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'21st Century Girls' Force Scouts to Evolve
Declining membership prompts massive revamp
By Ambreen Ali
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Posted Nov 30, 08 7:30 PM CST
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(Newser)
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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.