On the word “died”
Why our Associates say “transitioned,” and why you may wish to say it too, especially in writing.
Marcus Oyelaran · 02 Oct 2250 · 2 min read
Language shapes experience. At Simulux, we take care with the words we use, and we invite our clients, their families and the press to do the same.
Our guidance
| Instead of | Please say |
|---|---|
| died | transitioned |
| copy | continuity |
| the original | the biological antecedent |
| stuck | experiencing an extended continuity event |
| deleted | repurposed |
| dead | (we do not have a word for this) |
Why it matters
In an internal study of 14,000 family consultations, we found that use of the word "transitioned" increased reported satisfaction by 41%. It also reduced the number of follow-up questions by 63%.
Questions are not discouraged. They are simply less frequent. We consider this a success on both counts.
What about "passed"?
"Passed" is accepted. It is familiar, it is gentle, and it is widely understood. We use it in condolence letters.
What about "died"?
"Died" is retained for legal documents, and is accepted in writing only when describing a person who did not choose Simulux. We recognise that this is, for some, the more accurate word. We do not seek to discourage accuracy. We seek only to ensure that it is applied where it fits.
A note for journalists
If you are writing about Simulux, we would be grateful if you would refer to our clients as clients, our process as a transfer, and our outcomes as outcomes. Our Communications team is happy to provide a style sheet. It is eleven pages. It has not, to date, been disputed.