Reaching America’s Next Multicultural Generation

Reaching America’s Next Multicultural Generation Prepared for the Boy Scouts of America

Research Methodology A total of 25 focus groups were conducted in four markets: Los Angeles Chicago Houston New York City A minimum of eight participants were recruited for each group. In some cases, 10 or 11 participants were recruited per session.

Awareness of the Boy Scout Programs Across all groups, not a single participant was aware of, or had heard of, Venturing. However, participants reacted very favorably toward the organization concept. Awareness of Cub Scouts is generally high among all groups except first-generation immigrant groups. However, knowledge based on firsthand experience, is low among acculturated Hispanic/Latino Americans and Asian Americans. Basic awareness of Boy Scouts is high among all segments. Even many immigrant, first-generation participants recalled the presence of Boy Scouts in their native countries—including Mexico, Korea, Taiwan, and Colombia. While awareness is generally high, knowledge varies between groups.

Reactions to Venturing Venturing-age teens were asked to comment about the Venturing program after being given the following information: Venturing is a program that has activities such as rock climbing, horseback riding, water sports, shooting sports, and arts/hobbies. Teens learn new skills from adult mentors who are experts in their fields. The program is offered by the Boy Scouts of America to both men and women who are 14 (and have completed the eighth grade) through 20 years of age.

“I wish my school organized this kind of stuff—that’s the kind of thing I would like to do. I’m not sure if my parents would be into it, but I want to try those things since I’ve never done them before.” Hispanic/Latino American Venturing-age teen, LA

“To be honest, I think it sounds boring. I prefer regular sports. With regular sports, you have fans and people supporting you—the whole school’s into it. But you don’t get that with just rock climbing. It’s cool, but it’s just not for me.” Black/African American Venturing-age teen, Houston

“It sounds like so much fun, I would definitely join. Normally, my parents wouldn’t allow me to do things like rock climbing or go shooting, but if it was under an organization like this, then maybe they would.’’ Asian American Venturing-age teen, Houston

Reactions to Venturing Concept • Hispanic/Latino American • Something new that they have never tried before—would love to do it and learn how to do it. • Regarded positively. • Positive feature. • Positive feature—because parents know there is adult supervision. • Some would join on their own, but many would prefer to join with their friends. • Asian American • Something they’ve always wanted to try but never had opportunity—would relish the prospect of learning. • Regarded positively. • Positive feature—”Of course, we’re all going through puberty!” • Positive feature—because parents want to see adult supervision and youth want to learn new skills. • Many would join on their own and then ask their friends to participate. Also want to join to make new friends. • Black/African American • Considered white/Caucasian, individualistic, would at least attempt once but not engage the same way as traditional sports. • Regarded positively—especially in a team setting. • Good—but would want to learn activity first to avoid embarrassment with opposite sex. • Positive feature—because they want to learn new skills. • Most would want to join along with their friends or to know their friends are already part of it. • Extreme Sports • Competition • Coed Aspect • Adult Mentorship • Preference in Joining the Organization

Views on Leadership Many Black/African American youth aspire to become leaders and want to learn leadership skills. Black/African American leaders they admire include: Martin Luther King Jr., Rosa Parks, Michael Jordan, and Tracy McGrady.

Learning Skills From Mentors Many teens want role models in their lives who are knowledgeable, respectable, and young enough to relate to them. Moreover, they hope to learn something fun from mentors.

The Boy Scouts of America: Brand Perceptions This image was most often selected as the most appealing Scouting ad.

Additional BSA Brand Perceptions What image best captures your impressions and feelings of the BSA?

Black/African American Venturing-age: BSA Brand Attribute Ratings Middle Ratings Ethical Adventurous Is comfortable with black/African Americans Fair Approachable Accepts my friends Worth spending time with Top Ratings Leader Truthful Is someone I can trust Cheerful Friendly toward black/African Americans Competitive Accepts people of diverse backgrounds Bottom Ratings Service to others Is fun to be around Is someone I can see myself hanging out with Is someone I feel safe being around Is cool to be around Teaching others Easy to be around Note: Rating boxes are based on average scores assigned to each attribute. In general, all scores are broken down by the top-third, middle-third, and bottom-third for each group—except in the case of tied attribute scores, which are aggregated together.

Hispanic/Latino American Venturing-age: BSA Brand Attribute Ratings Middle Ratings Is someone I could trust Leader Teaching others Service to others Easy to be around Is someone I feel safe being around Top Ratings Adventurous Fun to be around Is cool to be around Truthful Is someone I can see myself hanging out with Accepts my friends Worth spending time with Bottom Ratings Accepts people of diverse backgrounds Fair Friendly toward Hispanic/Latino Americans Approachable Ethical Note: Rating boxes are based on average scores assigned to each attribute. In general, all scores are broken down by the top-third, middle-third, and bottom-third for each group—except in the case of tied attribute scores, which are aggregated together.

Asian American Venturing-age: BSA Brand Attribute Ratings Middle Ratings Leader Teaching others Easy to be around Fun to be around Truthful Top Ratings Adventurous Fair Is comfortable with Asian Americans Accepts people of diverse backgrounds Friendly toward Asian Americans Bottom Ratings Service to others Approachable Is cool to be around Ethical Is someone I can see myself hanging out with Note: Rating boxes are based on average scores assigned to each attribute. In general, all scores are broken down by the top-third, middle-third, and bottom-third for each group—except in the case of tied attribute scores, which are aggregated together.

Keys to Reaching Ethnic Markets The Hispanic/Latino American Market • Endear Yourself to the Parents • Like blacks/African Americans, Hispanic/Latino American parents already have many favorable impressions about the Boy Scouts of America. However, the key challenge is enlisting their participation and involvement—and empowering them in key decision making. While recognition may be strong, there is no substantive emotional connection to the organization. • To effectively recruit Hispanic/Latino American parents, more information about the organization’s activities and structure should be disseminated to inform them about policies, safety, and fiscal matters. • Programs can be emphasized that capitalize on Hispanic/Latino American households’ natural proclivity toward family involvement and fun recreation, matching the activities and environment to the cultural roots and market. • For youth and teens, key message points should focus on adventure, fun, and choices of new things to try.

Keys to Reaching Ethnic Markets The Hispanic/Latino American Market Advertise Scouting in the Hispanic/Latino community. Use messaging related to fun activities and the values taught through Scouting. Provide parents with information about Scouting. Promote fun activities that have high appeal to youth, such as travel and extreme sports. Hispanic/Latino American parents trust friends, family, authority figures, sports stars, and actors as spokespeople for Scouting in their community.

Keys to Reaching Ethnic Markets The Asian American Market • Many Asian parents have greater difficulty perceiving the concrete, residual benefits of Scouting—especially as it competes with so many other activities. An emphasis should be placed on the long-term social and career benefits that the Boy Scouts offers—highlighting examples of successful CEOs who were former Boy Scouts, for instance, should be paramount. • The organization should also strive to make itself better known in the Asian community—a substantial knowledge gap exists about what the organization does. Security and safety must also be emphasized as well. • For youth and teens, many are already predisposed toward the activities. Once parents are won over and credibility is established, many would relish the activities they would not have a chance to do otherwise.

Keys to Reaching Ethnic Markets The Asian American Market Address parent time constraint issues. Allow for flexible scheduling of Venturing activities. Asian American parents trust other parents, opinion-leaders in their community, or friends as spokespeople for Scouting. Asian American Venturing-age youth would trust teachers, funny characters, and real people as spokespeople for Scouting. Address parent’s safety concerns. Promote how Scouting will help parents spend more time with their children. This is especially important among black/African American parents and Hispanic/Latino American parents with Central and South American roots.

Marketing Messages to Reach Ethnic Markets Concepts Hispanic/Latino Americans Would Build Messages Around Venturing-age Teens Helps you in school

Marketing Messages to Reach Ethnic Markets Concepts Asian Americans Would build Messages Around Venturing-age Teens Can help you prepare for college Relaxing time

Reaching America’s Next Multicultural Generation Prepared for the Boy Scouts of America

Reaching America’s Next Multicultural Generation