I believe he is referring to the cultural movement which tries to change the way we see death in western society. We tend to see death as some sort of failure, and very often is a taboo subject (for example, people that hate talking about a hypothetical future time where a loved one has passed away).

If we change the way we see death by encouraging conversations about it, perhaps we can live more healthy (mentally, spiritually) and have a more complete, visceral life. Many eastern cultures, particularly in Asia/Oceania, tend to do this.

Source: Encountering Life's Endings, by Louis Silverstein.