Focusing on the future

Over time, the NAFD has expanded its vision to include more proactive action in support of bereaved people too.

The sector remains in the middle of a period of significant change, following extensive scrutiny from policy makers and the media, the introduction of regulation, a pandemic and a significant evolution of consumer expectations of funeral services.

Change is set to be a continuing theme in the years ahead, both for funeral firms and for the NAFD too, as it seeks to influence outcomes in support of members and evolve to match their needs at a challenging time.

However, the reputation of the NAFD has developed significantly in the last three years and this has put it in a much stronger position to be able to play the leadership role needed of the Association at this critical time.

The Association has built vital partnerships across the end of life, bereavement and funerals sector to enable productive joint working; it has reshaped the NAFD suite of qualifications for the modern era; it has a higher media profile and strong relationships with key media; a broader range of political contacts and, through the pandemic, it has built close working relationships with key Government departments – earning the reputation of being a trusted advisor.

It is now essential that the NAFD builds on these strengths and takes bold and decisive action to secure a vibrant future for its members.

Our Five-Year strategy, called Focusing on the Future, sets out bold and innovative plans for the Association to ensure it is well-equipped to support members through the myriad of issues facing the profession.

Launched after extensive consultation with members and external stakeholders, Focusing on the Future is based around the principle that it is far better for the NAFD to proactively shape the future of the funerals sector, than to simply wait to be subject to it. As former US President and founding father Abraham Lincoln said: “The most reliable way to predict the future, is to create it”.