UNITED STATES — As cultural conversations surrounding mortality slowly shift, a new study reveals that while Americans are increasingly open to discussing death, a significant financial gap remains when it comes to planning ahead.
According to the latest annual Funeral Preferences Survey released by Choice Mutual, only 36% of Americans have a life insurance or final expense policy in place to cover their own funeral and burial costs. With average traditional funerals approaching $10,000 and cremations averaging nearly $7,000, many families still lack concrete funding plans. While about a quarter of Americans rely on personal savings, nearly 1 in 5 admit they simply expect their family to “figure it out” when the time comes.
Growing “Death Positivity” and Openness
Despite the uncomfortable nature of mortality, the 2026 data highlights a growing comfort in addressing end-of-life topics:
Nearly 3 in 5 Americans (57%) believe society is becoming more comfortable talking about death and end-of-life preferences. Furthermore, 50% of respondents feel more comfortable having these conversations than they did in recent years.
Older demographics generally report higher comfort levels regarding their own mortality, with Gen X leading the way at 43% feeling comfortable discussing their own death.
One in three Americans has had a serious conversation with someone about their personal funeral preferences or organ donation wishes.
Burial Preferences and Alternative Options
When considering final resting places, cremation continues to dominate preference polls. In 2026, 48% of Americans prefer to be cremated—the highest percentage recorded in the history of the study. Among those choosing cremation, scattering ashes in a meaningful place is the top choice, followed by turning them into a tree or memorial planting. Traditional burials came in second at 24%, with natural green burials taking 13%.
Financial and environmental factors heavily influence these choices:
- Cost Matters: 83% of Americans say a lower overall cost would influence them to choose an alternative burial.
- Environmental Impact: 68% of people consider environmental impact important when deciding how to be memorialized, and 73% would opt for an alternative burial for its ecological benefits.
- Eco-Friendly Innovations: When presented with modern options, 21% favored human composting (natural organic reduction), 20% preferred green burials, and 18% chose tree pod burials. Meanwhile, niche preferences like space burials appeal most strongly to Gen Z (8%) and men (9%).
Digital Time Capsules and “Grief Tech”
The survey also explored how technology intersects with modern mourning and remembrance.
A notable 58% of Americans want their loved ones to create a “digital time capsule” featuring photos, videos, and messages to be opened after their death.
72% of respondents emphasize that it is important for future generations to easily access and learn about the lives and memories of those who have passed away.
Opinions on advanced “grief tech” remain mixed. While 79% of Americans find modern grief technology tools “creepy,” specific tools find moderate acceptance—such as virtual reality experiences recreating shared memories (favored by nearly 1 in 4) and hologram projections for memorial services (20%).
Research Credit
This data and accompanying insights are part of the 2026 original research conducted by Choice Mutual. Full details, methodology, and ongoing tracking trends can be found in the complete study at Choice Mutual Funeral Preferences 2026.
