DALLAS (AP) — In a historic move, the Boy Scouts of America is rebranding itself as Scouting America, marking a significant shift for an organization known for its resistance to change over its 114-year history.
The Texas-based organization has recently faced internal challenges, including a surge in sexual abuse claims and a subsequent bankruptcy filing. Despite these issues, the organization has been striving to adopt a more inclusive approach, welcoming girls into its ranks alongside boys.
Roger Krone, who assumed leadership roles last fall, emphasized the organization's commitment to inclusivity, stating, “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.”
The rebranding was announced at the Boy Scouts' national meeting in Florida on Tuesday but is set to take effect only in February 2025.
**WHY THE NAME CHANGE?**
The rebranding aims to emphasize inclusivity, with Krone highlighting the need for a name that clearly indicates that all children and teens are “very, very welcome.” He pointed to historically low membership numbers, noting that the organization lost members during the pandemic, which posed challenges for participation. Membership peaked in 1972 at almost 5 million, with current figures standing at just over 1 million, including more than 176,000 girls and teens.
Despite the name change, the organization's core mission remains unchanged, as Krone emphasized: “Our mission remains unchanged: we are committed to teaching young people to be prepared for life.”
**OTHER CHANGES IN THE BOY SCOUTS**
Over the years, the Boy Scouts have made several significant changes to adapt to the times. They began allowing gay members in 2013 and ended a blanket ban on gay adult leaders in 2015. In 2017, they announced that girls would be accepted as Cub Scouts starting in 2018 and, two years later, into the flagship Boy Scout program, which was renamed Scouts BSA. Over 6,000 girls have attained the prestigious Eagle Scout rank, with nearly 1,000 girls and young women in the inaugural class of female Eagle Scouts in 2021.
The organization also made strides in inclusivity by allowing transgender boys to enroll in their boys-only programs.
**BANKRUPTCY AND SEX ABUSE CLAIMS**
In 2020, the Boy Scouts sought bankruptcy protection amid approximately 275 lawsuits and acknowledged another 1,400 claims related to sexual abuse. Last year, a federal judge approved a $2.4 billion bankruptcy plan, enabling the organization to continue operating while compensating over 80,000 men who filed claims of childhood and teenage sexual abuse.
**RECEPTION TO THE REBRANDING**
Rebranding can be divisive, with some supporters viewing it as unnecessary. However, David Aaker, vice chair of national branding and marketing firm Prophet, described the rebranding as strategic, allowing the organization to initiate a new narrative while remaining true to its scouting roots.
The National Organization for Women (NOW) welcomed the name change, indicating that it signals a welcoming environment for girls to join. Online reactions varied, with some expressing excitement and support, while others criticized the removal of “boy” from the name.
**GIRL SCOUTS' RESPONSE**
The Girl Scouts of the USA, a separate organization, had initially opposed the Boy Scouts' decision to admit girls throughout its ranks, citing marketplace confusion and damage to their recruitment efforts. After a settlement agreement in 2022, both organizations expressed a desire to focus on their respective missions.
**OFFICIAL ADOPTION OF THE NEW NAME**
Scouting America will officially replace the Boy Scouts of America on February 8, 2025, the organization's 115th birthday. However, Krone anticipates that people will begin using the new name immediately.