After a turbulent period marked by bankruptcy and a wave of sexual abuse claims, the Boy Scouts of America has decided to overhaul its identity, announcing that it will now be known as Scouting America. This change, aimed at fostering greater inclusivity, was unveiled at the organization’s annual meeting in Florida.

Roger Krone, the newly appointed president and CEO since last fall, emphasized the organization’s commitment to welcoming all youth in America into its programs. “In the next 100 years, we want any youth in America to feel very, very welcome to come into our programs,” Krone conveyed to The Associated Press.

Set to officially adopt its new name on February 8, 2025, coinciding with its 115th anniversary, the organization has been on a path to modernize and diversify. This includes the admission of gay youth since 2013, lifting the ban on gay adult leaders in 2015, and welcoming girls into Cub Scouts in 2018 and into its flagship Scouts BSA program in 2019.

However, this shift has not been without controversy. The name change, in particular, has sparked a backlash on social media, with critics like Republican Senator Ted Cruz lamenting the loss of the word “boy” from the organization’s title. Additionally, the move has strained relations with the Girl Scouts of the USA, leading to legal battles over recruitment and branding.

Despite these challenges, the rebranding represents a strategic effort by the Boy Scouts to reinvent itself in a rapidly changing social landscape. David Aaker, a branding expert and vice chairman of the national marketing firm Prophet, supports the change, calling it a “one-time chance to tell a new story” and a savvy move that revitalizes the conversation around the organization while staying true to its core mission.

As Scouting America prepares to navigate its future, it aims to be a welcoming space for all, reinforcing its commitment to inclusivity and community engagement. This transition is seen as an essential step in addressing past controversies and paving the way for a more inclusive and dynamic future in scouting.