Every family you serve brings a unique set of expectations, emotions and values to the funeral planning process. They might be grieving, confused or overwhelmed and in these moments, the words you use carry extraordinary power. Language can comfort or confuse. It can open up a conversation or shut it down. It can honor a life or unintentionally diminish it.

In 2025, NFDA conducted a groundbreaking national survey of 1,104 consumers across four generations — Gen Z, millennials, Gen X and baby boomers — to explore how they talk and think about funerals. What the association discovered was that a consistent gap exists between how professionals define terms such as “funeral,” “memorial service” and “celebration of life” and how consumers understand, use and relate to those terms. This guide translates those insights into practical strategies, conversation starters and reflective tools you can use to better serve families.

When you meet families where they are — in terms of both language and understanding — you can help them create services that are not only healing but also deeply personal.

Key Findings

• Generational Gaps Are Real: Baby boomers expect formality, religious elements and body presence. Gen Z is more likely to expect informality, personalization and flexibility, and they often feel confused about what’s possible.
• Terminology Causes Confusion: Terms such as “funeral,” “memorial service,” “celebration of life,” “viewing” and “direct cremation” are interpreted differently by consumers versus funeral service professionals. Many families believe “memorial” and “celebration of life” are interchangeable and that a “funeral” always includes a religious ceremony.
• Presence Matters, But It’s Misunderstood: While funeral directors see value in viewing and having the body or cremated remains present, consumers — especially younger ones — are less certain or feel uncomfortable.
• Consumers Want Guidance, Not Jargon: Families appreciate when funeral directors slow down, use plain language and help those planning explore what’s most meaningful — not just what’s most traditional.