OVER HALF OF GEN Z ARE READY TO MAKE A FUNERAL PLAN
25 June 2025
- New research* commissioned by Co-op Funeralcare reveals UK adults’ attitudes towards discussing funeral wishes, with more than half of 18–24-year-olds would consider taking out a funeral plan.
- One-fifth of UK adults admit that they are uncomfortable discussing their own death with loved ones, however 8 in 10 (83%) agree that it’s important that you know the funeral wishes of your loved one.
- Almost half (49%) said they would like to be cremated, compared to a quarter (23%) choosing burial, and 28% undecided.
- The top reason for taking out funeral plan is securing peace of mind knowing it’s paid for in advance.
Co-op Funeralcare, the UK’s leading funeral provider, reveals that Gen Z are more willing to put a funeral plan in place than those at the later stages of their life.
New research from the member-owned organisation reveals that more than half (54%) of 18-24-year-olds would consider taking out a funeral plan compared to 48% of over 55-year-olds.
While this could be due to young people feeling less anxious about discussing death because of their age, the results could also suggest a generational shift in perceptions of funerals, with more young people viewing funerals to be a celebration of life rather than a traditional, morbid occasion.
For instance, the survey showed a fifth (20%) of 18-24-year-olds would like funeral attendees to wear bright colours rather than traditional black, and 1 in 10 (11%) said that they would like their funeral theme to be based on their favourite film.
Survey responses show that discussing funerals is still a taboo topic for some, with a fifth of UK adults admitting that they are uncomfortable discussing their own death with loved ones. However, over four-fifths (83%) agree that it’s important that you know the funeral wishes of your loved one.
More than half (52%) of survey respondents said that they already have a funeral plan or would consider getting one in the future, and most agree that it is important to know the funeral wishes of loved ones, such as song choice, burial vs cremation, theme, location, and many more.
Planning for later in life not only ensures that your wishes are carried out but can also relieve emotional and financial stress for your loved ones. Over two-fifths (42%) said that the main reason they would consider getting a funeral plan would be to have peace of mind knowing it’s paid for, followed by almost two-fifths (38%) who would take out a funeral plan for themselves to reduce the emotional burden on their family when it comes to planning the funeral.
Gill Stewart, Managing Director at Co-op Funeralcare said:
“Here at Co-op Funeralcare, we believe it is important to discuss later in life wishes with loved ones. Such conversations may seem intimidating; however, they do not have to be morbid – an increasing number of people are embracing funerals as a celebration of life and a chance to showcase their personality and passions, such as football-themed funerals, music-themed, or even an opportunity to donate to a favourite charity.
“Regardless of your stage of life, it is important to discuss your wishes so that loved ones are not left with the emotional or financial burden of planning a funeral in the future.”
To learn more about Co-op funeral plans and member benefits, click here.
ENDS
Notes to the editor
- Survey conducted by Opinion Matters among a sample of 2000 UK adults between 17-22 April 2025
About Co-op
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 over 2,400 food stores, over 800 funeral homes and provides products to over 5,000 other stores, including those run by independent co-operative societies and through its wholesale business, Nisa Retail Limited.
Employing almost 60,000 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.