John Adams

John Adams is a visionary leader in the funeral industry and a tireless advocate for societal change. As a fourth-generation funeral director and past president of the National Association of Funeral Directors, John has set new standards of professionalism, compassion and understanding around bereavement education. His groundbreaking work includes spearheading a national movement to incorporate education on death, dying and bereavement into the UK curriculum, leading to a significant shift in public perception and policy. John’s efforts have been widely recognised, including honours at the Armed Forces Veterans Awards and the Mayor’s Civic Award. He has also authored the influential book “Don’t Tell the Children,” which addresses the delicate subject of grief with empathy and insight. Beyond his literary contributions, John mentors future funeral professionals and supports bereaved families through his roles with Child Bereavement UK and The Good Grief Trust. Driven by the personal loss of his mother at a young age, John’s mission is to foster a more compassionate society. His influence reaches from local communities to international platforms, making him a true leader of change.