Last month, the Young Men’s Christian Association (YMCA) unveiled a new brand strategy to address America’s needs, as well as a name change to “the Y.” After surveying “a cross section of Americans to learn more about the most pressing issues and challenges facing their communities today,” the Y had found that only 51% of Americans were optimistic about the future while 49% were not.
“This is a very important, exciting time for the Y,” said Neil Nicoll, president and CEO of YMCA of the USA. “For 160 years, we’ve focused on changing lives for the better”¦ . People are concerned about the problems facing their communities. Like the Y, they understand that lasting change will only come about if we work together to improve our health, strengthen our families and support our neighbors. Our hope is that more people will choose to engage with the Y.”
Problems? Change? Hope? This “new brand strategy” is a puzzle. While the Y’s written mission still declares putting, “Christian principles into practice through programs,” the newly rolled-out strategy does not mention the change and hope found in Christ.