Funeral Directors records concerning trend

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As the direct cremation market continues to grow at pace in the UK, a regionally based funeral directors is reporting a concerning trend – that many people are requesting a direct cremation for themselves or a loved one without fully understanding what it is.

M.A. Mills has seen a marked increase in people coming into its branches requesting a direct cremation either as a pre-paid plan or for a relative who has passed away, but not understanding the reality of the option they are choosing.

Julia Carty, (pictured right) General Manager, explains to these customers that a direct cremation is the most basic and simple option for funeral plans, in many ways not resembling our traditional concept of a funeral at all. It involves the person being collected, and looked after with respect, dignity and care until the day of cremation, cremated with no service or ceremony, and then the ashes returned to the family.

Julia said: “We’re definitely spending more time explaining what a direct cremation is to families, as they may have come in requesting one but in reality they don’t actually understand how simple and basic it is. There’s seems to be a real disconnect between some of the major online operators marketing material and the message that families are taking away from it – and seeing first hand how confused the general public seem to be.

The company is on a mission to explain, debunk and reassure, as Julia continued: “Every individual or family should always make the choice that best reflects their wishes about their final goodbye. But as people’s preferences shift and the market of providers continues to grow, it’s essential that people have access to all the relevant information and processes before they can correctly make that decision.

“For some people, a direct cremation, with no service or set cremation date, truly is the right choice. But unfortunately, we are seeing more and more families who were unaware of these crucial details until it was too late. We’re also finding that for those family members left behind, if they are not brought in on the process in the planning stage, they don’t always know how to grieve or remember their loved ones.”

It comes as direct cremations become an increasingly popular choice for those in the UK, with market share for this type of funeral rising from around 3% in 2019 to almost 20% today. This has been compounded by the ongoing cost of living crisis, and the message that direct cremations can offer the most economical end of life option.

The bereaved and those planning ahead are being encouraged to speak to their local funeral directors if they are considering a direct cremation. Its staff are increasingly concerned that individuals and families do not fully understand the process, highlighting the need for a national conversation around what direct cremations actually involve and what is included in the service.

Additionally, with the number of online providers growing and market competition rising, it is becoming increasingly difficult for those considering the option to get full transparency.

Julia added: “Traditional funeral directors have been providing unattended cremations for decades, and a direct cremation is not a new offering in this sense. But as more people become aware of the option, it’s more important than ever that they have a comprehensive understanding of what it involves.

“When arranged through a funeral director, funeral arrangers work with families or those close to the deceased to best ensure the direct cremation arrangements are a reflection of what the person who has passed would have wanted.”