AFDA Rebrands as Funerals Australia

Marking 90 Years With a Modern Identity

Honouring the Past, Embracing the Future

In 2025, the Australian Funeral Directors Association marks 90 years of service to Australian families. To reflect the changing nature of funerals and the people they serve, the organisation has rebranded as Funerals Australia.

The new name represents a broader cultural shift in how Australians approach end of life ceremonies. Families are increasingly moving away from rigid traditions and toward personalised, meaningful farewells that reflect the life, personality and values of the person who has died.

As Asha Dooley, National President of Funerals Australia and Managing Director of Grace Funerals, shared in an interview with Media Week:

“This rebrand is more than a name change. It’s about recognising the future of funerals in Australia and helping families create experiences that truly honour their loved ones.”

Why the Rebrand Matters

Research commissioned by Funerals Australia shows that today’s families value connection, storytelling and emotional support. Funerals are no longer viewed simply as ceremonies, but as important moments for reflection, remembrance and community.

Luke Gregson, Junior Vice President of Funerals Australia, echoed this sentiment in an interview with Sunshine Valley Gazette:

“Funerals today are deeply personal, but that doesn’t mean they’re simple. Families still need someone they trust to take care of the details and provide emotional support.”

The rebrand positions Funerals Australia as a guiding voice for both families and funeral professionals, acknowledging the complexity of modern funerals while championing compassion and care.

A Natural Alignment With Grace Funerals

At Grace Funerals, we have always believed that no two lives are the same, and no farewell should be either. The vision behind Funerals Australia strongly aligns with the way we support families, including:

• Personalised farewells, where music, readings, locations and rituals reflect the person being honoured
• Modern options, such as livestreaming, digital memorials and personalised keepsakes
• Sustainable choices, including green burials, biodegradable coffins and water cremation
• Professional guidance, delivered with compassion, experience and accredited expertise

A Trusted Legacy, A Fresh Identity

Funerals Australia continues the legacy of AFDA as the national peak body for funeral professionals, while placing greater emphasis on innovation, inclusivity and emotional wellbeing.

As Asha Dooley explained in her interview with Harro.com:

“We remain dedicated to setting high standards across the sector, while ensuring funerals reflect the changing ways Australians wish to say goodbye.”

Grace Funerals are proud members of Funerals Australia and support its commitment to improving standards and care for Australian families. The new identity reflects not only where the profession has come from, but where it is thoughtfully heading.