1. Reaching the Next Multicultural Generation

2. 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

3. 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.

4. 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

5. 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

6. Selecting After-School Activities Hispanic/Latino parents are interested in activities that: –Preserve their cultural heritage –Teach responsibility –Include the entire family

7. 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

8. Selecting After-School Activities Youth from all three segments look for activities that: –Are fun –Include their friends

9. 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

10. 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

11. 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

12. Youth ActivitiesYouth Activities

13. 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

14. 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

15. 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.

16. Parent ConcernsParent Concerns

17. Youth ConcernsYouth Concerns

18. Parent ConnectionsParent Connections

19. Youth ConnectionsYouth Connections

20. 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

21. 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

22. Words that Resonate With African American Parents Adventure Awards Competition Friends Fun Involved Leadership Outdoor Adventure Physically fit Responsibility Skills/survival skills Socialize Sports Structured Succeed Teamwork Travel/trips

23. 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

24. Words that Resonate with African American Youth Boy Scout-age boys Activities Competition Fun Knowledge Sports mentors Venturing-age teens Adventure Amazing Athletic Community service Competition Fun Leadership skills Survival skills Travel

25. 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

26. Words that Resonate With Hispanic/Latino Parents Activities ¡Atrevete! ( Dare to do it ) Benefits Competition Diversity Family Good citizen Group activity Honor Involvement Learn Prepare Pride Ready Sports Success Team Unity Wholesome

27. 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

28. Words that Resonate With Hispanic/Latino Youth Boy Scout-age boys Active Activities Choice/choose Community service Cool Fun Helpful Knowledge Safe Venturing-age teens Active Activities Adventure Athletic Competition Extreme sports Fun Leadership Nature Physical fitness Relax Trips/travel

29. 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

30. Words that Resonate With Asian American Parents Accomplish Activities Community service Educational Fun Helpful Leadership Learn Mental skills Physical fitness Success Survival skills Variety

31. 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

32. Words that Resonate With Asian American Youth Boy Scout-age boys Amazing Clean Competition Cool Exercise Extreme Fantastic Fun Giant Sports Trips/travel Venturing-age teens A rush Amazing Bold Competition Exciting Exhilarating Extraordinary Extreme Friends Fun/funtastic Leadership Physical fitness Social