Brits want to be remembered as trustworthy, Avalon study reveals


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Trustworthiness is the number one attribute Brits want to be remembered for after they’re gone.

The majority of Brits (60%) wish to be remembered as trustworthy after they die, according to new research.

A nationwide poll revealed Brits place trustworthiness as the most important thing to be remembered for, more so than kindness (58%), being a good parent (45%) – and even intelligence (42%).

Researchers from Avalon Funeral Plans asked almost 2,000 Britons how they would like to be remembered and what they envisage their funeral to be like.

One in 10 admitted they wish to be remembered as good-looking, while 6% would want to be thought of as sophisticated.

According to the survey, more than half of Brits wish to be cremated, while one in five prefer the idea of a burial.

A more hopeful 3% said they wanted to be cryogenically frozen – so they could be brought back to life when technology is advanced enough.

The research was commissioned by Avalon Funeral Plans, a leading funeral plan provider in the UK and across Europe.

“Death is something that happens to everyone,” said Avalon’s Commercial Director “If people do not plan for it there’s a real danger of leaving loved ones struggling to deal with finances, even borrowing money at high interest rates, at one of the most distressing times of their lives.

“It’s not just about money though, as it’s also hugely healing for families to know that they are giving someone the send-off they wanted.”

When it comes to the finer details of their funeral, 40% said they know exactly what music they want played at their send off. While 61% want their funeral to be a celebration with lots of laughter, a more sentimental 9% want their service to be a tearful and emotional affair.

But many Brits (39%) want their loved ones to wear colourful clothing to their send-off, while 30% think it more appropriate for guests to dress in more traditional black attire – and an off-the-wall 3% said they wanted people to turn up in fancy dress.

As for the venue for the wake, a quarter of Brits dream of everyone retiring to their local pub to raise a glass to the dearly departed. 4% want guests to enjoy a slap-up curry, while 7% want mourners to enjoy fish and chips.

And just under half of people surveys (47%) want their funeral to be a big party, such as a celebration of life.

As for who’s not invited, one out of 10 said they don’t want their ex-partner at their funeral and 8% don’t want their brother to attend. 6% said they didn’t want their boss to be at their funeral.

According to the data, Robbie Williams anthem Angels is the funeral song most Brits want played, followed by Always Look on the Bright side of Life by Eric Idol and Monty Python. The late Eva Cassidy’s haunting rendition of Over the Rainbow came third and Queen’s Don’t Stop Me Now and Chasing Cars by Snow Patrol came fourth and fifth.

The survey also revealed one in five people have discussed what they want at their funeral with their partner, while 6% have discussed it with their grown-up children. And 69% of Brits think it is sensible to talk about funeral plans with family members before they die, while 80% of Brits would like to take care of the cost of their funeral before they die.

Planning ahead and talking to your family about your wishes is essential. An Avalon Funeral Plan lets you make important decisions about your funeral and secure the cost of funeral director fees in advance. Find out more about funeral plans online, or call us on 0800 014 9112.


About the author

With a Masters from the University of Bristol, Jessica Hanson has worked in the funeral sector for several years, following the latest industry trends and writing about end of life planning. Jessica has previously written as a blogger for the Huffington Post, covering topics such as death positivity, understanding grief and how funerals are changing. You can find Jessica on LinkedIn and Twitter.