Asian Americans’ Culture and Community 2022

Overview

• What you need to know
• Key issues covered in this Report
• Definitions
• Market context:

Executive Summary

• Top takeaways 
• Market overview 
• Opportunities and challenges
• Asian Americans’ identities are multi-faceted; brands must represent them as such
  • Figure 1: Personal connection and identity (any agree), 2022
• When marketing to younger Asian Americans, supporting the community is essential
  • Figure 2: Attitudes on closeness to the Asian American community and brand support (any agree), by generation, 2022
• Ignoring safety concerns is not an option
  • Figure 3: Attitudes toward culture, brand expectations and safety concerns, 2022
• Authentic amplification of Asian voices has the power to improve society
  • Figure 4: Attitudes toward Asian representation in media and brand advertising, 2022
• Key consumer insights
• Brands across industries can connect; those in the food space are positioned particularly well
• Community ties play a major role in the lives of Asian Americans
• Parents are particularly focused on representation

Asian Americans by the Numbers

• Asian Americans are 20 million strong and growing
  • Figure 5: Population by race and Hispanic origin, 2016-26
• Asian population growth is driven by immigration
  • Figure 6: Asian American origin groups, 2019
• Large household sizes and high marriage rates indicate familial influence
  • Figure 7: Households, by type and race and Hispanic origin, 2021
• • Figure 8: Marital status, by race and Hispanic origin, 2021
• High wealth and education levels makes Asian Americans a consumer group with high spending power
  • Figure 9: Median household income, by race and Hispanic origin of householder, 2020
  • Figure 10: Educational attainment of people aged 18 or older, by age and race and Hispanic origin, 2020

Market Factors

• Sky-high prices will impact spending habits – even for high earners
  • Figure 11: Consumer Price Index change from previous period, 2007-22
• Community-driven brands can resonate despite rising prices
• • Figure 12: AVRE Instagram posts, 2021
• Current social conditions highlight a need for more brand support for the Asian American community
  • Figure 13: Tarte Instagram post, 2021
• Asian American representation is on the rise, but still has a long way to go
  • Figure 14: New York Times Instagram post, 2022
  • Figure 15: Asian Feed Instagram post, 2022

Current Opportunities and Strategies

• Meeting the needs of Asian Americans through the lens of the Rights Trend Driver
• From start to finish, inclusivity must be a part of the entire process
• • Figure 16: KayTran Eyewear Instagram post, 2022
• Meeting the needs of Asian Americans through the lens of the Surroundings Trend Driver
• A more sustainable future for everyone can start locally
• • Figure 17: Tencent showcases initiatives to tackle climate change at #COP27, 2022
• Meeting the needs of Asian Americans through the lens of the Identity and Technology Trend Driver
• Hyper-personalization can be made possible through technology
• • Figure 18: Retail Dive Facebook post, 2022

Asian Consumers’ Culture and Community – Fast Facts

Culture, Heritage and Identity

• Identities are shaped more by life experiences, though priority is placed on maintaining Asian American culture and heritage
  • Figure 19: Personal connection and identity (any agree), 2022
• • Figure 20: Personal connection and identity, 2022
• Culture and heritage shapes outward behaviors, providing an opening for brands
  • Figure 21: Influence of Asian heritage on life aspects, 2022
• The connection between culture and food is strong
• Grocery stores have a lot to gain
• • Figure 22: Omsom Instagram posts, 2022
• Religion and culture are closely tied for South Asians
  • Figure 23: Influence of Asian heritage on life aspects, South Asians vs overall, 2022
• Incorporate spirituality without taking over identity
  • Figure 24: Netflix Instagram post, 2022
• Connect through celebrations: food and drink brands are particularly well-positioned
• • Figure 25: Coca-Cola | Follow the Bottle, 2022
• Spirituality can be an important aspect of personal wellbeing; keeping motivations in mind strengthen inclusivity
• • Figure 26: Koo Instagram post, 2022

Culture, Heritage and Community

• Heritage influences social networks
  • Figure 27: Attitudes on personal social networks (any agree), 2022
• Celebrate and help cultivate close ties
• • Figure 28: Athleta Instagram posts, 2022
• 18-44s are more likely to feel close to the Asian American community and expect more brand support
  • Figure 29: Attitudes on personal social networks and brand expectations (any agree), 18-44 vs 45+, 2022
• Millennials are particularly focused on the community … and brands’ evolvement
  • Figure 30: Attitudes on closeness to the Asian American community and brand support (any agree), by generation, 2022
• Taking a moral approach is no longer a bonus – it’s an expectation
  • Figure 31: Milk Makeup Instagram post, 2022

Representation and Expectations of Brands

• Cultural pride extends to both Asian roots and US culture
  • Figure 32: Cultural and community pride, 2022
• Pride in Asian culture translates into a hunger for more authentic representation
  • Figure 33: Attitudes toward cultural influence, brand expectations and safety concerns, 2022
• • Figure 34: Attitudes toward Asian representation in media and brand advertising, 2022
• Safety is a concern, brand action is a must
• Brand actions must be authentic
• Parents have higher expectations of brands and more likely to feel that brands are not representing well
  • Figure 35: Perceived influence on identity and attitudes toward brand support of the Asian American community (any agree), parents vs non-parents, 2022
• Brand representation is already visible to children
• • Figure 36: Pixar Turning Red Instagram post, 2022
• • Figure 37: American Girl Instagram post, 2022

Appendix – Data Sources and Abbreviations

• Data sources
• Consumer survey data
• Consumer qualitative research
• Abbreviations and terms