Scouting America: Boy Scouts Rebrand in Wake of Changes and Challenges

Boy Scouts of America, the historic organization founded 114 years ago in Texas, is undergoing a significant transformation as it rebrands to Scouting America amidst a backdrop of changes and challenges.

The move towards rebranding was officially announced by Roger Krone, the organization’s president and CEO, at the Boy Scouts’ national meeting in Florida, emphasizing an inclusive future for Scouting America.

The rebranding decision stems from a desire to signal inclusivity to all children and teens, welcoming them wholeheartedly, as membership numbers faced a noticeable decline over the years.

The organization, which has recently seen over 1 million young members, including girls and teens, acknowledges historically low membership figures, with a peak in 2018 at over 2 million members and a high point in 1972 with nearly 5 million members.

Despite the name change to Scouting America, the core mission of the organization remains unaltered, with a commitment to teaching young people essential life skills and preparedness, according to Krone.

Boy Scouts of America initiated a series of significant changes over the past decade, starting with allowing gay members in 2013 and lifting the ban on gay adult leaders in 2015.

In 2017, a landmark announcement opened doors for girls to join as Cub Scouts, later expanding to the flagship program, Scouts BSA, leading to over 6,000 girls attaining the prestigious Eagle Scout rank.

The rebranding initiative also aims to address financial challenges, as the organization sought bankruptcy protection in 2020, facing approximately 275 lawsuits and a significant number of abuse claims.

With a federal judge upholding a $2.4 billion bankruptcy plan last year, the Boy Scouts of America continues operations while compensating over 80,000 men who reported childhood abuse as scouts.

Renaming an established organization can evoke mixed reactions, with risks of alienating supporters, yet branding experts like Aaker view the rebranding move as strategic, allowing for a fresh narrative while preserving the core scouting values.

The National Organization for Women (NOW) welcomed the name change, emphasizing that it signifies not just inclusion but a warm invitation for girls to join Scouting America.

Online reactions varied, with some expressing excitement while others criticized the removal of «boy» from the name, showcasing a divide in perceptions on the rebranding initiative.

Another important player in the scouting landscape, the Girl Scouts of the USA, had previously raised concerns regarding the inclusion of girls in Boy Scouts programs, leading to legal disputes that were eventually settled in 2022, fostering a new era of cooperation between the two organizations.

The journey to becoming Scouting America officially commences on the organization’s 115th birthday on February 8, 2025, with an immediate transition expected in how the organization is referred to and perceived.

Reporter Jim Vertuno from Austin contributed to the coverage by The Associated Press.