Nearly eight years after President Russell M. Nelson urged everyone to retire the nickname "Mormon," that single word still appears in headlines, bios, and casual conversation. The latest flare-up in the long-running naming saga has scholars, journalists, and church insiders questioning whether the full name, The Church of Jesus Christ of Latter-day Saints, can realistically supplant a one-word label that is ingrained in popular culture and search engines alike.
Nelson's naming drive
Back in 2018, President Nelson called on members and the public to use the church's full name and to drop nicknames such as "Mormon" and "LDS." That directive sparked a top-to-bottom rebrand of official websites, social media channels, and printed materials. The church shifted its main member portal to ChurchofJesusChrist.org and turned Mormon.org into a site aimed at newcomers, according to The Church Newsroom. Even marquee institutions were updated, with the Tabernacle Choir at Temple Square dropping the "Mormon" tag as part of the push.
Why reporters still say 'Mormon'
Many journalists have stuck with the old shorthand because it quickly signals both history and culture in a single syllable. Writer McKay Coppins, for instance, used "Mormon" 143 times in a lengthy profile and later admitted that the church's full title created a "writerly dilemma." Publications such as The Atlantic continue to rely on the term for clarity, even as church leaders repeatedly ask for its retirement.
Division among members
On the ground, Latter-day Saints themselves are not united. Some members welcomed Nelson's course correction as a way to re-center the faith on Jesus Christ. Others argue that walking away from "Mormon" cuts against decades of outreach, advertising, and community-building that rallied around the nickname.
Historian Benjamin Park says he now leans on the church's full name when talking about the institution, but still sees "Mormon" as the best fit for describing cultural or performative aspects of the faith. Marketer Neylan McBaine goes further, calling the shift "a net negative," according to The Salt Lake Tribune.
Translation and global headaches
Outside English-speaking circles, the naming overhaul has created fresh complications. The move away from "Mormon" has not persuaded many that Latter-day Saints are Christians, historian Ignacio Garcia told The Salt Lake Tribune. In languages where words like "Saint" or "Latter-day" have strong or unusual connotations, people often default back to the familiar, shorter nickname.
What comes next
For now, reality points to a kind of linguistic coexistence. In legal documents and official messaging, leaders continue to emphasize the longer title and roll out new digital and branding tweaks, according to The Church Newsroom. Out in the wild, though, everyday speech, historical discussion, and translation quirks keep "Mormon" very much alive. Whether the formal name ultimately wins out, or the nickname simply refuses to budge, remains an open question.
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