The words we use shape how families experience one of the most vulnerable moments of their lives. That’s why NFDA’s newest research-based guide, "When Words Matter: A Funeral Director’s Guide to Clear & Compassionate Communication," is essential reading for every funeral professional.
Available now as a free download, this groundbreaking resource is grounded in original NFDA research with more than 1,100 consumers across four generations. The findings reveal a striking gap between the language funeral professionals use every day and what families actually understand — especially when emotions are high. For example:
- More than 75% of consumers had never heard the term “direct cremation.”
- Only 16% defined “memorial service” the same way funeral professionals do.
- Younger generations reported the highest levels of confusion and the strongest preference for clear, plainspoken language.
Practical Tools You Can Use Right Away
This isn’t theory — it’s a hands-on guide designed to improve conversations at every stage of service. Inside, you’ll find:
- Side-by-side comparisons of industry terms and plain-language alternatives
- Real consumer quotes that show how words are received
- Conversation starters and roleplay scripts for staff training
- Checklists to improve websites and printed materials
- Team action plans to help implement changes over the next 90 days
Whether you’re meeting with families, training staff, reviewing your website or refining your preneed conversations, "When Words Matter" helps ensure families feel heard, understood and supported.
Why It Matters Now
Today’s families are more diverse — generationally, culturally and emotionally — than ever before. This guide helps funeral professionals meet families where they are, build trust and strengthen relationships through language that resonates.
If you haven’t downloaded it yet, now is the time. Download "When Words Matter" for free at NFDA.org/Research.
Share it with your team and start meaningful conversations that make a lasting difference.