Reaching the Next Multicultural Generation

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Reaching the Next Multicultural Generation
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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

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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.

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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

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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

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Selecting After-School Activities

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

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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

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Selecting After-School Activities

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

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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

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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

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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

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Youth Activities
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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 childrens
  activities.
• They would volunteer to
• Coach
• Be the team parent
• Fund-raise
• Bring refreshments
• Attend events
• Help in any way asked

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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

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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.

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Parent Concerns
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Youth Concerns
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Parent Connections
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Youth Connections
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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

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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

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Words that Resonate WithAfrican American Parents

• Adventure
• Awards
• Competition
• Friends
• Fun
• Involved
• Leadership
• Outdoor Adventure

• Physically fit
• Responsibility
• Skills/survival skills
• Socialize
• Sports
• Structured
• Succeed
• Teamwork
• Travel/trips

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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

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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

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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

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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

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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

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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

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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

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Words that Resonate With Asian American Parents

• Accomplish
• Activities
• Community service
• Educational
• Fun
• Helpful

• Leadership
• Learn
• Mental skills
• Physical fitness
• Success
• Survival skills
• Variety

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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

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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