Scouting and Girl Guides in the United Kingdom are undergoing major identity redesigns that include plenty of self-reflection for the organizations themselves.
From a recent Design Week article: “For organisations that have long traded on tradition and heritage, modernising has been no easy feat— so why undertake the task? At its core, the mission seeks to broaden the organisation’s beyond public expectation.
“Chris James, head of brand at the Scouts says: ‘We could quite happily have concentrated on attracting the children of former Scouts, and then attracting their children’s children, and so on—but to do this would be to ignore huge communities who don’t have a family history of Scouting.”
https://www.designweek.co.uk/issues/18-24-november-2019/design-modern-scouts-girlguiding/