The Luton-based family business has continued to see a rise in requests for sustainable funeral options amid wider shift in consumer values. The long-established funeral business has reported an increase in demand for environmentally conscious funerals, reflecting a wider trend across the UK as families seek greener, more personal ways to say goodbye.
Neville Funerals, part of the Neville Trust Group and serving communities across Bedfordshire, Hertfordshire and Buckinghamshire for over 150 years, has seen a year-on-year rise in enquiries for natural burials, biodegradable coffins, and woodland memorials.
The rise comes amid growing national awareness of sustainability – and aligns with findings from the SunLife’s 2025 Cost of Dying Report, which found that 18% of people now consider environmental impact when planning a funeral, and over a third (34%) of funeral directors have reported a rise in demand for eco-friendly funeral options, including natural burials, biodegradable coffins and greener alternatives to cremation.
“We’ve seen a noticeable change in the kinds of questions families are asking,” says Matthew Mew, Area Business Manager at Neville Funerals. “There’s a growing desire for funerals that feel more aligned with personal values and environmental concerns.”
Green funerals, also referred to as natural burials, typically take place in meadowland or woodland settings. Graves are marked with natural features such as trees or wooden markers, rather than headstones. Coffins are made from biodegradable materials such as willow, seagrass, lamb’s wool, or sustainable wood, and embalming is avoided to protect the surrounding ecosystem.
“These services allow families to create something meaningful, while also honouring the environment,” Matthew explains. “Every element – from the choice of materials to the location – is designed to reduce environmental impact and preserve natural spaces.”
While some families choose a simple graveside service, others combine traditional elements with more contemporary, personalised touches – including biodegradable floral tributes, natural shrouds, or memorial benches placed nearby.
The move towards greener funerals comes as part of a wider cultural shift in how people approach death and memorialisation. The 2025 SunLife Cost of Dying Report revealed that:
74% of funeral directors say they’ve seen noticeable changes in the services they organise,
31% of ashes are now scattered in gardens of remembrance or natural settings, and 7% of funerals now feature non-traditional attire such as colourful clothes, further reflecting a desire for more personalised, reflective services.
“The funeral profession is evolving,” Matthew says. “Families are seeking more transparency, more choice, and more alignment with their values – whether that’s sustainability, simplicity or a more personalised approach.”
Neville Funerals operates 9 branches across the region, including Luton, Bedford, Hitchin, Stopsley, Dunstable and Hemel Hempstead, and remains one of the longest-serving independent funeral providers in the area. It also offers free bereavement support to anyone affected by loss, as part of its wider community commitment.
While green funerals may not yet be the majority, Neville Funerals believes they will continue to grow in popularity – particularly as more people plan ahead and take time to consider the kind of legacy they want to leave behind.
“Ultimately, our role is to help people make informed, thoughtful decisions at a time when it matters most,” Matthew adds. “That includes providing environmentally responsible options, delivered with the same care, compassion and professionalism we’ve been known for over the past century.”