A national research study on unaddressed grief, unspoken needs, and the urgent call for honest conversations.

Why Grief Can No Longer Be Ignored 

Google search trends for “grief support,” “how to help someone grieving,” and “complicated grief” have surged in recent years, highlighting a collective realization: we don’t know how to talk about grief, and it hurts us. 

As mental health conversations become more normalized, and as we rely more on digital communication, workplaces, social media, and healthcare systems alike are being forced to confront the silent crisis, so many have been living with unresolved grief. What once was tucked away as a “personal issue” is now being understood as a national health priority. 

Our national study reveals something powerful: grief is not just emotional—it's educational. When people are seen in their grief, supported in their sorrow, and spoken to with empathy rather than judgment, healing becomes possible. But when grief is ignored or mislabeled, it festers beneath the surface and often spills into other areas of life—mental health, productivity, relationships, even physical wellness. 

Whether we like it or not, the data confirms that grief is not a moment. It’s a cultural reality. And the longer we wait to address it, the greater the cost. 

Grief literacy isn’t about wallowing—it’s about equipping. This study points to a vital truth: when we give grief a voice, we give people their life back. Silence feeds shame. Conversation builds connection. And connection is where healing begins. 

Key Finding #1

Grief Doesn't

End-It Endures

Culturally, we often treat grief as a temporary phase—something that naturally fades with time. But the data tells a very different story. According to our national study, grief is not something that simply goes away. In fact, it continues to shape people’s daily lives long after the loss itself. Americans who experienced a major loss more than five years ago overwhelmingly report that the pain still impacts them today. Nearly half say they still carry that grief every single day. 

This finding has major implications for how we structure support in the workplace, faith communities, and families. When grief is treated as a short-term issue, grievers are often left behind once the initial sympathy ends. But if grief endures, our support systems must endure too. It’s time to shift how we respond—from temporary condolences to ongoing care. 

Stat:

99% of grieving Americans say the grief, loss, or tragedy they experienced more than five years ago continues to affect them today.

Key Insight

Grief doesn’t fade on schedule. It’s still felt every day by millions who lost someone years ago. 

Key Finding #2

Grievers Hide Their Pain 

Grief isn’t just silent. It’s often silenced. Our study found that most grieving Americans are hiding their sadness, not because they want to, but because they’re afraid of how others will respond. This pattern is especially true among younger generations. Gen Z, in particular, feels pressure to suppress emotion out of fear of being judged or perceived as weak. The stigma around prolonged grief leads people to hide what they’re feeling, pushing their pain underground where it festers instead of heals. 

Stat:

71% of grieving Americans have intentionally hidden their sadness from someone they love. 

Key Insight

Fear of being seen as weak is causing an entire generation to bury their grief in silence.  

Key Finding #3

People Want to Help. But Don’t Know How. 

Grief doesn’t just confuse the person who is experiencing it. It overwhelms those around them, too. Our research shows that while most people genuinely want to support grieving loved ones, they don’t know where to start, and vague offers of help or surface-level sympathy that rarely lead to true support. When caregivers, friends, or employers are unequipped, grief becomes lonelier than it has to be. Support needs to move from passive phrases to practical action. 

Stat:

81% of grieving Americans say people genuinely want to help but don’t know where to start.

Key Insight

Good intentions aren’t enough. Most people need guidance to turn care into meaningful action. 

Download the complete study to explore the data, stories, and solutions shaping the future of grief care.

This study was conducted by Theo Boyd

Theo Boyd is an award-winning author, speaker, and advocate who helps individuals and organizations navigate the complex terrain of grief with courage, honesty, and hope. After experiencing a sudden and traumatic loss in 2019, Theo became a national voice for grief literacy—committed to breaking the silence around sorrow and creating a culture where grief is seen, heard, and supported.

Theo partnered with The Center for Generational Kinetics to conduct this landmark research study exploring how grief affects Americans across generations, identities, and workplaces. The study reflects her deep belief that grief is not just a personal issue—it’s a public conversation, and one we urgently need to have. 

As the author of My Grief Is Not Like Yours and Hope All The Way, and host of the Think Theo podcast, Theo has shared her message through television, radio, keynote stages, and publications worldwide. This study marks a new chapter in her mission: to equip others with the language, tools, and data to make grief care a national priority.

The Center for Generational Kinetics is a custom research, speaking, and advisory firm dedicated to separating myth from truth through data. 

CGK has led more than 65 research studies in multiple languages on four continents. Their clients include many of the most recognizable brands in the world as well as private equity firms and market-shaping start-ups. 

CGK’s team members have been featured in hundreds of media outlets, from a cover story in The New York Times to over 200 TV appearances on shows such as 60 Minutes and The Today Show. 

Adweek called their President a “research guru.”