Reaching the Next Multicultural Generation - PowerPoint PPT Presentation

Reaching the Next Multicultural Generation

• 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

• 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.

• 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

• 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

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

• 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

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

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

• Hispanic/Latino youth look for activities that:
• Let them choose from a variety of activities
• Allow them to try something new

• 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

• 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

• Asian American and Hispanic/Latino parents with Caribbean roots describe themselves as less involved
• They generally
• Provide transportation
• Provide refreshments
• Provide financial resources

• 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

Parent

Concerns

Youth

Concerns

Parent

Connections

Youth Connections

• 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

• 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

Awards

Competition

Friends

Fun

Involved

Leadership

Outdoor Adventure

Physically fit

Responsibility

Skills/survival skills

Socialize

Sports

Structured

Succeed

Teamwork

Travel/trips

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

Activities

Competition

Fun

Knowledge

Sports mentors

Venturing Age teens

Adventure

Amazing

Athletic

Community Service

Competition

Fun

Leadership skills

Survival skills

Travel

• 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

¡Atrevete! (Dare to do it)

Benefits

Competition

Diversity

Family

Good citizen

Group activity

Honor

Involvement

Learn

Prepare

Pride

Ready

Sports

Success

Team

Unity

Wholesome

• 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

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

• 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

Activities

Community service

Educational

Fun

Helpful

Leadership

Learn

Mental skills

Physical fitness

Success

Survival skills

Variety

• 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

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