The words you use every day may not mean what families think they mean.

What does a family mean when they ask for a “memorial service?” What do they picture when they hear “celebration of life?” How do younger generations view viewing, cremation, religion, personalization and even the word funeral itself?

NFDA’s first-of-its-kind research report, When Words Matter: A Funeral Director’s Guide to Clear & Compassionate Communication, explores how more than 1,100 consumers across four generations talk about funerals, interpret common funeral terminology and make decisions during one of life’s most emotional moments. The findings reveal something many funeral professionals suspect but rarely have data to prove: families and funeral directors are not always speaking the same language.

This free guide goes beyond research findings. You’ll discover practical conversation starters, language suggestions, generational insights, real consumer quotes, reflection exercises and actionable tools designed to help you communicate more clearly, build trust faster and create more meaningful experiences for the families you serve. The report also includes a practical 90-day action plan to help funeral homes implement these insights with their teams.

If you want stronger arrangement conferences, clearer communication and more confident families, start with the words you use.

Click here to download your free copy of When Words Matter today.