President's Perspective
featuring Global Study of Funeral Preferences

Summer issue of THANOS magazine

Greetings to all members of FIAT-IFTA,
I hope all is well with everyone.

The National Funeral Directors Association in the United States has released their survey called Across Borders, Across Traditions: A Global Study of Funeral Preferences. This survey is a worldwide survey covering the areas of Africa, Asia, Central America, Europe, North America and South America asking questions to respondents who have had a funeral experience in the last five years. Twenty countries were involved in the study. The study took several years to complete and was suggested by NFDA’s Global Advisory Committee. I was privileged to be able to assist in the data analysis along with others from the countries studied. While I can’t give all the information in this short article, I can give you a quick summary.

The 2025 NFDA Global Study of Funeral Preferences explores how funeral preferences vary across regions while highlighting consistent themes in funeral practices worldwide. The study underscores the enduring importance of personalized funerals, cultural traditions, and funeral directors' roles in supporting families.

General observations show that three out of four respondents attended a funeral in the past five years, but only half have planned one, showing that funeral planning is still unfamiliar for many consumers. Despite changing trends, funerals remain highly valued, especially when they reflect family wishes and are supported by high-quality services. Overall, funeral directors are seen positively, as professionals who guide families through arrangements and offer valuable services.

Funeral Service Preferences indicate that while cremation is becoming more common globally, funerals with burials are seen as more helpful in the grieving process. More than 96% of respondents found funerals healing, with burial (63.4%) considered more helpful than cremation (52.1%). There's also strong interest in eco-friendly funeral option, with 70% of respondents expressing openness to sustainable practices.

When selecting a funeral home, location is the top priority for 44% of respondents, followed by price (36%). Reputation also plays an important role, especially in regions such as Hong Kong.

The 2025 NFDA Global Study of Funeral Preferences highlights also notable regional trends. In Africa, funerals hold deep meaning and funeral directors are highly respected. In Asia, funeral directors are seen as professional and essential, with strong trust among Chinese consumers. Central American consumers widely believe funerals are important for honoring loved ones and show high interest in green funerals. Europeans are least likely to view funerals as crucial for healing. In North America, funerals are seen as helpful for grief, though fewer attendees feel personally connected compared to other regions. In South America, funeral directors are valued, and flowers are the most significant part of services.

The full document is much more detailed and is thirty-two pages long, with much more data and precise numbers from each country. If you’d like the full report, please contact Anna Bernfeld, NFDA Sr. VP Member Relations at abernfeld@nfda.org.

Willim C. Wappner
FIAT-IFTA President