Culture or Cash? Is cost of living crisis driving direct cremation popularity?

Categories: Opinion.

The CEO of a UK funeral industry disruptor has strongly rejected the idea that the current economic climate is the reason more and more families are turning to direct cremation.

Pure Cremation chief Mark Seastron says the faltering UK economy is only a minor factor in the meteoric rise of direct cremation, where the deceased is collected, cared for, and then cremated without a service or mourners present.

He said: “While the cost-effectiveness of direct cremation is attractive to cash-strapped British families, Pure Cremation has set in motion a real cultural shift – something we are very proud of.

“Direct cremation gives families more flexibility over where, when and how they say goodbye to someone special. So, this can be even more personal than a traditional funeral.

“A no-fuss cremation held separately from the farewell event opens up wonderful opportunities for a proper tribute when the bereaved family feels ready. This could be a celebration of life party or a religious thanksgiving service…you really do have the freedom to choose.”

Mr Seastron’s comments came as Dying Matters Awareness Week, which took place from 8-14 May, encouraged people to talk honestly about death and bereavement.

He said: “We wholeheartedly support the DMA campaign for openness about mortality. The fact that direct cremation now accounts for 18% of all funerals proves this liberating option is a positive choice it’s what people want.

“When Pure Cremation first came onto the scene it served a small number of people who totally rejected the idea of a traditional funeral, but it has spread to become a much wider movement that want a more personal and family-led approach. Before our very modern alternative was available there was nothing much to talk about, but now funerals are debated across the country, online and even on TV and radio. That’s fantastic!”

Pure Cremation Group recently released results from its landmark Big Future of Funerals Survey, which compiled responses from a staggering 17,135 customers to shed light on how UK consumer attitudes towards funerals are evolving.

A key finding is that more than a third of plan holders (34.96%) wanted their farewell event to emphasise their life by remembering the good times.



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