The depressing rise of ‘direct cremations’
Twenty per cent of last year’s funerals in Britain were direct cremations – up from 14 per cent in 2020. Numbers are continuing to rise, fast, for this most affordable, clinical form of body disposal: cremations with no ceremony and no attendees. Daytime advertising campaigns put out by corporate firms such as Pure Cremation promote the peace of mind of sprightly 75-year-olds at their laptops, or in their conservatories with mugs of tea, who have just pre-paid for the direct cremation package. In the adverts they gush about the future family knees-up, with cupcakes and balloons, that their relatives will splash out on with the money saved by not paying
