It's time for a marketing makeover, Australian Funeral Directors Association

The Australian Funeral Directors Association (AFDA) will rebrand as Funerals Australia in 2025, coinciding with its 90th anniversary.

The new identity is designed to reflect changing consumer expectations, with funerals increasingly shaped by personalisation and celebration rather than traditional rituals.

“This rebrand is more than a name change, it’s about recognising the future of funerals in Australia,” said Asha Dooley, National President of Funerals Australia.

“Australians are seeking more personalised and meaningful ways to honour loved ones and Funerals Australia is here to help families and funeral professionals create those experiences.”

Research commissioned by AFDA shows Australians now prioritise unique and social elements of farewells over formality.

Funerals Australia will continue AFDA’s role as the peak national body for funeral professionals while adopting a broader positioning that reflects modern approaches to commemorating life.

Dooley added: “For 90 years, we have been trusted to guide Australians through loss with care and professionalism.

"As Funerals Australia, we remain dedicated to setting high standards across the sector, while ensuring funerals reflect the changing ways Australians wish to say goodbye."

The rebrand coincides with AFDA’s 90th anniversary in 2025, symbolising both a proud legacy and an exciting new chapter.

Keep on top of the most important media, marketing, and agency news each day with the Mediaweek Morning Report – delivered for free every morning to your inbox.