What do families around the world have in common? What can we learn from their differences?

NFDA’s groundbreaking report, Across Borders, Across Traditions: A Global Study of Funeral Preferences, offers answers. As the first-ever global study of its kind, this research captures insights from more than 4,000 consumers across 20 countries, giving funeral professionals a broader perspective on how people experience grief, funerals and remembrance.

And the findings are powerful.

Across cultures, funerals matter. Nearly 96% of respondents said funerals are healing experiences, reinforcing what you see every day in your work. At the same time, the study highlights important shifts, from growing interest in eco-friendly options to the need for clearer guidance, as nearly half of consumers have never planned a funeral before.

It’s a reminder that while traditions may differ, the need for compassionate, informed guidance is universal.

Turn Insight Into Action

The global study is just one part of NFDA’s growing research collection designed to help you better understand and respond to today’s families.

From generational preferences and consumer expectations to business trends and communication strategies, these reports provide practical, research-backed insights you can use immediately.

If you want to:

• Communicate more clearly with families
• Adapt to changing preferences
• Strengthen your services and business decisions

NFDA’s research can help you get there.

Start Exploring

Download the global study and explore NFDA’s full research collection today at NFDA.org/Research.

Because the more you understand what families value -- here and around the world -- the better you can serve them.