Research Identifies Barriers to Reaching Multicultural Families

As noted in the 2006–2010 national strategic plan, 2006 was the "Year of Research." Last month's ProSpeak reported findings from the Hispanic/Latino American focus groups. This month, reaching Asian American and African American markets is featured. Here is an outline of major findings and ideas you can use to overcome disconnects and barriers identified in these markets.

Asian American Market

Perceptions of the Boy Scouts of America

• Overall, Asian Americans have a positive image of the Boy Scouts of America, saying that Scouts are self-reliant, good citizens, leaders, adventurous, and resourceful.
• Youths do not see the Scout as someone they would hang out with.
• Parents do not see the Scout as someone their child would hang out with or someone who would accept people from diverse backgrounds.

Disconnects With Scouting Programs

• Venturing-age youth are unaware that Venturing exists.
• Boy Scout–age youth are aware of the program, but they do not really know what Scouts do.
• Parents who are acculturated have a general awareness of Cub Scouts but are not familiar with what Cub Scouts do. Unacculturated parents (new immigrants) have low awareness of and low familiarity with Cub Scouts.
• Parents are uncertain what benefits Scouting brings to their child.
• Parents are unaware that Scouting promotes a belief in God.

Barriers to Getting Involved in Scouting

• Parents are concerned about their children losing their cultural heritage.
• Parents and youth have other time commitments.
• Parents have safety concerns with youth programs.
• Unacculturated parents do not speak English or have limited English skills.
• Youths think the uniform looks uncomfortable and the shorts are too short.
• Youths do not see others like themselves in Scouting, and few have friends who are Scouts.

Overcoming Barriers and Disconnects

• Emphasize the educational aspects of Scouting and how Scouting will contribute to their child's success.
• Highlight successful CEOs who were Scouts and how Scouting contributes to their success.
• Give parents information about the organization.
• Use terms like "physical fitness," "preparing for future success," "independence," and "values."
• Highlight safety components of the program to reassure parents.
• Show diversity in communications pieces so that youths can see themselves and their friends in Scouting.

African American Market

Perceptions of the Boy Scouts of America

• African Americans have an overall positive image of the Boy Scouts of America, saying that Scouts are all-American, honest, responsible, strong, and disciplined.
• Youths do not see the Scout as someone they would hang out with.
• Parents do not see the Scout as someone their son would hang around with or as someone who is comfortable with African Americans.

Disconnects With Scouting Programs

• Venturing-age youth are unaware that Venturing exists.
• Boy Scout–age youth are aware of the program, but they do not really know what Scouts do.
• Parents have a general awareness of Cub Scouts but are not familiar with what a Cub Scout does.
• Parents do not see the Scout as someone who has an interest in them or their son.

Barriers to Getting Involved in Scouting

• Parents are concerned about time involvement because their child participates in other activities.
• Parents are concerned about the costs associated with Scouting.
• Parents are concerned about their child's safety and need to know the leaders.
• Youths think the uniform looks uncomfortable and the shorts are too short.
• Youths do not see others like themselves in Scouting and have no friends in Scouting.
• Youths prefer activities that involve teamwork, such as team sports.
• Venturing-age youths are not interested in "extreme sports" because they see these sports as too individualistic and not team-oriented.

Overcoming Barriers and Disconnects

• When communicating with parents, use words such as "leadership," "character," "teamwork," "self-respect," and "discipline."
• Use stalwarts in the local African American community to promote the organization to parents.
• Increase credibility by allying with faith-based institutions.
• Highlight safety components of the program to reassure parents.
• Show diversity in communication pieces so youths can see themselves and their friends in Scouting.

The Merits of Marketing (marketing.scouting.org) is a resource for local councils, developed by the Marketing & Communications Division of the National Council, Boy Scouts of America.