【Gorgeous Member Survey】Despite Record-Low Birthrate, 93% of Members Hope for Children, with 71% Prioritizing Education Investment: Exploring Strategic Family Planning Among High-Income Individuals

Gorgeous, a fully vetted dating and marriage matching app operated by Link Co., Ltd. (Isaac Group / Headquarters: Shibuya-ku, Tokyo / CEO: Ryo Shirai), conducted a survey in May 2026 targeting 936 registered members on topics including marriage, post-marriage family life, and asset formation.

The survey results revealed that 99.5% of respondents have a positive attitude toward marriage, and 93% expressed a desire for children. Furthermore, among those hoping for children, 71% listed "education-related preparation" as their top priority for welcoming a child, revealing the strategic family planning approach of high-income individuals who actively invest in the next generation.

【Survey Overview】

Survey Period: May 23–27, 2026

Method: In-app questionnaire survey

Target: Gorgeous members (18 years and older, 936 respondents in total)

Survey Results (Summary)

99.5% of respondents expressed a positive attitude toward marriage, with 61.7% stating they want to marry "as soon as possible if they find the right person" or "within one year." This clearly demonstrates that high-income individuals maintain consistently strong marriage intentions.

Regarding children, 93% of respondents expressed a desire to have children, with 79.7% hoping for "two or more." By gender, 80.6% of men and 77.0% of women want multiple children, showing that men exceed women by 3.6 percentage points in this preference.

Regarding parental leave, 53.5% of men hope to take "several months or more," and 34.2% want to take "six months or more." These figures far exceed the actual take-up rate (6.4% for six months or more), indicating a high level of awareness and willingness to participate in childcare.

Regarding savings in preparation for marriage and married life, 47.7% of members with savings goals are aiming for "over 10 million yen." Among those with an annual income of over 10 million yen, this proportion reaches 71.9%.

When asked about priorities in preparing for children, 57% cited "preparing education funds," followed by "moving to a child-friendly environment" (42.2%), "choosing a work style compatible with parenting" (34.3%), and "preparing to expand educational options, both domestically and internationally" (30.9%). This highlights a multifaceted preparation approach that includes housing and work-life balance, centered on education.

Survey Background

According to the recently released "2025 Vital Statistics (Preliminary Figures)" by the Ministry of Health, Labour and Welfare, the number of marriages in 2025 was approximately 490,000, a slight 1.1% increase from the previous year. However, compared to 2002 (about 757,000 marriages), when marriage numbers began declining, this is over 250,000 fewer, indicating a long-term decline in people taking the step toward marriage (※1).

In terms of births, the total fertility rate in 2025 dropped to 1.14, the lowest on record and the tenth consecutive year of decline. The number of births also fell to 671,000, the lowest ever recorded (※1). The National Institute of Population and Social Security Research's "16th Basic Survey on Fertility Trends" (conducted in 2021) reported that the average number of children desired by unmarried men and women aged 18–34 was 1.82 for men and 1.79 for women—marking the first time women have fallen below 2.0 since the survey began (※2), highlighting a societal decline in motivation toward marriage and childbirth.

※1 Source: Ministry of Health, Labour and Welfare, "2025 Vital Statistics (Preliminary Figures)" ※2 Source: National Institute of Population and Social Security Research, "16th Basic Survey on Fertility Trends"

In this era where taking steps toward marriage and childbirth is increasingly difficult, this survey was conducted to understand how high-income individuals, who repeatedly make life choices while balancing career and family, perceive marriage and family, and what kind of life plans they envision.

Survey Results (Detailed)

99.5% of respondents are positive about marriage. 61.7% hope to marry in the near future, stating they want to marry "as soon as possible if they find the right person" or "within one year."

Regarding current feelings about marriage, 99.5% of respondents demonstrated a positive attitude.

Specifically, 48.8% said they want to marry "as soon as possible if they find the right person," and 12.9% said they want to marry "within one year," meaning 61.7% are considering marriage in the near future.

Despite persistently low marriage numbers and declining marriage motivation across society, the high marriage intention among high-income individuals is evident.

Men are in the majority when it comes to wanting two or more children. With 34.2% hoping for "six months or more" of parental leave—while actual take-up remains at 6.4%—a strong desire to participate in childcare is evident.

93% of respondents expressed a desire for children, with 79.7% stating their ideal number is "two or more." By gender, 80.6% of men and 77.0% of women want multiple children, with men exceeding women by 3.6 percentage points.

Notably, 88.7% of men in their 20s want "two or more" children, clearly indicating a trend of idealizing families with multiple children.

Furthermore, regarding desired parental leave if they have children in the future, 53.5% of men hope to take "several months or more," and 34.2% want to take "six months or more."

According to the Ministry of Health, Labour and Welfare's "Fiscal 2024 Basic Survey on Equal Employment Opportunity," the male paternity leave take-up rate reached 40.5%, the first time exceeding 40%. However, in reality, only 6.4% of men actually take six months or more (※3). The fact that high-income men's aspirations far exceed the national average reveals a strong determination to balance work and family life and actively participate in childcare.

※3 Source: Ministry of Health, Labour and Welfare, "Key Points of the Results of the Fiscal 2024 Paternity Leave Take-up Rate Survey (Basic Survey on Equal Employment Opportunity)"

Regarding savings in preparation for married life, 71.9% of high-income earners (annual income over 10 million yen) with savings goals aim for "over 10 million yen."

Regarding savings in preparation for marriage and married life, 47.7% of members with savings goals are aiming for "over 10 million yen."

Among those with an annual income over 10 million yen, 71.9% aim for "over 10 million yen," and 42.4% aim for "over 30 million yen," indicating a high level of awareness toward long-term asset formation among high-income individuals.

Regarding priorities in preparing for children, 57% of members who want children cited "preparing education funds" as their top priority, followed by "moving to a child-friendly environment" (42.2%), "choosing a work style compatible with parenting" (34.3%), and "preparing to expand educational options, both domestically and internationally" (30.9%).

The proportion of members who chose either "preparing education funds" or "preparing to expand educational options" reached 71%, indicating that high-income individuals place "children's education" at the center of their family planning.

Nearly 40% are also considering changes in housing or work style, revealing a multifaceted preparation approach that includes housing and work-life balance, centered on education.

It is clear that high-income individuals are not treating marriage and family ideals as vague aspirations, but are designing them with concrete numerical goals and action plans. This survey revealed the proactive attitude of high-income individuals, who, even in an era where taking steps toward marriage and childbirth is difficult, are creating strategic life plans focused on their family's future even before entering a relationship.

About the Vetting-Based Dating and Marriage Matching App "Gorgeous"

Service launched in October 2022