SOCIETY
Why is Boy Scouts of America changing its name?
The organisation is more than a century old but is getting with the times with an update that will fundamentally change its message.
For over a century, the khaki uniforms and merit badges of the Boy Scouts of America (BSA) have been a symbol of American youth. But the organisation is undergoing a significant shift, reflected in a new name: Scouting America. This rebrand comes as the BSA grapples with evolving demographics and a desire to be more inclusive.
“In the next 100 years we want any youth in America to feel very, very welcome to come into our programs,” President Roger Krone told AP.
The official switch to Scouting America will take place in February 2025, coinciding with the organisation’s 115th birthday.
The BSA’s roots stretch back to 1910, founded by Ernest Thompson Seton and Daniel Carter Beard. From its inception, the organisation catered exclusively to boys, offering outdoor adventures, leadership training, and character development. The iconic name “Boy Scouts” became synonymous with these experiences.
However, the landscape of youth development has changed. In 2019, the BSA made a historic decision by opening its core programs to girls. This move reflected a changing society where girls were increasingly interested in activities traditionally associated with scouting. But the name “Boy Scouts” no longer aligned with this new reality.
Scouting in 2024
The organisation faces challenges, declining membership being the most pressing. In its heyday, membership peaked at almost 5 million. That number is now 1 million. The organisation is also struggling under the weight of a huge $2.4 billion bankruptcy, caused in large part due to an 80,000-person historic sex abuse lawsuit.
This rebrand, along with ongoing efforts to modernise programs, aims to attract a wider range of participants and ensure Scouting America thrives for the next generation.