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