New research finds consumers and funeral directors often speak different languages when discussing end-of-life services—84% don't understand what "memorial service" means
BROOKFIELD, Wis., Oct. 27, 2025 /PRNewswire-PRWeb/ -- When funeral professionals say "memorial service," they mean a ceremony without the body present in a casket. But a new study from the National Funeral Directors Association (NFDA) reveals that 84% of consumers have no idea that's what the term means—and three-quarters have never even heard of "direct cremation," one of the fastest-growing options in funeral service.
The NFDA today released "A Funeral Director's Guide to Clear and Compassionate Communication," a comprehensive study that exposes a troubling reality: the funeral profession and the families it serves are often speaking completely different languages at the moment people need clarity most.
The 2025 study, based on a national survey of 1,104 consumers across four generations, found that common industry terminology frequently confuses families during one of life's most vulnerable moments. Only 16% of respondents understood what funeral directors mean when they say "memorial service," while 75% had never even heard the term "direct cremation."
"Families are coming to us in moments of profound grief, and our language should comfort them, not confuse them," said Dan Ford, 2025-26 NFDA President. "This research confirms what many funeral directors have sensed. We need to meet families where they are, both emotionally and linguistically."
The Language Disconnect: What the Research Reveals
The study uncovers stark differences in how professionals and consumers understand basic funeral terms:
- "Funeral": While funeral directors define this simply as a service with the body present in a casket, consumers often describe it as a somber, formal, religious ceremony, usually taking place in a church or cemetery.
- "Memorial Service": Only 16% of consumers used the professional definition of a service without the body present. Most people use this term interchangeably with "funeral" or "celebration of life."
- "Direct Cremation": While funeral directors define this as cremation without a public service, consumers often describe it simply as "cheap," "quick," or for people who "don't want a fuss"—missing the full scope of what this option entails and the fact that families can still hold a memorial service or celebration of life at any time.
Key Findings:
- Terminology Gap: More than 20% of consumers found funeral terminology confusing, with Gen Z and Millennials reporting the highest levels of misunderstanding
- Generational Divide: 66% of Baby Boomers prefer services in places of worship, compared to just 28% of Gen Z respondents
- What Families Want: Across all generations, consumers prioritize personalization, with 62% wanting special music, 59% wanting photos or videos, and 53% desiring personal eulogies
- The Power of Explanation: When funeral directors take time to explain terminology and options clearly, family satisfaction increases significantly
The study also revealed that when funeral directors take time to explain terms clearly, family satisfaction increases significantly. "When I asked them to slow down and explain, they did," one survey respondent said. "That made all the difference."
Beyond Definitions: Understanding What Families Really Need
The research highlights that the communication gap extends beyond simple definitions. Families bring their own language shaped by culture, faith, media and emotion, while funeral professionals use terms rooted in training and industry standards.
"This isn't about correcting families—it's about guiding them with words that bring clarity, comfort and choice," Ford added. "When families understand their options, they're empowered to make decisions that truly reflect their values and honor their loved one's memory."
The comprehensive "When Words Matter" guide provides funeral professionals with:
- Plain-language alternatives to industry jargon
- Generational insights to tailor communication approaches
- Conversation starters that prioritize storytelling over logistics
- Team training tools and self-reflection prompts
- Practical strategies for creating more personalized, meaningful services
A First-of-Its-Kind Resource
"When Words Matter" is the first resource of its kind in the funeral service profession—grounded in original consumer research and designed to bridge the communication gap between funeral professionals and the families they serve.
"While many guides exist about 'how to talk to grieving people,' this is the first research-backed tool to quantify the disconnect between how funeral directors and consumers talk about death, grief and funerals, and offer data-informed strategies to help funeral directors build trust, reduce confusion and support healing," said Ford.
The guide emphasizes that changing language doesn't mean abandoning tradition. Instead, it means learning how to connect with families in ways that meet them where they are—understanding their expectations, both spoken and unspoken, and using language that invites trust, healing and clarity.
NFDA will integrate this research into its professional development offerings, including certification and training programs, continuing education webinars, and future NFDA Convention education sessions. The association will also create materials for consumers that will appear on Remembering A Life, NFDA's consumer education and outreach website.
About the National Funeral Directors Association
The National Funeral Directors Association is the world's leading and largest funeral service association, serving more than 20,000 individual members who represent over 10,000 funeral homes in the United States and 49 countries around the world. NFDA is the trusted leader, beacon for ethics and the strongest advocate for the profession. NFDA is the association of choice because it offers funeral professionals comprehensive educational resources, tools to manage successful businesses, guidance to become pillars in their communities and the expertise to foster future generations of funeral professionals.
Media Contact
Jessica Koth, National Funeral Directors Association (NFDA), 1 262-402-7764, [email protected], www.nfda.org
Emily Evans, The Harbinger Group, 1 937-206-6039, [email protected], www.theharbingergroup.com
SOURCE National Funeral Directors Association (NFDA)
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