I have bought a Pure Cremation policy and have paid up front so that my next of kin has less to worry about.
But, I have a big issue with the adverts. Even in their more gender neutral adverts, there is always a little girl, on which the camera always zooms in; it is on at least two of the adverts. Where are the little boys? nowhere to be seen, what a surprise.
I am very big on genuine gender equality but not the quasi equality that is heavily bent towards the female gender.
If there had been an alternative to Pure Cremation, I would have taken it, even if more expensive. Someone has to make a stand, even if most of the population could not care a damn because they are shallow and only think about themselves