Its first rebrand came after the first world war. To be appealing the organisation had to change, and it has kept evolving ever since. The pressure to stay relevant continues
In the same year as that rally, leaders of the Scouts announced the invention of Girlguiding, a “sister organisation” that would prioritise “womanliness”. The first set of girl-only badges, which members earn after completing tasks, included “Florist” and “Needlewoman”. One disgruntled recruit, originally a Scout, complained that becoming a Girl Guide had sucked the fun out of it all, for she had been forced to become “respectable”.
To be appealing the organisation had to change, and it has kept evolving ever since. Its first rebrand came after the first world war, when older Girl Guides served as couriers for5, an intelligence agency, and worked in munitions factories . The latest is a multi-year overhaul: a new brand purpose and logo were launched in March; fresh uniforms are on the way.
The most obvious markers of change are Girlguiding’s proliferating badges—what Professor Sarah Mills of Loughborough University refers to as a “fabric record”. After the first world war, the introduction of badges like “Sportswoman” encouraged girls to try new sports and outdoor activities. The current rebrand has brought the launch of new badges such as “Conscious Consumer” and “Healthy Mind”, which are more focused on introspective development.
The pressure to stay relevant continues. Since 2007 the Scouts have officially allowed girls to join all of their groups. Membership of Girlguiding has been dropping: it had 290,500 members in Britain at the end of 2022, down from 730,000 in the 1990s. But “they survive by being flexible enough to adapt,” says Professor Tammy Proctor of Utah State University, an expert in Girlguiding history.
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