Words matter

This week marks Dying Matters Awareness Week, an annual event aimed at encouraging all communities to get talking about dying in whatever way, shape or form works for them. This year, the focus is "how we talk about dying matters" – a topic that resonates deeply with myself and the team at Central Co-op. It prompts us to examine the language we use and the conversations we have surrounding death and dying.

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At Central Co-op, we hold a fundamental belief: words matter.

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We're dedicated to redefining the language often used in the funeral industry, ensuring that every word spoken holds dignity and worth for the families we serve. In a world where discussions about death are often met with discomfort or avoidance, the significance of language in shaping the experiences of grief, remembrance and ultimately, healing, cannot be overstated.

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In our funeral business, where empathy and sensitivity are at the heart of what we do, the language we use massively influences the grieving process. It's about more than sentiment; it's about honouring the individuals we serve and preserving their dignity throughout.

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Common industry terms like “deceased”, “removal” and “viewing” are often used without considering their potential impact. At Central Co-op, we recognise that such terms actually risk depersonalising the individuals at the heart of our business – those in our care and their loved ones.

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To provide the level of care that every person deserves, we've updated our language guidelines to focus on openness, inclusivity and care. Our guidelines are designed to ensure that our language, whether in written communications or verbal interactions, reflects these principles right across our 175 funeral homes. While we respect our clients' preferences, we've developed a simple set of guidelines rooted in being open, inclusive and caring.

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Openness is foundational to our approach. We understand that many individuals who come to us have never arranged a funeral before. Therefore, it's crucial for us to provide clear, transparent information using easily understandable language. For example, we avoid terminology like “hygienic treatment” in favour of explaining embalming in straightforward terms, in as much detail as the family are comfortable with. We’ll also say “dead” and “died” instead of “lost” or “passed away”, as we know the grieving process is helped by using clear and factual language, which can empower families to navigate the funeral process with confidence and clarity.?

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Inclusivity is paramount in honouring the diversity of beliefs and preferences within our community. We embrace inclusive language that allows individuals to make choices aligned with their values. By using terms like “visiting rooms” instead of “chapels of rest”, we remove religious connotations and create a comfortable and respectful environment for all. We’re also committed to removing stigmas surrounding sensitive topics such as suicide, opting for “died by suicide” instead of implying a crime with “committed suicide”.

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And above all, our language reflects our unwavering commitment to care. We recognise the humanity of every individual in our care, ensuring that they are referred to by name wherever we know it, or the “person who's died” if we don’t. Even routine terms like “removal” have been reimagined as “collection” or “bringing [name] into our care”, to convey the gentle and respectful nature of our work.

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I truly believe that by rethinking the language we use day-to-day, we can support the personalised care that every individual deserves. As we observe Dying Matters Awareness Week, I’d like to encourage my peers in the industry to reflect on the profound impact of language and commit to fostering a culture of compassionate communication.

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Every word spoken should be a testament to the dignity and worth of every individual we serve. In the realm of funeral services, the impact of language and communication cannot be overstated. When families are dealing with the death of a loved one, the words spoken by funeral homes carry immense weight. Clear, compassionate communication can provide comfort and guidance during a time of profound vulnerability, while insensitive or outdated language may inadvertently deepen the pain of grief.

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It is crucial for the funeral industry as a whole to remain up-to-date and mindful of the terminology we use, recognising that language evolves alongside societal norms and cultural sensitivities. By staying attuned to shifting perspectives and engaging in ongoing education and training, funeral professionals can ensure that their language is always respectful, inclusive, and empathetic.

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Through thoughtful communication, funeral homes can create a supportive environment where families feel heard, understood, and honoured as they navigate the complexities of grief. Our journey towards evolving language is not just about modernising our homes or our industry; it's about fostering a culture of empathy and understanding.

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By rethinking the words we use every day, we are not only enhancing the funeral experience for the families we serve, but also playing a vital role in the journey of grief and healing.

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This Dying Matters Awareness Week, lets observe the language we use and the impact it holds in shaping the experiences of those in our care. Each colleague in our homes and at our Support Centre is committed to fostering a culture of compassionate communication - one where every word spoken is a testament to the dignity and worth of every individual we serve.