also support family and friends through their grieving process, and in some cases add a sense of levity to an otherwise difficult time.

“Since our previous report in 2019, many factors – including the pandemic – have made people think about the subject of death and funerals much more. However, despite this, our research reveals half of people have never discussed their funeral wishes with family or friends, while two thirds have made no plans at all for when the time comes.

“With this new report, we want to encourage the nation to talk to their loved ones about their funeral wishes, whether that be putting plans in place or even discussing a favourite song choice. Whilst it can feel daunting, it can help make an otherwise difficult time that little bit easier if plans are known or in place for when they’re needed.”

And to support this conversation, Co-op Funeralcare have partnered with Channel 4 to create a content series showing the difficulties people can face when organising a loved one’s funeral without knowing what they wanted. The new series, Celebrity Send Off, features three pairs of celebrity duos, with one half of the pairing tasked with arranging the funeral of their partner.

Through the series, Co-op Funeralcare aims to normalise what can often be seen as a taboo topic using Channel 4 entertainment to highlight just how much of a difference these conversations can make, as well as inspiring the nation to talk to loved ones about it today.

Full media report here

ENDS

Notes to Editor

** Co-op Funeralcare is the UK’s largest national funeral provider, with over 800 funeral homes. This report is compiled of Co-op Funeralcare’s own business data from 2019 to date and insight from Co-op’s funeral arrangers and directors between May and June 2024 and based on over 500,000 funerals conducted from 2019-2024.

*** Consumer research of 4,002 Nationally Representative UK Respondents conducted between 31/05/2024 - 04/06/2024.

Co-op Funeralcare 10 most unique location requests

  1. Hampton Court Palace
  2. Betting shop
  3. Castle
  4. Farm
  5. Woods
  6. London bus
  7. Town hall
  8. Sports centre
  9. Angling club
  10. Cricket pavilion

10 most common coffin keepsakes

  1. Photographs
  2. Letters
  3. Toys
  4. Cards
  5. Teddy bears
  6. Football tops
  7. Flowers
  8. Pictures/Drawings
  9. Ashes
  10. Pet-related items

10 most unique requested hearses

  1. Horse & carriage
  2. Fire truck
  3. Double decker bus
  4. Only fools &horses reliant robin
  5. Flatbed truck
  6. Motorcycle hearse
  7. Tractor
  8. Leopard print hearse
  9. Cement mixer truck
  10. Scaffolder's lorry

5 Most unique coffin requests

  1. Glitter coffin
  2. Fish tank coffin
  3. Lego coffin
  4. Boat coffin
  5. Tardis coffin

Most unique ashes tributes

  1. Placed into fireworks
  2. Used as tattoo ink
  3. Scattered at London Zoo
  4. Taken on a world cruise
  5. Blown through a steam train
  6. Placed in an egg timer
  7. Carried to church on a digger
  8. Mixed with a pet’s ashes
  9. Taken to the Sydney Opera House

For more information contact pressoffice@coop.co.uk

About Co-op Co-op is one of the world’s largest consumer co-operatives with interests across food, funerals, insurance and legal services. Owned by millions of UK consumers, the Co-op operates almost 2,400 food stores, over 800 funeral homes and provides products to over 6,000 other stores, including those run by independent co-operative societies and through its wholesale business, Nisa Retail Limited.

Employing 56,000 people, the Co-op has an annual turnover of over £11billion and is a recognised leader for its social goals and community-led programmes. The Co-op exists to meet members’ needs and stand up for the things they believe in.