The NAFD’s CEO on Changing Funerals
- Apr 5
- 4 min read
An Interview with Andrew Judd
With the rise of direct cremation and rapidly shifting public attitudes toward death, the funeral profession is undergoing a period of significant transformation. For traditional funeral directors, this presents both challenges and opportunities.
In this week’s blog post on FM Insights*, they spoke with Andrew Judd, Chief Executive of the National Association of Funeral Directors (NAFD), about how the sector can adapt, remain relevant, and continue to provide essential support to bereaved families, while also embracing more personalised, meaningful ways to say goodbye.
Adapting to the rise of direct cremation
Direct cremation has grown significantly in recent years, prompting questions about the sustainability of traditional funeral models, particularly those with high fixed costs such as premises, fleets, and mortuary facilities.
For Andrew, however, change is nothing new. The funeral profession has always evolved alongside society’s attitudes toward death. What matters is not resisting change but understanding it.
At the heart of funeral directing remains a constant: the care of the deceased. This involves dignified handling, appropriate facilities, and professional expertise, all of which require ongoing investment. While families may see fewer visible aspects of this care, these “behind-the-scenes” responsibilities are fundamental.
Funeral directors must therefore do more to communicate this value, helping families understand that even the simplest option still relies on skilled, compassionate care.
Moving beyond the idea of the “traditional” funeral
The notion of a “traditional funeral” is often misunderstood. What is considered traditional has always shifted over time. Rather than adhering to outdated expectations, funerals today should reflect the life of the individual and the needs of those left behind.
Andrew emphasises that families don’t need to conform to a prescribed format. Instead, they should feel empowered to create a farewell that feels right for them, whether that’s formal or informal, religious or secular, large or intimate.
This is where guidance becomes crucial. Funeral directors are uniquely positioned to help families explore their options and make informed decisions, ideally long before the need arises.
The growing importance of celebrants
As funerals become more personalised, the role of celebrants has become increasingly central.
Celebrants work alongside funeral directors to craft ceremonies that truly reflect the life, personality, and values of the person who has died.
Rather than following a fixed script, celebrants create bespoke services, often incorporating personal stories, music, readings, and symbolic acts that resonate with the family. This flexibility allows for a far more meaningful and authentic experience.
In many cases, celebrants help families articulate emotions and memories they may struggle to express. They also play a key role in shaping the tone of the ceremony, whether that’s reflective, uplifting, or even gently humorous.
Importantly, celebrants enable funerals to take place in a wide variety of settings, from traditional venues to more personal locations such as gardens, pubs, or community spaces. This aligns with the growing trend toward “celebrations of life” and less formal gatherings.
By collaborating closely with celebrants, funeral directors can offer a more holistic, personalised service, one that meets modern expectations while preserving the emotional significance of saying goodbye.
Competing in a changing marketplace
Large, online providers offering low-cost, no-fuss options have disrupted the market, often backed by substantial marketing budgets.
However, Andrew believes local funeral directors have a powerful advantage: their presence within the community. The challenge is visibility. Many funeral directors are highly respected but not widely known until their services are needed.
Becoming a familiar, approachable figure, through community engagement, events, or open conversations about death, can make a significant difference. People are more likely to turn to someone they recognise and trust during times of need.
The psychological importance of saying goodbye
One of the most significant risks of unattended funerals is the potential loss of meaningful “goodbye” moments.
Andrew highlights that grief is a natural response to love, and the act of saying goodbye plays a vital role in processing loss. The absence of a ceremony can leave a sense of “unfinished business,” something many experienced during the COVID-19 pandemic.
Even small rituals, such as seeing the coffin, sharing a moment together, and marking the final journey, can help individuals come to terms with the reality of death.
Creative funeral directors and celebrants can work together to ensure that, even where a direct cremation is chosen, families still have an opportunity to mark the moment in a personal and meaningful way.
Rethinking language and expectations
The word “funeral” itself can sometimes feel heavy or restrictive. Increasingly, families are drawn to terms like “celebration of life,” which emphasise remembrance and connection rather than formality.
Judd suggests reframing funerals as life events, similar to weddings or milestone celebrations. This shift opens up possibilities around venues, food, music, and atmosphere, making the experience feel more accessible and less intimidating.
The separation of the ceremonial gathering from the physical committal also allows for greater flexibility. Families can focus on the social and emotional aspects of coming together, while still incorporating traditional elements if they wish.
Supporting families after direct cremation
For those who choose unattended cremation and later feel something was missing, there are still options.
Funeral directors, often in collaboration with celebrants, can help families create a separate memorial event, perhaps centred around ashes or a significant location. These gatherings can be informal and tailored, offering a second chance to say goodbye meaningfully.
This reinforces an important message: it’s never too late to honour a life properly.
Building partnerships for the future
Looking ahead, funeral directors are encouraged to build stronger relationships with a range of partners, from venues and caterers to event planners and digital providers.
Celebrants are a key part of this network, helping to deliver ceremonies that are not only personalised but also emotionally impactful.
Technology also plays a growing role, with live streaming, visual tributes, and digital memorials enabling broader participation and lasting remembrance.
Together, these collaborations can create richer, more immersive experiences that meet the evolving expectations of modern families
A profession evolving with purpose
The funeral profession is not disappearing, it is evolving. While direct cremation and changing attitudes present challenges, they also open the door to innovation, creativity, and deeper personalisation.
By embracing flexibility, communicating their value, and working closely with celebrants and other partners, funeral directors can continue to play a vital role, helping families navigate grief and create meaningful, lasting farewells.
At its core, one truth remains unchanged: the need to say goodbye is universal. How we do it may change, but its importance does not.
*Original article - https://funeralmanager.co.uk/rethinking-funerals-with-andrew-judd-nafd
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