HomeLearning CenterBoy Scouts Rebrand As ‘Scouting America’ To Boost Inclusivity

Boy Scouts Rebrand As ‘Scouting America’ To Boost Inclusivity

Originally published by Kim Elsesser for Forbes

The Boy Scouts of America announced today that it will rebrand itself as Scouting America to be more welcoming. It’s been five years since the organization first admitted girls into their Scouts BSA program, and research indicates that co-ed activities can have more benefits for participants.

The scouting organization has over 1 million members, of which 176,234 are currently girls and young women. In 2018, the Cub Scouts program, which targets younger children, opened its doors to girls. The following year, in February 2019, the main scouting program, known then as the Boy Scouts, admitted girls and young women and was renamed Scouts BSA. Despite the parent organization rebranding itself as Scouting America, the Scouts BSA name will remain unchanged.

Since their inclusion in the programs, more than 6,000 young women have achieved Eagle Scout status, the highest rank within Scouts BSA. Approximately 60,000 scouts reach this rank each year, highlighting that women are still a tiny minority.

This gender disparity may be partly explained by the hesitation some girls and young women feel about joining an organization that traditionally included the word “boy” in its name. Scouting America hopes the new branding will make everyone more comfortable with the organization. “This will be a simple but very important evolution as we seek to ensure that everyone feels welcome in Scouting,” Roger A. Krone, president and chief executive officer of Scouting America, said of the name change in a press release.

When girls were first admitted to Scouts BSA, a Girl Scout executive told Time that the girls’ organization was not concerned about potential competition. Nonetheless, the Girl Scouts filed a federal lawsuit against the Scouts BSA. After the Boy Scouts rebranded to Scouts BSA, the organization began referring to its members simply as “Scouts” instead of “Boy Scouts.” The Girl Scouts asserted that they had the exclusive right to use the term “Scouts” in conjunction with leadership development services for girls. The court ruled that the Boy Scouts’ use of the word did not violate the Girl Scouts’ trademarks.

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