It is known that too many people still do not receive good quality end of life care which meets their individual needs and wishes. For example, only just over half of respondents to the National Survey of Bereaved People felt that their relative had died in a place of their choice. At the same time the challenge of delivering consistently good experiences and outcomes for people at the end of their lives is growing. Each year, around 480,000 people die in England. This is predicted to increase to 550,000 by 2035. This report identifies the issues people approaching the end of life are currently facing and offers a blueprint for how greater choice in end of life care can be achieved.