Scouting's Real Crisis Is Not Marketing. It Is Decades of Neglect.

When the Boy Scouts of America, recently rebranded as Scouting America, gathers in Dallas May 11-15 for its National Annual Meeting, its leaders will confront a crisis that messaging cannot solve. At the end of 2025, the organization’s market share sank to about 1.25 percent of American youth, the lowest since about 1923. The organization...