The Brief

Scouts Australia is the nation’s largest youth organisation with a membership of 52,000 youth members. For the first time in three decades, Scouts sought to redevelop its youth program. We were tasked with gathering insights that would ensure the values of Scouts Australia connected with those of 21st century Australia.

The Work

We conducted nation-wide research to understand the needs and desires of Australian families, identify the challenges Scouts faces today and test member assumptions. Focus group discussions were held with current and former Scouting members and their parents to understand changes needed in the program. Results were tested in a study of 1,078 Australian parents and compared with the insights gained from 1,858 Scouts parents. Demographic and social trends scoping on Generation Z and Alpha overlayed these market insights.

“One chief commissioner suggested this is the best research we have ever completed. Your work has assisted in giving credibility to the Youth Program Review and strengthening the belief of others for the need to have the YPR.”

Results & Deliverables

The McCrindle team visualised and presented the results of all three phases at national and state executive meetings to engage key stakeholders with the strategic changes required to shape the new Scouts program. The results have informed to the development of the new Scouts program, which is being further refined and piloted across the Scouts movement.