Assisted dying bill has helped 21 million to talk more openly about a bereavement

10 September 2025

• Research commissioned by Co-op Funeralcare has found that the assisted dying bill and media coverage of it has helped 21 million in the UK (39%) to talk more openly about a bereavement, with two-fifths (42%) now feeling more comfortable talking about death. *
• The member-owned business also found that more than two-fifths (41%) of Brits have debated the bill with friends and family.
• Meanwhile, the bill has prompted one in six (16%) adults to make an LPA, while almost a fifth (18%) have made a will as a result, with 25–34-year-olds most likely to plan for later life.
• Co-op Funeralcare welcomes the fact that the conversations surrounding the assisted dying bill has helped Brits to talk more openly about death and bereavement and consider later life planning.

Research commissioned by Co-op Funeralcare has found that the assisted dying bill and the public debate around it has helped 21 million people across the UK to talk more openly about a bereavement.

Ahead of the second reading of the bill in the House of Lords, the member-owned organisation’s findings reveal the impact of the assisted dying bill on those living in the UK, with two-fifths (42%) admitting that they now feel more comfortable talking about death because of the bill.

Meanwhile, over two-fifths (41%) have debated the impact and implications of the bill with family and friends and more than four-fifths of (81%) Co-op member-owners believe that simply having the debate has been a good thing.

In addition, nearly half (45%) said that the assisted dying bill has helped them to have a conversation with their loved ones about their funeral wishes, including over a third (35%) of 16 to 24-years-olds.

Elsewhere, the member owned organisation’s research reveals that the Assisted Dying Bill has also prompted a significant number of UK adults to undertake this vital planning as nearly a fifth (18%) have made a will, whilst one in seven (14%) have taken out a life insurance policy. **

Interestingly, 25–34-year-olds were the most likely age group to consider later life planning, with nearly a third (31%) prompted to make a will by the bill and the public discourse around it, whilst one in six (16%) have set up a lasting power of attorney.

What’s more, over a quarter (28%) of Co-op member-owners have said that, due to the bill, they are now more likely to consider general later life planning.

Gill Stewart, Managing Director of Co-op Funeralcare said:

"Our findings reveal that the assisted dying bill and the public discourse around it has been a catalyst in helping people to talk about difficult topics such as death and bereavement, as well as later life planning.

"We welcome the fact that the bill has helped to remove the stigma around these important conversations and empowered people to take steps to plan for later life.

"Talking openly about a bereavement and sharing your experiences with others can really help when it comes to managing grief, whilst making plans for later in life and discussing your wishes can remove the additional burden that loved ones will face at an already difficult time.

"We would encourage people to have open and honest conversations about their wishes as talking now can help loved ones later."

Co-op Funeralcare has created a dedicated website with resources and information to help remove the stigma surrounding death and encourage open conversations about funeral wishes and later life planning: https://www.coop.co.uk/funeralcare/advice/talking-about-death-and-dying

ENDS

Notes to the editor

The research was conducted by Opinion Matters, among a sample of 2,000 UK adults - 16+. The data was collected between 11.08.2025 - 14.08.2025.

Research also based on the views of 1,500 Co-op member-owners between 25th July and 15th August.

Terminally Ill Adults (End of Life) Bill referred to as assisted dying bill.

*16+ population = 54,711,707

** Based on 1,981 UK adults aged 18+.

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 £11 billion 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.