New report shows Gen Z women value the brand identities they’ve built on social media, while Millennial and Gen X women value the professional identities they’ve built in the workplace
Los Angeles, CA, October 17, 2024 (EZ Newswire) -- The Female Quotient (The FQ), a leader in advancing workplace equality, today released new research in collaboration with The Knot, a leading all-in-one wedding planning platform, and SmithGeiger Group, a global, consultative market research firm. The report, titled “The Maiden Name Debate,” suggests that more women may rewrite the rules on marital name changes in the future. While 77% of married women said “I do” to taking their partner’s last name, only 64% of unmarried women expect to do the same, indicating a potential shift in tradition.While changing maiden names is still common, research shows the tradition is gradually losing ground, especially among those most likely to walk down the aisle next. Two key factors drive this change: women, on average, are marrying later, and many are starting to build their own personal brand identities earlier on social media such as Instagram and TikTok. These dynamics push many to reconsider how a name change could impact both their personal and professional identities. Older women and women with higher levels of education are more likely to keep their last names to protect their established reputations. Additionally, one-third (32%) of unmarried Gen Z women express a greater concern for preserving their social media brands, compared to just 3% of Millennials.
“Taking your partner’s name is rooted in patriarchal history, and it still influences how women are perceived personally and professionally,” said Shelley Zalis, founder and CEO of The Female Quotient. “In today’s tech-driven world, a name change impacts more than just tradition–it affects identity, data continuity, and how AI systems recognize and represent individuals. The power of a name should never limit someone’s potential.”
Among women who do plan to change their last names (take a partner’s name, hyphenate their name, or create a new surname), 27% do not plan to use their partner’s name professionally. The likelihood of wanting to preserve a professional name increases with age among unmarried women.
Changes in same-sex marriage laws are also shaking up tradition. Just under 2 in 10 LGBTQIA+ couples did or plan to hyphenate or create a new last name (18%). LGBTQIA+ are less inclined to adhere to traditional practices, including 53% who are married and took their partner’s last name upon marriage, compared to 77% of married women who did the same.
“At The Knot, we see firsthand that couples, especially Gen Z and LGBTQIA+, are redefining wedding norms, and this includes how they’re approaching their married names,” said Kiara Kempski, Vice President, Consumer Marketing at The Knot. “In a time when tradition is no longer the default, it’s exciting to see Gen Z women embracing a dual identity—changing their name personally while keeping their maiden name professionally to preserve their personal brand. Additionally, LGBTQIA+ couples have long been at the forefront of redefining societal norms, driven by their desire to shape identities and relationships beyond the confines of traditions that historically excluded them. It is inspiring to see how heterosexual couples are now embracing the innovative trends that LGBTQIA+ couples have pioneered for years.”
What He Said
Among women who are married, have been married, or plan to get married, 70% will take their partner’s last name. Only 5% of men say the same. However, 53% of men believe it’s the woman’s decision whether she changes her last name when getting married, while only 36% believe it should be a joint decision. Gen Z (aged 18–24) men are the least open to women making the decision about their last names (14%), while Gen X (aged 45–54) men are the most open to it (58%). At the same time, unmarried Gen Z men are more likely to want to take their partner’s name, with 15% saying they would, compared to 5% of Millennials (aged 25–44) and 6% of Gen X men.
“It’s encouraging to see that women and men increasingly believe it’s a woman’s right to choose her name—this is real progress,” said Caroline Dettman, Chief Marketing Officer at The Female Quotient. “I got married 26 years ago before we had digital footprints. Today, when a woman changes her surname, AI systems can struggle to link women’s past achievements with her new name—and that is consequential. I would tell my younger self to think carefully about what works best for both personal and professional goals before making this impactful decision.”
To learn more about the research findings, view “The Maiden Name Debate: The Power of a Name In Business and Beyond” report here.
About The Female Quotient
The Female Quotient (The FQ) is an experiences, media, and transformation company advancing equality in the workplace. With the largest global community of women in business, The FQ creates visibility and connections for women and conscious leaders at a global scale across every industry. The FQ’s signature Equality Lounge® has changed the business agenda at tentpole industry conferences including CES, Davos, Cannes Lions, and more. Together with our partners, our mission is to change the equation and close the gender gap. For more on how to partner with The FQ and to join our community, please visit www.thefemalequotient.com and follow @femalequotient on Instagram and LinkedIn.
About The Knot
The Knot is a leading all-in-one wedding planning resource and Vendor Marketplace that connects couples with more than 200,000 local wedding professionals and offers a comprehensive suite of planning tools that includes personalized wedding websites, invitations and registry services that make planning easier to help couples enjoy the experience. The most trusted authority on wedding planning, The Knot reaches a majority of engaged couples in the U.S. through TheKnot.com; a leading wedding planning app with the most five-star reviews on iOS and Android, The Knot Wedding Planner; The Knot national wedding magazine; and The Knot book series. Since its inception, The Knot has inspired approximately 25 million couples to plan a wedding that’s authentic to them. Visit The Knot online at TheKnot.com and follow on social media: @TheKnot on TikTok, Instagram, Pinterest and Threads and Facebook.com/TheKnot.
About SmithGeiger Group
SmithGeiger Group, founded in 2001, is a consultative insights and strategy firm, focused on enabling and supporting the success of our clients in the U.S. and globally, across the media, technology, and consumer sectors. In a world overwhelmed with data, trustworthy guidance is critical. We specialize in partnering with our clients to transform data into something more: relevant, actionable, results-oriented insights. Our team of passionate experts specializes in data-driven, innovative solutions, providing our clients with a deeper understanding of their businesses and the most efficient pathways to growth, viewer and customer loyalty, and long-term success. The group also includes divisions such as Elevate Marketing Research, Vivid Zero Creative Agency, and AccelerateSG. Know what’s possible.
For more information, visit smithgeigergroup.com.
Media Contact
Caroline Dettman
+13124206498
caroline@thefq.com
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