As the direct cremation market continues to grow at pace in the UK, an East Midlands 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 Funeral Service, known for its reliable service across Nottingham and Derby, 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, General Manager at M.A. Mills, 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.
“So M.A, Mills is on a mission to explain, debunk and reassure. 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.
M.A. Mills is encouraging those, both arranging a funeral today and those planning ahead, 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.
And with the number of online providers growing and market competition rising, it’s becoming increasingly difficult for those considering the option to get full transparency.
Julia added: “Traditional funeral directors like M.A. Mills 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. We do also try to make the process more personal where appropriate, for example, we give a wooden heart, which families can personalise, to each person who arranges a funeral with the M.A. Mills team.
“Our aim is, and has always been, to meet the needs of our communities, however simple or grand they may be. We also have a duty of care to the individuals and families we serve and must ensure they have all the tools and resources available to make the right decision.”
M.A. Mills offers direct cremations for £1,475 – which includes the cost of cremation. Unlike with the online provider equivalent, with M.A. Mills families are invited into one of its four homes in Radcliffe on Trent, Aspley, Cotmanhay and Allenton, and to speak face-to-face with a qualified funeral professional, who will be on hand to support and guide them through the entire process. The aim is to make the experience more personal and provide the bereaved with peace of mind as they make arrangements.
While the above sum covers all costs, families do have the option to explore additional options at their request.
M.A. Mills is supporting families across the East Midlands by sharing informative content across its social media channels, including Facebook, detailing the steps involved in a direct cremation and what families can expect throughout the process.
