Should individual animals be given names in wildlife reintroductions?

Individual animals are often given names by humans. For example, names are attributed to domestic animals to acknowledge their closeness to people, some research studies use names to identify differences between individuals in a study group, or zoos often use names to tell stories that attract public or media attention.Publicly naming individual animals can provide opportunities in conservation, but there are also risks. In this perspective we exemplify such opportunities and risks in the context of wildlife reintroductions. We draw on examples and observations from our experience researching Eurasian beaver Castor fiber reintroduction in England, to encourage careful thinking before publicly attributing a name to an individual in reintroduction projects.Naming individuals in reintroduction can: be a low‐cost engagement tool; help people relate to unfamiliar reintroduced species; encourage local ownership of reintroduction projects; enable an effective tool for communicating information about the species and ways to coexist; or support creative or cultural expression.Yet naming individuals in reintroduction could: risk misrepresentation of natural species characteristics; make it challenging to normalise the sense that the reintroduced species is a wild animal; unintentionally imply that humans have ownership or power over the animal; cause distraction from establishing viable populations due to focus on the individual; or result in human investment in individual animals, which may have influence on reintroduction outcomes if that animal later comes to harm or dies (naturally or otherwise).Synthesis and Applications. We argue there is more to the act of naming individuals than may first appear. If considering doing so, we call for careful thought about whether it is appropriate and how to go about it. While we intentionally refrain from concluding whether 'to name or not to name', we call for careful, informative, message framing that takes advantage of the opportunities and is prepared for future circumstances, when naming of individuals does take place. Read the free Plain Language Summary for this article on the Journal blog. Read the free Plain Language Summary for this article on the Journal blog. [ABSTRACT FROM AUTHOR]