An 11-foot-tall elephant installation has appeared in London, strategically placed in front of Tower Bridge to prompt a national conversation about death, dying, and bereavement. This eye-catching artwork is part of Co-op Funeralcare’s effort to address what many consider the “elephant in the room” – the often avoided topic of mortality.
The installation is the latest initiative by Co-op Funeralcare, which is relaunching its comprehensive survey into attitudes towards death and bereavement. The survey, first introduced in 2018, has already engaged over 45,000 UK adults and aims to uncover the barriers that prevent open discussions about these crucial subjects.
According to preliminary research commissioned by Co-op, 32 million people in the UK, or 58%, view death as the ultimate “elephant in the room.” This phrase highlights the discomfort and avoidance surrounding discussions of death. Despite this, the survey reveals a significant desire for change: over half (56%) of respondents believe that more open conversations about death and dying would encourage them to discuss their own funeral wishes with loved ones.
Gill Stewart, Managing Director at Co-op Funeralcare, emphasised the importance of normalising these conversations. “Talking about death is one of the hardest things to do, but it’s crucial for planning and easing the burden on loved ones. The elephant installation aims to make a memorable impact and spark conversations that can lead to better preparation and understanding.”
The survey highlights a stark contrast in the public’s willingness to address death compared to other challenging topics. Despite 30 million UK adults (54%) having experienced the loss of a loved one in the past five years, many still find it difficult to discuss. The research found that 27% would rather avoid talking about death entirely, with this preference surpassing avoidance of discussions on money troubles (25%), religion (17%), and politics (13%). Two-thirds of respondents cited not wanting to think about the death of loved ones or to upset others as reasons for their reluctance to engage in such conversations.
Cruse Bereavement Support, the UK’s leading charity for those dealing with grief, is partnering with Co-op in this initiative. Lucy Harmer, Chief Executive at Cruse, underscored the importance of accessible support and information for those grieving. “This research shows that while many people acknowledge the need for open discussions about death and bereavement, the barriers to doing so are still significant. This campaign by Co-op is a crucial step in encouraging people to talk openly about their grief and end-of-life wishes.”
The campaign also features input from Kelsey Parker, a bereavement campaigner and widow of Tom Parker. Parker, who has personal experience with loss, urged the public to use the campaign as an opportunity to discuss their funeral wishes openly. “Planning a funeral while grieving is incredibly challenging. My advice is to have these difficult conversations early so that your loved ones aren’t left to navigate these decisions during a time of deep emotional strain.”
In addition, Rt Hon Carolyn Harris MP, who has previously campaigned for the introduction of the Children’s Funeral Fund, supported the initiative. “This research highlights the ongoing challenges in addressing death and grief. By breaking down these barriers and encouraging open conversations, we can make the grieving process easier and more manageable.”
The installation, featuring an oversized elephant in a living room setting, serves as a visual metaphor for the conversation that many find difficult to broach. By encouraging engagement with the survey, Co-op Funeralcare aims to create a space where discussions about death can occur more naturally and less burdenedly.
The findings from this survey will contribute to a broader understanding of public attitudes towards death and dying and help shape future initiatives to support individuals through bereavement. With the elephant installation drawing significant attention, Co-op Funeralcare hopes to foster a culture where discussing end-of-life matters is no longer a daunting task but a necessary part of planning and support.
The survey remains open for participation, inviting people from all walks of life to share their perspectives on how best to address and prepare for these important life events.
