“Death happens in its own time. Talking about death doesn’t bring it on, and not talking about it certainly doesn’t prevent it.” —Dr Sarah Kerr, The Centre for Sacred Deathcare

We all recognise the importance of planning for end-of-life, but the reality is that most of us will choose to delay or ignore it. Unfortunately, this also means that our loved ones will often need to make critical decisions on our behalf, without guidance. If we want to be prepared, for our own sake and for our loved ones’, then we need to be willing to accept and discuss death, long before we die. And who better to facilitate this than brands within the end-of-life category.

One of the few examples of brands looking to start a conversation is Australian-based scale-up Willed — a platform that helps people of all ages plan for end-of-life in an accessible, affordable and compassionate way.