The Boy Scouts of America, an institution deeply entrenched in American youth culture for more than a century, is undergoing a significant transformation with a major rebranding announcement. The organisation has unveiled its new name, Scouting America, signifying a departure from its traditional identity and a strong commitment to inclusivity.

This pivotal change follows the recent decision to open its doors to girls and gay youths, reflecting a broader societal shift towards diversity and equality. The announcement was made during the organisation’s annual meeting in Florida on Tuesday, amidst financial challenges, declining membership, and a series of sexual abuse allegations.

Roger Krone, president and CEO of the organisation, emphasised the importance of welcoming all youth into their programs in the coming years. He sees the rebranding as a proactive step towards revitalisation and growth, aiming to attract a new generation of scouts while maintaining the organisation’s core values.

The rebranding is set to take effect on February 8, 2025, coinciding with the 115th anniversary of Scouting America. This move builds upon previous milestones, such as the acceptance of gay youth in 2013 and the inclusion of girls in Cub Scouts and Scouts BSA in recent years. Notably, over 6,000 girls have achieved the prestigious rank of Eagle Scout.

While the name change has faced criticism on social media, with figures like Senator Ted Cruz expressing concerns about the exclusion of boys, it’s essential to clarify that Scouting America remains open to all genders. Despite the backlash, supporters view the rebranding as a necessary adaptation to ensure the organization’s relevance in contemporary society.

As Scouting America charts its course for the future, the hope is that it continues to provide enriching experiences for children across the United States while fostering a sense of belonging and inclusivity for all.