Girl Scouts is launching a new female empowerment for-profit brand intended to uplift women ages 25 to 54. The CircleAround Powered by Girl Scouts website will launch with signature partners Verizon Business and Shutterstock, among other soon-to-be-announced brands, and will provide content about business, wellness, health, parenting, news, relationships—you name it.
The launch of CircleAround comes after a slow year for cookie sales due to the Covid-19 pandemic and the shutdown of public events, which resulted in 300,000 boxes going unsold as of this month. Revenue will come from advertising on the site and will benefit Girl Scouts of the USA.
CircleAround hopes to reach women with articles, videos and podcasts meant to support them in all aspects of life, especially after the challenging few months since the pandemic started. The site’s potential reach is bolstered by a target audience of 59 million women who have been Girl Scouts.
CircleAround COO Chris Butler said the new brand’s efforts “coincided with a gap in the digital marketplace around useful, inspiring content for women from all walks of life—from marginalized communities of color to preeminent CEOs and smaller business owners.”
Girl Scouts works to empower young girls to become educated, form healthy relationships, aid their communities and develop strong self-confidence. The organization offers programs in STEM, outdoor activities, life skills development and entrepreneurship.
“Girl Scouts has always been a place where girls from all walks of life can learn and grow together,” Butler said. “Now with CircleAround Powered by Girl Scouts, that vision is expanded to adult women nationwide.”
The creation of an inclusive content-driven site is fitting with Girl Scouts’ larger interest in social justice. The nonprofit responded to the deaths of many Black Americans, including George Floyd and Breonna Taylor, by educating their members on how to “Help Your Kids Take Action Against Racism,” including activities all age groups can engage in, such as writing letters to elected representatives, connecting with antiracism groups and learning from change makers.