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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

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Reaching the Next Multicultural Generation

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Reaching the next multicultural generation l.jpg

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, 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


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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 for 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 they do.

    • 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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Adventure

Awards

Competition

Friends

Fun

Involved

Leadership

Outdoor Adventure

Physically fit

Responsibility

Skills/survival skills

Socialize

Sports

Structured

Succeed

Teamwork

Travel/trips

Words that Resonate WithAfrican American Parents


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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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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

Words that Resonate with African American Youth


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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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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

Words that Resonate With Hispanic/Latino Parents


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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, television, and on the Internet


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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

Words that Resonate With Hispanic/Latino Youth


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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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Accomplish

Activities

Community service

Educational

Fun

Helpful

Leadership

Learn

Mental skills

Physical fitness

Success

Survival skills

Variety

Words that Resonate With Asian American Parents


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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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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

Words that Resonate With Asian American Youth


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