According to the Pew Research Center, the U.S. Asian population is projected to reach 46 million by 2060, making them the nation’s largest immigrant group. Within the large Asian American and Pacific Islander (AAPI) group, there are several different nationalities, backgrounds and cultures. As such each group needs to be spoken to in a specific manner that resonates with their values and beliefs.
The Asian American and Pacific Islander (AAPI) community in the U.S. will control $1.3 trillion of spending power in 2022 (Source: Nielsen). This presents a huge opportunity for brands to connect with these audiences authentically and earn their loyalty. How can brands stay away from tokenism and ensure the multi-dimensional nature of the cultures in this group are accurately represented? How do different languages factor into media decisions? In celebration of Asian American and Pacific Islander Heritage Month, we held a webinar to discuss these topics and more.
Register to watch this webinar on-demand.