Chelmford, UK – July 28: Scouts cheer as they attend the opening ceremony of the 21st World Scouts … [+]
The Boy Scouts of America recently announced that it would change its name to Scouting America. This rebranding move was announced as a small change to help the brand better align with its values.
Five years ago, the organization changed its policy to allow girls to participate. Since the policy was rolled out, more than 176,000 girls have participated in its program, including 6,000 who have earned the rank of Eagle Scout.
Back in 2017, Scouting America also made changes to accommodate transgender kids into its programs.
Scouting America's mission is to “prepare young people to make ethical and moral choices throughout their lives by instilling in them the values of the Scout Oath and Law.”
For reference, the Scout Act states that a Scout is “trustworthy, loyal, kind, friendly, courteous, hospitable, obedient, cheerful, frugal, brave, clean, and pious.” says. The Scout Oath is based on these principles and is expressed as follows: Always help others. To keep yourself physically strong, mentally alert, and morally upright. ”
In a press release about the rebranding, Scouting America said the name change reflects “the organization's continued commitment to ensuring that every youth and family in America experiences the benefits of Scouting.” .
Roger A. Krone, the organization's president and chief executive officer, echoed these sentiments in a release: “This will be a simple but very important evolution as we strive to make everyone feel welcome in Scouting.”
Here are three lessons learned from the Scouts of America's name change. We should embrace this lesson as we work to build a brand that is inclusive of those we choose to serve, regardless of their identity.
All decisions should be based on values
Reactions to the Scouts of America's name change have been mixed. While some praise the brand, others feel the organization is letting down boys who no longer have their own space.
But when making big decisions like this, it's always helpful to look at the organization's mission, vision, and values to better understand the reasoning behind the decision.
Scouting America's name change is highly aligned with the organization's values. Nowhere in the Mission, Oath, or Scout Act is there anything mentioned or implied about gender. Therefore, it is important for brand names to be gender-neutral so that if a potential member is not born a boy, it does not immediately send a signal that “this is not for you.'' Makes sense.
When considering making major changes to your organization, it's always good practice to connect your actions to your mission, vision, and values, especially in the process of building an inclusive brand.
That way, even in the face of opposition, you can remain firm and confident that you made the right choice.
Dr. Seuss Enterprises did this several years ago. The brand has decided to stop publishing six classic books after a review found they portrayed people from ethnic minority communities in a “harmful and wrong” way.
Although many were not happy about this, Dr. Seuss Enterprises said it was true to its brand mission of “supporting all children and families with messages of hope, inspiration, inclusivity, and friendship.” He declared that this decision was made in order to continue to exist.
Changing your name is just the starting point to belonging.
Having a gender-neutral name removes barriers for non-boys to join Scouting America, but it is not the only factor in determining whether Scouts and their families feel like they belong. .
Scouting America must consider the entire experience we offer in order to thoughtfully and foster an environment where everyone feels seen, supported, and belongs.
As a brand, your intention may be to be inclusive and make everyone you serve feel like they belong, but what matters is how people actually feel.
This means you must intentionally ensure that the customer experiences and environments you provide are prepared to work with people of all identities you choose to serve.
It's not enough to say “everyone is welcome.” You have to prove it.
Retailer Old Navy started focusing more on body inclusivity a few years ago. In doing so, the brand has made several changes to the overall experience it offers to ensure everyone, including consumers who require larger sizes, feels included during their shopping experience.
The brand has removed its “plus size” section from its stores and website to ensure people don't feel left out. The brand has also eliminated surcharges for plus-size clothing and added mannequins in different sizes to let you express yourself on that front, too.
The starting point is not the place to stay
The final lesson I learned from Scouting America is about evolution. Just because policies, practices, and marketing may not be as comprehensive as in years past, doesn't mean we can't make meaningful progress in the future.
We are all learning and growing. And while it's great to start out as an inclusive brand from the get-go, it's important for consumers to learn about the experiences and plights of others from underrepresented and underserved communities and evolve to be inclusive. We evaluate and support brands that
Walmart hasn't always been a brand that caters to the experiences of people with sensory processing disorders. However, after listening to feedback from customers and team members, the brand decided to introduce daily sensory-friendly hours in all of its stores in the U.S. and Puerto Rico.
Evolution and growth are natural for brands that want to stay relevant. So don't get too hung up on “the way things have been done” as a reason why you can't adopt a new, more inclusive “way of doing things” in the future.
