A Nottingham funeral director has said there is growing consumer confusion about terms used to describe the most basic and simple funerals, with more and more customers requesting ‘cheap direct cremations’ without understanding what a direct cremation is.
M.A. Mills has said Nottinghamshire residents looking at various funeral director websites for comparisons are faced with several different terms to describe what is essentially the same service. These include:
- Simple cremation
- Direct cremation
- Unattended cremation
- Pure cremation
Market share for this type of basic, affordable funeral has risen from around 3% in 2019 to almost 20% now, and the popularity of this funeral choice has been a result of an ongoing cost of living crisis and the powerful message from big online providers that direct cremations are ‘fuss free’ and can offer the most economical option when planning a funeral.
Julia Carty, General Manager at M.A. Mills, said: “The popularity of people choosing a direct cremation either in their moment of need when a loved one has passed away, or as a pre-paid plan, following the pandemic has risen significantly. However, what we are seeing is that there is considerable confusion across the region as to what exactly this choice entails, with many wrongly believing it is an attended cremation service – which means that guests can physically attend the cremation.
“We often have people walk through our doors thinking they want to book a direct cremation but then once we discuss what the option actually entails – that it means they or their loved one will be cremated without any family or friends present, with no service or event at the crematorium on the day – they realise it isn’t necessarily for them. Unlike online providers, using a local funeral director like us means we can add personalised options.
“On the other hand, we have customers come through our door who do want and do understand what a direct cremation ultimately is, but who are unclear about the different words used to describe this service such as ‘simple’, ‘unattended’ and ‘direct’. That’s why we think using one phrase in meetings with customers, that everyone can understand, is really important.”
M.A. Mills Funeral Service, which has funeral homes in Radcliffe on Trent and Aspley, is known for its reliable service. It has seen a marked increase in people coming into its funeral homes requesting a direct cremation either as a pre-paid plan or for a relative who has passed away, but always makes sure the customer is clear about all options before proceeding with arrangements.
Julia added: “One way we are trying to tackle this as an independent funeral director is to use the terminology ‘attended’ and ‘unattended’. It makes it so much clearer for the public as to what they are signing up for. We also regularly meet with other funeral homes in the region to share best practices and discuss current issues the sector is facing.”
Below, M.A. Mills explains in Plain English the difference between a direct cremation and an attended cremation:
What is direct cremation (unattended cremation)?
A direct cremation is the most basic and simple option for funerals and funeral plans. It does not resemble a traditional concept of a funeral, with no service or set cremation date. It involves the deceased person being collected, and looked after with respect, dignity and care until the day of cremation, and then they are cremated. Then the ashes are returned to the family.
What is an attended cremation?
This is a funeral where family and friends have a ceremony, event or service for the deceased person at the same time as they attend the actual cremation.
M.A. Mills said it is increasingly spending more time explaining what a direct cremation is to families and it is now on a mission to explain, debunk and reassure people across Nottinghamshire.
Julia said: “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.
“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.”
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. It continues to support families across the East Midlands by sharing informative content on its social media channels, including Facebook, detailing the steps involved in a direct cremation and what families can expect throughout the process.
