Captivate Asian Americans with Authentic Brand Engagement

This blog and download include a small sample of the deep cultural intelligence available to our members. Contact us to learn how you can unlock access to our cultural intelligence engine.

Asian Americans are influential in all aspects of social, cultural, and business leadership. This important and diverse community possesses a $1.4 trillion dollar purchasing power, accounting for the highest income and fastest growth in buying power by race and ethnicity. But many advertisers are missing the mark in their portrayals of this powerful consumer segment – only about half of Asian Americans say they’re satisfied with portrayals of their race and ethnicity in advertising.

Representation alone is not enough to make your campaigns and messages stick. Brands today must evolve to effectively engage Asian Americans around the themes and issues that matter to them most. Our latest study, updated for 2024 with trended data, explores key areas of our consumer fundamentals research to help your brand authentically connect with Asian Americans.

What’s New in 2024:

Asian Americans are increasingly prioritizing greater personal connection. While resonance with most cultural statements remained unchanged over the past two years, Asian Americans’ desire for deeper personal connection grew as a priority this year. The rise in Family Focus, Community-Seeking, and Relational attitudes among Asian Americans, as is the rise in all the statements in the Mindfully Connected Group Trait is a sign of the momentum-building cultural shift.

The Big Picture

1. Asian Americans want their uniqueness to shine. Individual personality traits, country of origin, gender, and sexuality all impact their identity and how they want to be portrayed by brands.
2. Self-awareness and well-being are more important than ever to Asian Americans. This heightened awareness creates deeper personal connections that boost the segment’s optimistic outlook on life while simultaneously keeping them grounded.

Key Insight #1: Cultural Duality Group Trait

Know This:

Asian Americans feel a strong personal connection and pride towards both their Asian and American identities. They embrace the complexity of these two identities through creative outlets.

Do This:

Create a platform for Asian Americans to tell their own stories about their cultural identities with pride.

Key Insight #2: Discerning Group Trait

Know This:

Asian Americans are thoughtful individuals, prioritizing planning and preparation as well as expert advice when making a decision.

Do This:

Build trust by teaming up with industry professionals that will endorse your brand’s products and services.

The world’s leading brands turn to Collage Group to build trust with this critical consumer segment and more. Contact us for additional studies on how to connect with Asian American consumers, and to learn how to make your brand a winner with high-growth segments.

The life of American consumers today seems to have only one constant – change. To keep up with these changes, we provide our members timely and relevant learnings they can use to fine-tune their multicultural consumer research and marketing strategies.

1. Consumer demographics, cultural values, and passion points (Multicultural Essentials)

2. Consumer attitudes and behaviors within specific categories (Category Essentials)

3. Consumer perceptions of individual brands and advertisements (CultureRate:Brand and CultureRate:Ad)

Understanding this second level – how diverse consumer segments approach the industries relevant to you – is the focus of Collage Group’s Category Essentials reports.

These biannual reports provide a high-level view of the category-specific trade-offs and considerations facing today’s consumers.  They contextualize what you learn about America’s major consumer segments in the Multicultural Essentials by placing these segments within specific industries and categories. The reports’ category-specific coverage also provides insight that can help you better understand how your Brands and Ads are doing as revealed by your CultureRate:Brand and CultureRate:Ad reports. 

Through Collage’s consumer-level expertise and the input we receive from members on issues of high priority, we develop the insights you need to understand key similarities and differences across multicultural segments. Equipped with these insights, you will be able to better navigate topics of interest and importance for your category and target consumers.  We plan on revising all Category Essentials decks twice every year.

Collage Group members can exclusively access full webinar replays and more in-depth Category Essentials materials for the following categories:

• Food & Beverage
• QSR
• Alcoholic Beverages
• Media
• Telecom

To learn more about our multicultural consumer category research, fill out the form below.

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