Meet the funeral boss who's aiming to increase awareness of funeral language

John Ashe, Managing Director of Jennifer Ashe & Son Funeral Directors, is on a mission to get us all chatting more about funeral language and understanding funeral terminology better - trying to shake off the awkwardness around the topic of death and funerals.

Based in the West Midlands, John and his team have seen up close that many of us don’t really know the ins and outs when it comes to saying goodbye to our loved ones.

John shares: “Talking about death and funerals feels like a big no-no for many families. We’ve seen plenty of cases where families come to us after losing someone, and they’re kind of in the dark about what the person wanted or even what options they have, like what direct cremation actually means.

“This makes the process of arranging a funeral that bit harder to navigate, as we go through our various options and find that some of our customers are not aware of what is available to them and others are unsure of what is required.”

For many, it is a case that it is the first funeral they have had to arrange, while others find that the definitions of certain words and terms used commonly have changed since they last encountered them.

As John touched on, the definition of direct cremations has altered: the term now standing for going straight to the crematorium without a service or ceremony, which can be confusing for the public.

John believes educating people on funeral options and what they want is key. This much is clear to see from a recent survey, which found that 41% of those asked did not know what a direct cremation was – despite it being the fastest growing type of funeral in the UK*.

For John, the solution is simple: “Talk to your families, understand what your loved ones want and then you will feel more prepared if you need to visit a funeral director – and our door is always open if you want to have an open and honest discussion with us.

“We offer very much an open-door policy and are always on hand for a cup of tea and a chat when it comes to funeral arrangements.”

Jennifer Ashe & Son are all about keeping their doors open for these conversations. They’ve even put together a handy list of terms to help clear up any confusion:

• Direct Cremation: A low-cost, no-fuss option without a service for mourners.
• Simple Cremation: Adds a few more options, like a hearse and a celebrant for the ceremony.
• Traditional Cremation: Includes everything in a simple cremation, plus a few extras for a fuller service.
• Unattended Burial: Your loved one is taken care of by the funeral director, but there’s no service you can attend.
• Simple Burial: Offers a proper send-off with a ceremony led by a funeral director.
• Traditional Burial: Like a simple burial, but with added touches like a limousine for the family.

Jennifer Ashe & Son Funeral Directors is an award-winning, family-run funeral directors, established in 2016. They specialise in providing a supportive and caring service for families across the West Midlands and Staffordshire during the difficult times of bereavement.

*2024 Funeral Choice Survey