Boy Scouts rebrand to appeal to female members
The organization seeks to boost its shrinking numbers, but reactions to the name change have been mixed. Meanwhile, the Girl Scouts are fighting back.
Boy Scouts of America is rebranding—and it’s dropping gender-specificity from one of its well-known programs.
In February 2019, Boy Scouts of America will change to Scouts BSA. The switch is not affecting the entire organization, which will keep the original name, nor will it affect the Cub Scouts (the organization’s program for children ages 7 to 10). Instead, the new name will be applied to the program available to those ages 10 to 17.
The name change is a part of the group’s attempt to appeal to a broader base, namely little girls. “As we enter a new era for our organization, it is important that all youth can see themselves in Scouting in every way possible,” Chief Scout Executive Mike Surbaugh said.
“That is why it is important that the name for our Scouting program for older youth remain consistent with the single name approach used for the Cub Scouts.”
Become a Ragan Insider member to read this article and all other archived content.
Sign up today
Already a member? Log in here.
Learn more about Ragan Insider.
