AANHPI consumers—how brands can support the community beyond campaigns

When brands make an effort to celebrate Asian American and Native Hawaiian/Pacific Islander Month, it is with the good intention of recognizing and elevating the stories of people that make up this community. While there is a shared heritage that many embrace, it's crucial for brands to recognize the rich diversity within this fast-growing demographic that is hardly monolithic. “Asian American” represents diverse ethnicities, languages (more than 50), traditions and identities. At the same time, a sense of community emerges from shared experiences such as immigration journeys and cultural code-switching. Marketers must navigate this duality—acknowledging the unique experiences of each individual and each distinct community within the umbrella of “Asian American,” while recognizing themes that unify the entire group. Understanding regional variations and appreciating the rich heritage of first-generation immigrants alongside the bicultural identity of subsequent generations is key to creating content that resonates. Also read: A celebration of AANHPI creative excellence Asian Americans yearn for stories that reflect their background while connecting with the broader American audience. This desire for both representation and assimilation is a crucial factor for marketers to consider. To do so, brands must first educate and familiarize themselves with the nuances and histories of this audience, and then prioritize building genuine relationships. Here are ways that brands can bridge these gaps: Read about Ad Age’s 2024 Leading Women here Study your audience Market research matters. Don't make assumptions. Conduct targeted research to understand the specific needs and media consumption habits of your desired Asian American audience segment. Learning about each subgroup’s values, traditions and needs will drive a richer connection. Celebrate cultural moments. Lunar New Year, Ramadan, Diwali—these are just a few of the many cultural celebrations that hold significance for various Asian American communities. Integrate them into your marketing calendar to make your strategy more inclusive and authentic. Understand the importance of multilingualism. A significant portion of Asian American households speak languages other than English at home. Consider offering multilingual marketing materials to broaden your reach. Many still live in multigenerational households and are bilingual or use a mixture of languages. Food is crucial to culture. Expand your culinary horizons, especially if you are a food or food-adjacent brand. Feature global flavors that resonate with Asian American consumers, showcasing appreciation for their diverse culinary traditions. Make efforts meaningful Go beyond superficial gestures such as updating your social media avatars or throwing a new tagline on a recycled campaign. Representation is key for this community. Partner with Asian American creators who reflect the rich diversity within the group. Their voices, and connections to specific subgroups can help your brand connect more authentically. Research the values and preferences of specific Asian American subgroups so that you understand cultural nuances and avoid stereotypes. This will guide your brand in crafting messages that resonate with specific audiences, ensuring your outreach is culturally sensitive and also effective. Partner with Asian American businesses. Collaborate with established Asian American brands and smaller, Asian American-owned businesses. This demonstrates a commitment to supporting the community beyond campaigns. The bottom line is that Asian American consumers are a powerful force in the marketplace. By embracing the rich diversity within this community and fostering genuine connections, brands can unlock a wealth of opportunity. For this group, the keys to building lasting relationships are authenticity, cultural sensitivity and acknowledgment of its diverse backgrounds. Brands should begin by familiarizing themselves with their Asian American consumers through education, while also cultivating genuine connections. Ad Age Small Agency Conference & Awards Join us July 23 & 24 in Boston Learn more here

AANHPI consumers—how brands can support the community beyond campaigns

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