Perception

Getting Scouts seen in a positive light is vital to so many things – not least attracting new volunteers. When we’re seen to be playing our part and using our skills to help others, public trust in us rises.

That’s why big moments like Scouts supporting the Lying-in-State, the Coronation and the Big Help Out really count. They shift the dial and change minds about Scouts. Between 2022-3, we’ve had over 23,000 pieces of media coverage and every UK adult had 87 opportunities to view.

Our focus

We keep track of public perception of Scouts each year, and the good news is that trust relevance and the perception that we’re open to all have both risen from last year. Today, 70% of UK adults trust Scouts (YouGov, 2023) and 83% believe we give young people skills useful in later life.

This was also underlined by the Demos report published in 2023, which highlighted how extra-curricular activities like Scouts help young people gain the skills they need for life and work – especially in this age of AI. More than half young people polled said the teamwork and leadership skills they learned in Scouts has helped in their careers.

We’ve proud to be shortlisted for PR Team of the Year and Social Media Presence of the Year (in the Charity Times Awards 2003) and Communications Team of the Year.(in the Third Sector Awards 2023)

Once again, our ambassador team and Chief Scout have played a key role again year. From publicly launching the Big Help Out to supporting recruitment and saying thank you to volunteers, they help get us seen and heard when it matters.

Looking forward

We will continue to share inspiring stories, particularly from underrepresented communities, support volunteer recruitment while reviewing what we wear – which forms a key part of how we’re perceived by adults and young people