Writing with empathy: Supporting those navigating grief

Writing with empathy: Supporting those navigating grief

In a moving episode of the Fourth Wall Content Podcast, Helen Lawson, Lead Content Designer at Co-op Funeralcare, shared her insights on creating clear and empathetic content for those dealing with grief. Drawing from personal experiences and her professional role, Helen discussed the importance of using precise language, developing actionable content principles, and conducting thoughtful user research to support people during one of life’s most challenging moments.

Helen emphasised that content for grieving audiences must provide clear, honest guidance. Many of her users are not just grieving—they are also tasked with arranging a funeral. Helen likened this to organising a wedding but under immense emotional strain and within a much shorter timeframe. The priority is to create content that is easy to understand, practical, and empathetic.

The importance of language: Avoiding euphemisms

Helen strongly advocates against using euphemisms like "passed away" or "gone" in written content, as they can lead to confusion or misunderstanding. She shared real-life examples, including instances where unclear language caused distress for children. In contrast, using terms like "died" or "death" ensures clarity and helps users process essential information without ambiguity.

While Helen acknowledges that in personal conversations, people may prefer softer language, she maintains that content designed to guide users must prioritise accuracy and transparency.

Co-op Funeralcare’s content principles

Helen outlined four principles that guide all content on the Co-op Funeralcare website:

  1. Empathetic: Demonstrates understanding and active listening.
  2. Reassuring: Helps users feel supported and confident during a daunting process.
  3. Down-to-earth: Uses plain, accessible language without jargon.
  4. Inspiring: Encourages personal touches that make funerals meaningful and memorable.

These principles are not only embedded in content but are actively shared with new team members through onboarding sessions, ensuring consistency across the organisation.

User research with grieving audiences

Helen’s team conducts sensitive user research to improve their content. For example, recent work included interviews with parents who had arranged children’s funerals. Helen stressed the importance of being upfront, giving participants control, and providing space for emotions. Many participants found the sessions cathartic, and their insights shaped the content, making it more compassionate and helpful.

Inspiring personal touches

Helen highlighted how funeral directors at Co-op Funeralcare often incorporate unique, heartfelt elements into ceremonies, from trains running around a coffin to Jack Daniels tributes. These details help families feel they’ve honoured their loved ones in personal ways, aiding the grieving process.

Helen’s work demonstrates the power of empathetic, clear, and user-focused content. By avoiding ambiguity, listening to users, and embracing humanity, her team ensures their content supports grieving audiences during one of the most difficult times in their lives.

For more insights, listen to the Helen's episode of the Fourth Wall Content Podcast.

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