Despite death being top of mind for many, less than half (45%) have openly talked about their funeral wishes with loved ones. Moving milestonesResearch from Co-op’s Planning for Death report indicates that for many, reaching a significant milestone in life can prompt thoughts about their funeral wishes and later life planning. Facing our own mortality can be hard, but it can also inspire us to talk more with our loved ones about our funeral wishes. That's why we support the Co-op's initiative to urge people to plan ahead and share their funeral wishes with their families." Additional research was undertaken with 18,493 Co-op member owners online in October 2023.
