The average Brit contemplates their own death for 55 years
15 October 2018
• Brits first consider their own death aged 26
• Women are more likely than men to think about their own mortality
• Terrorism, celebrity deaths and external news reports are amongst the top 10 reasons people consider their own mortality
The average Brit contemplates their own mortality for more than half a century, according to Co-op’s Biggest Ever Survey into death, dying and bereavement.
The leading funeral provider’s research reveals age 26¹ is when Brits first consider their own death, with a third of all adults doing so at least once a week.
With life expectancy now topping 80, this means people on average are spending 55 years having deadly thoughts.
Despite thinking about death, the majority (41%²) of people have not yet planned for the inevitable.
Women are more likely than men to think about their own mortality, with virtually all woman (98%) admitting this is the case, versus just nine out of 10 (90%) men.
The findings, released in Co-op’s broader report “Making Peace With Death”, highlight that further action is needed to tackle the nation’s last taboo.
The research uncovered attitudes towards mortality, bereavement and the way in which we plan ahead for death. With 30,000 taking part, this is the first time national attitudes towards death have been looked at on such a scale.
Although 91% have thought about their own mortality, it’s not something Brits will openly talk about. Findings highlight that terrorism, celebrity deaths and external news reports are amongst the top 10 reasons for people to consider their own mortality:
- The death of a family member (28%)
- Reaching a milestone age (22%)
- A medical diagnosis – someone I know (17%)
- News reports of death (16%)
- A medical diagnosis – myself (15%)
- The loss of a friend (15%)
- Making my own will (14%)
- Terrorism (13%)
- Hearing about a celebrity dying (12%)
- The death of an acquaintance (10%)
David Collingwood, Director of Funerals for Co-op Funeralcare, said:
“Our survey shows that whilst mortality is something we often think about, it’s not something we’re willing to open up and talk about.
‘’With over 18 million people uncomfortable talking about death, many of us are having those conversations because we feel they are too difficult to broach or we don’t want to upset people. The reality of it is, if we start to talk more openly about death, dying and bereavement now, it’ll remove some of the emotional burden for our loved ones further down the line.’’
Ends
¹ Co-op’s biggest ever survey into death dying and bereavement was conducted by You Gov from 7th May to 14th June 2018 among over 30,000 UK adults
²41% of people have not put any later life plans in place or been involved in sorting out arrangements following a death
For more information contact:
Sarah Pyatt: Sarah.Pyatt@coop.co.uk / 07850 002312
Emily Penkett: Emily.penkett@coop.co.uk / 07738 621201
ISDN line is also available for interviews
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About Co-op:
The Co-op is one of the world’s largest consumer co-operatives with interests across food, funerals, insurance, legal services and an online electrical store. It has a clear purpose of championing a better way of doing business for you and your communities. Owned by millions of UK consumers, the Co-op operates 2,500 food stores and over 1,000 funeral homes, with more than 63,000 colleagues and an annual revenue of £9.5bn. The Co-op and British Red Cross have been working in partnership since 2015 to highlight and tackle loneliness and social isolation across the UK. The partnership’s ‘Trapped in a Bubble’ research identified bereavement as a life-changing event that can trigger loneliness.
About Co-op Funeralcare:
Co-op Funeralcare conducts almost 100,000 funerals annually across over 1,000 funeral homes. Combined with its leading legal services business, the Co-op is also a national provider of later life products and services ranging from funeral plans, through to wills and probate.