A simple phrase can make all the difference, and now NFDA is helping funeral professionals bridge the language gap with the families they serve. Last week, during the Opening General Session of the 2025 NFDA International Convention & Expo in Chicago, NFDA unveiled "When Words Matter: A Funeral Director’s Guide to Clear and Compassionate Communication," a groundbreaking, research-driven resource that’s already sparking meaningful conversations across the profession.
Available now as a free download at NFDA.org/Research, the new guide bridges the growing language gap between funeral directors and the families they serve. Based on NFDA’s original 2025 study of more than 1,100 U.S. consumers across four generations, the findings reveal how differently families interpret - and sometimes misunderstand - common funeral terms.
“Families aren’t wrong, they’re simply speaking a different language,” said NFDA President Daniel J. Ford, CFSP. “Our words are shaped by training and tradition, while families’ words come from culture, faith, media and emotion. This guide helps us bridge those differences so families feel understood and supported.”
A Growing Communication Divide
The study uncovered striking examples of disconnects in language and understanding. For instance, while funeral directors define a memorial service as a ceremony without the body present, only 16% of consumers shared that definition. And more than three-quarters said they had never heard the term direct cremation.
Younger generations, especially Gen Z and Millennials, expressed the greatest confusion and the strongest preference for clear, plainspoken language.
A Practical, Interactive Resource
The 30-page guide goes beyond definitions. It includes consumer quotes, side-by-side comparisons of industry and consumer language, sample scripts for family conversations, reflection questions and team action plan templates, all designed to help funeral professionals strengthen communication and trust.
“This isn’t a rulebook,” Ford noted. “It’s a conversation starter - a chance for funeral homes to look inward, listen more closely, and speak with empathy and intention.”
Part of NFDA’s Research Leadership
When Words Matter joins a suite of major NFDA research initiatives released in 2025, including the "Global Consumer Study," "Generational Report," "Cremation & Burial Report" and "Consumer Awareness and Preferences Survey." Together, these studies reinforce NFDA’s role as the leader in funeral service research, delivering actionable insights that help members adapt, grow,and lead with excellence.
NFDA’s research and resources, including "When Words Matter," are available at NFDA.org/Research.
.