In an inner-city suburb teeming with cafes, I can’t deny this one in particular had me intrigued: “Let’s get together, drink tea, eat cake and discuss death!” The ad was for a death cafe, an ever-increasing number of pop-up events created for people to come together to discuss The End (and everything that comes with it). The prevalence of such occasions isn’t the only change we’re witnessing in the death-and-dying industry. We’re attending coffin clubs to DIY our own creations, and enrolling in end-of-life doula training in large numbers (National End-of-Life Doula Alliance membership grew from 260 in 2019 to 1545 in January 2024).
Meanwhile, cemeteries are being transformed into spaces where visitors can grab a coffee or enjoy a picnic. Interestingly, data shows that it’s women, now entering the industry in significant numbers, leading the change. We speak with three doing exactly that.
Nicole Grundy, end-of-life doula As a death doula, Nicole Grundy provides support during the final stages of life. “There are many ways to describe what I do; some call me a death doula, others refer to me as an end-of-life consultant, a death walker, death midwife or a death guide. I prefer doula because it means ‘to serve’ in modern Greek.
But unlike traditional doulas, who usher in new life, I’m at the other end of our journey, helping people to depart this world with love and compassion. I wouldn’t say I was always curious about the industry; I’m a Gen Xer, so .