Reaching the Next Multicultural Generation

Study Methodology

• 25 focus groups– Venturing-age teens– Boy Scout-age boys– Parents of Cub Scout-age boys

• Markets– Los Angeles – Asian &

Hispanic/Latino– Chicago – African American– Houston – Asian, Hispanic/Latino,

& African American– New York – Hispanic/Latino

Study Methodology

• Main objective:– To gain a better understanding

of the needs and desires of the African American, Hispanic/Latino American, and Asian American populations in relation to their participation in youth organizations in general and the BSA in particular.

Selecting After-School Activities

• When selecting after-school activities for their children to join, all parents look for activities that:– Are safe– Prepare their child for success

•African American — upstanding citizen and contributing community member

•Hispanic/Latino — respectful, responsible, and family-oriented

•Asian — academic and career success

– Reinforce values– Build self-esteem or confidence

Selecting After-School Activities

• African American parents also look for activities that:– Develop character– Improve academic success– Build discipline– Teach leadership skills,

teamwork, and physical fitness– Provide community service

Selecting After-School Activities

• Hispanic/Latino parents are interested in activities that:– Preserve their cultural heritage– Teach responsibility– Include the entire family

Selecting After-School Activities

• Asian American parents look for youth programs that:– Help with academic success– Build independence– Improve physical fitness– Build leadership skills– Provide community service– Preserve their cultural heritage

Selecting After-School Activities

• Youth from all three segments look for activities that:– Are fun– Include their friends

Selecting After-School Activities

• African American youth also look for activities where they can:– Gain recognition– Compete with others – Be part of a team– Serve the community

Selecting After-School Activities

• Hispanic/Latino youth look for activities that:– Let them choose from a variety

of activities– Allow them to try something new

Selecting After-School Activities

• Asian American youth join activities that:– Allow them to meet new people– Allow them to try new things– Teach leadership skills– Prepare them for academic

success

Youth

Activities

Parent Involvement in After-School Activities• African American and

Hispanic/Latino parents with Mexican, Central American, and South American roots are highly involved in their children’s activities.– They would volunteer to:

• Coach• Be the team parent• Fund-raise• Bring refreshments• Attend events• Help in any way asked

Parent Involvement in After-School Activities

• Asian American and Hispanic/Latino parents with Caribbean roots describe themselves as less involved.– They generally:

•Provide transportation•Provide refreshments•Provide financial resources

Overall Awareness and Perceptions of Scouting Programs

• African Americans, Hispanics/Latinos, and Asians:– Have an overall positive image of the

BSA• Describe Scouts as honest, responsible,

disciplined, trustworthy, and good citizens

– Parents have a general awareness of the Cub Scouts but are not familiar with what they do. However, new immigrants have a lower awareness.

– Have a general awareness of the Boy Scout program but are not familiar with what it does.

– Venturing-age youth do not know that Venturing exists.

Parent

Concerns

Youth

Concerns

Parent

Connections

Youth Connections

Keys to Reaching Ethnic Markets

• Parents and youth suggest that marketing:– Be relevant for their age, gender, and

cultural background– Promote fun activities matching their

culture and the market where they live

• Parents suggest that BSA marketing:– Focus on success– Emphasize safety– Provide information about the long-term

benefits of Scouting

• Youth suggest that marketing also include a variety of ethnicities

Keys to Reaching African American Parents

• Change the uniform so that it is more up-to-date

• Use politicians, musicians, actors, sports stars, and stalwarts in the local community as spokespeople

• Make Scouting culturally relevant by using patrol names that have significance and meaning in the community

Words that Resonate WithAfrican American Parents

AdventureAwards

CompetitionFriends

FunInvolved

LeadershipOutdoor Adventure

Physically fitResponsibilitySkills/survival

skillsSocializeSports

StructuredSucceed

TeamworkTravel/trips

Keys to Reaching African American Youth

• Use rappers to promote Scouting

• Make the uniform optional or have T-shirts that are cool that include a Scouting emblem

Words that Resonate with African American Youth

Boy Scout-age boys

ActivitiesCompetition

FunKnowledge

Sports mentors

Venturing-age teens

AdventureAmazingAthletic

Community serviceCompetition

FunLeadership skills

Survival skillsTravel

Keys to Reaching Hispanic/Latino Parents

• Use employers, clergy, community leaders and other parents as spokespeople

• Increase visibility in the community by volunteering to help at festivals and community events

• Advertise in Hispanic/Latino publications

• Focus on the values taught through Scouting

Words that Resonate With Hispanic/Latino Parents

Activities¡Atrevete! (Dare to

do it)Benefits

CompetitionDiversityFamily

Good citizenGroup activity

Honor

InvolvementLearn

PreparePrideReadySports

SuccessTeamUnity

Wholesome

Keys to Reaching Hispanic/Latino Youth

• Venturing-age youth like extreme sports, so promote them in the community

• Use coaches to help promote Scouting

• Place advertisements, signs, and fliers in malls, schools, on television, and on the Internet

Words that Resonate With Hispanic/Latino Youth

Boy Scout-age boys

ActiveActivities

Choice/chooseCommunity service

CoolFun

HelpfulKnowledge

Safe

Venturing-age teens

ActiveActivitiesAdventure

AthleticCompetition

Extreme sportsFun

LeadershipNature

Physical fitnessRelax

Trips/travel

Keys to Reaching Asian American Parents

• Highlight successful CEOs who were Scouts and show how Scouting contributed to their success

• Address parents’ time-constraint concerns

• Have opinion-leaders, teachers, and Asian cultural centers as spokespeople

Words that Resonate With Asian American Parents

AccomplishActivities

Community service

EducationalFun

Helpful

LeadershipLearn

Mental skillsPhysical fitness

SuccessSurvival skills

Variety

Keys to Reaching Asian American Youth

• Venturing-age youth like extreme sports, so promote high-adventure activities

• Use funny characters, teachers, and people like themselves to promote Scouting

• Schedule meetings and activities so they do not conflict with school or after-school cultural programs

Words that Resonate With Asian American Youth

Boy Scout-age boys

AmazingClean

CompetitionCool

ExerciseExtremeFantastic

FunGiantSports

Trips/travel

Venturing-age teens

A rushAmazing

BoldCompetition

ExcitingExhilarating

ExtraordinaryExtremeFriends

Fun/funtasticLeadership

Physical fitnessSocial