'21st Century Girls' Force Scouts to Evolve

Declining membership prompts massive revamp

By Ambreen Ali, Newser User

Posted Nov 30, 2008 7:30 PM CST

(Newser) – Sporty, ambitious, and tech-savvy, the modern American girl is forcing a century-old program to change its ways, Time reports. Sagging cookie sales and plummeting membership have compelled Girl Scouts to merge councils, sell off lucrative campsites, and redefine its relevance for "21st century girls," says Mary Connell, a Girl Scout executive. "They, at the very least, want to be near a cell phone tower."

Marketing teams have even introduced Girl Scouts to execu-speak, redefining their "core business strategy" into an "outcomes-based" approach that yields greater "market share," one executive said. What does it all mean? Cookies and church basement meetings are out; technology and career seminars are in. "We have a saying—we're operating at the speed of girls," Connell says.

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Scouts Fatima Olvera, a kindergartner, plays a peek-a-boo game with other Girl Scouts in New Mexico. (AP Photo)

LOS ANGELES - MARCH 26: Actress Abigail Breslin attends a ceremony inducting her into the Girl Scouts of the USA held at 20th Century Fox Studios on March 26, 2008 in Los Angeles, California. (Getty Images)

Scouts are shunning traditional outdoor activities that isolate them from their tech-heavy lives. (AP Photo/Idaho Press-Tribune, Greg Kreller)

Today's scouts have demanding schedules that make many of the group's activities inconvenient. (Getty Images)

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It's not putting the uniform on and the cookies in front of the store anymore. The old troop model is not dead, but we've got flexible options. - Susan Swanson, Girl Scouts' VP of membership and volunteerism

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'21st Century Girls' Force Scouts to Evolve