The Boy Scouts of America is undergoing a name change for the first time since its establishment 114 years ago. The organization will now be called ‘Scouting America’. In last decade, the Texas-based organization has witnessed changes – from allowing gay youth to welcoming girls as Club Scouts in 2017. And in 2019, the flagship Boy Scout program was renamed Scouts BSA.
Roger Krone, the president and CEO of Boy Scouts of America, said they want youth in America to feel very, very welcome into the organization’s programs. “It sends this really strong message to everyone in America that they can come to this program, they can bring their authentic self, they can be who they are and they will be welcomed here.” Krone pointed out that though the name is changing, the core of the organization is still the same. “Our mission remains unchanged: we are committed to teaching young people to be prepared for life.”
David Aaker, vice chair of the national branding and marketing firm Prophet, says rebranding can risk alienating supporters who feel the change is unnecessary. However, he described the Boy Scouts’ rebranding as savvy. “It kickstarts a new conversation about the organization while not being so drastic that it strays too far from its original scouting mission.” Aaker said it’s a one-time chance to tell a new story.
Scouting America builds on the organization’s 114 years of helping America’s youth. Its ongoing goal is to provide young people with a safe environment where they can learn meaningful life skills and have fun, educational experiences, fostering their growth and future outcomes as leaders, and be prepared for life. At the same time, values instilled by the Scout Oath and Law help prepare young people for lives of purpose and impact.
More than 130 million Americans have been through Scouting programs since its founding in 1910, and currently, more than 1 million youth, including both men and women, are served by 477,000 dedicated adult volunteers in local councils throughout the country. To date, more than 2.75 million youth have earned Scouting’s highest rank of Eagle Scout.
The name change will come into effect from February 2025.
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