Last week, the Boy Scouts of America did something its community (and the country) never thought it would do: It rebranded without the eponymous “boys” in its name. Now known as Scouting America, the +100-year-old youth organization announced its new name as part of ongoing efforts to revitalize its brand. For years, scrutiny and scandal have damaged the business, resulting in its 2020 bankruptcy filing. It reemerged in 2023, but only after proceeding with the largest sexual abuse settlement in U.S. history: $2.46 billion. It was time for the Boy Scouts to do something about its brand, but the...

The Boy Scouts of America (BSA), which in recent years has been rocked by declining participation, a coronavirus pandemic that limited in-person gatherings, sexual abuse litigation and Chapter 11 bankruptcy restructuring for the national organization, is being rebranded. As of February 8, 2025, the Irving, Texas-based national organization will be known as Scouting America. ----- That date coincides with the 115th anniversary of the organization’s founding. The rebranding is being supported by marketing and public relations agency FleishmanHillard. The New York City-based agency has worked with the BSA intermittently for years, and was reportedly brought on as agency...

One way to think about the Boy Scouts’ recent renaming to “Scouting America” is that this is just the hopeful public relations rebranding of an already low-performing product. ----- When an organization tries to be everything to everyone, it winds up being nothing to anyone.

In a move towards rebranding and embracing inclusivity, the Boy Scouts of America announced it is changing its name to Scouting America. The change comes as the organization continues to emerge from bankruptcy and is paying out more than $2 billion to men who say they were sexually abused as scouts. Ali Rogin discussed more with Sydney Ireland, an Eagle Scout and advocate for girls in scouting.