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Brief Published: 6 Sep 2018

Girlguiding Overhaul Reflects Gen Z Interests

Girlguiding has launched new interest badges

Girlguiding, the UK's largest female-only youth charity, has introduced new 'interests' badges for subjects including construction, conscious consumption and astronomy. The new badges are part of the biggest overhaul the organisation has undergone in more than 100 years, reflecting a "new programme for every girl".

Throughout Girlguiding's long history, its young members have earned badges by dedicating themselves to activities and interests, which historically centred around tasks such as cooking and sewing. In an attempt to move away from an emphasis on domestic life and traditionally gendered activities, the new badges reframe skills to appeal to Gen Z Girl Guides. For example, sewing skills are now part of the Craftivism badge, which shifts focus onto how the skill can be used to advocate for social change.

The badges have been redesigned to be more inclusive. Previously, the Dancing badge depicted an able-bodied girl, whereas the new version features footprints and musical notes to include Girl Guides of all abilities. They also acknowledge new skillsets that have emerged with the proliferation of social media, including badges for Vlogging and Personal Brand. This demonstrates Girlguiding's understanding of Gen Z (now aged nine to 23), who spend an average of over 15 hours a week online (Ofcom, 2017).

Meanwhile, the Saver badge reflects Gen Z's financial awareness. Eighty-five per cent of this generation believe saving money is important to achieving their life goals, and the badge recognises and rewards good saving practices (Charles Schwab, 2018).

Brands and organisations looking to connect with Gen Z should follow Girlguiding's lead by embracing and celebrating the diversity of Gen Z culture. For advice on how to do this, see Speaking Gen Z's Language.