So in order to deal with my own fears of mortality I do what most of us do: try to avoid thinking about death altogether. But unfortunately, dying is inevitable. And after losing someone close to me, I had to confront not only the grief, but also the commerce that surrounds death. From life insurance to funeral directors, cancelling accounts and the long process of probate, the admin around death can be all consuming.

As I interacted with countless brands that promised “we’re here for you”, while doing very little to prove how, it became glaringly obvious how disconnected the category surrounding death feels. 

During a time that is deeply vulnerable and individualised, brands in this category feel intentionally impersonal—fulfilling an expected archetype that is smooth and inoffensive, and offers safety at arm’s length. Often, this means avoiding mention of death itself, and using language such as ‘meaningful farewells’, ‘a long goodbye’ and ‘life’s heaviest moment’ instead.

Given that dying is the only guarantee in life, you’d expect us to have found a more open way of talking about it. But the reality is that we are woefully unprepared for the end of life—in fact, 52% of Australians on average are dying without having made a will (Willed), and only 36% are registered as organ and tissue donors, even though the majority of us support donations (DonateLife Australia).

But even the end-of-life category itself struggles to address the complex reality of death and the intensity of grief. Across the board, you’ll find messages offering ‘strength’, ‘compassion’ and ‘support’, coupled with images of loved ones hugging or footprints fading in the sand. Most brands position themselves as sympathetic, beige, maternal and traditional.