By Isabel Knight
I will be at the 2026 Funeral Directors Convention and Expo, delivering a seminar titled “Integrating Death Doulas into Funeral Service: Law, Ethics and Practice in New Jersey.”
This seminar will take attendees through a journey mapping exercise to see how death doulas can help bridge the gap between those who provide support before someone dies and the funeral directors who support after death.
The deathcare ecosystem is changing rapidly. Funeral service is experiencing an unprecedented staffing shift. The National Funeral Directors Association reports that by 2028, 60 percent of current funeral directors plan to retire, and funeral homes are looking for ways to compensate for this turnover.
At the same time, interest in becoming a death doula has skyrocketed in recent years, with celebrities such as actress Nicole Kidman and Chloe Zhao, the director of Hamnet, announcing their decision to become a death doula and TV shows such as The Pitt depicting death doulas as well.
Along with this explosion in media coverage, the last three years have seen significant movement on the legal front.
You may have been following the recent cases in California and Indiana where Akhila Murphy, Donna Peizer, and Lauren Richwine respectively won their cases after their local mortuary boards sued them for discussing end-of-life plans, saying this constituted practicing funeral directing without a license.
What’s the ROI for Attending?
Now that this precedent has been set, the New Jersey State Funeral Directors Association is in the process of deciding how to engage with these trends, and they have decided to explore the “doula moment” as NJSFDA Executive Director and CEO George R. Kelder Jr., CFSP, wrote in his May 2026 column in The FORUM.
This session will give you insight into specific ways funeral homes can consider incorporating death doulas into their practice by walking through the funeral service journey map and highlighting customer touchpoints that could be aided by having a death doula present.
A Real-Life Example of Value
One key scenario where death doulas have been utilized more than average is with Medical Aid in Dying cases, particularly because educational groups such as the Academy for Aid-in-Dying Medicine have been prioritizing death doula education. In New Jersey, MAiD has been legal for seven years, and many doulas have created a subspecialty around assisting these clients. In these cases, a funeral home can be notified and scheduled ahead of time if desired.
On the other side of the spectrum, families often call death doulas in cases of sudden or traumatic deaths. In these cases, doulas can act as a trusted source of information when discussing the need for a funeral home when their clients are experiencing immense grief and are overwhelmed.
For the full spectrum of cases in between these two extremes, there continues to be a gap between what funeral professionals perceive customers to understand about their services and what customers report that they understand.
Funeral service research companies like Foresight find that 40 percent of consumers say they don’t know enough about funeral products and services to make an informed decision, and 77 percent of funeral providers say they offer education around their service offerings while only 32 percent of customers say they receive any education.
Clearly there is a customer education problem, and this is a huge area that death doulas are eager to fill and, in many cases, are already filling.
Among some funeral directors, there has been a perception that death doulas want to steer their clients towards the cheapest funeral options such as direct cremations. But funeral homes that show an interest in working openly with death doulas will find that death doulas are not a monolith.
While there is certainly overlap between death doulas and funeral consumer advocates, they may find that the death doulas most interested in working full-time in the field are likely far more interested in de-commodifying death and explaining the value of the labor performed by funeral directors and their staff. This mirrors the doulas’ own interest in providing value to the public by performing deep emotional labor and bringing care and sacredness to end of life.
Isabel Knight is a death doula who through The Death Designer assists individuals in navigating the complexities of death care. Her seminar, Integrating Death Doulas into Funeral Service: Law, Ethics and Practice in New Jersey, will be held from 2:45 p.m. to 3:45 p.m. Wednesday, September 16 and from 4:15 p.m. to 5:15 p.m. on Thursday, September 17, 2026 at the Hard Rock Hotel & Casino Atlantic City. Registration for the event is now open. Use code FD26 to save 5 percent on your registration.