“While Asian American influence and representation has been growing, it is clear that more needs to be done, as Asian Americans believe most brands do not accurately represent Asian American culture and, more importantly, express a concern over their personal safety. With this in mind, brands must step up and help meet this cohort’s desire for more brand support and accurate representation. The brands who can offer this will be rewarded in sales, goodwill and future consumer loyalty. Doing so in an authentic way requires brands to understand the influence that Asian American culture has on individual consumer identity and community. For example, the fact that Asian American culture plays a large role in the foods consumed by this group presents brands in the food space with opportunity to increase authentic Asian offerings to improve inclusivity and connect emotionally with this group.”
– Klaudia Kondakciu, Consumers and Cultures Analyst

Key issues covered in this Report

  • The impact of culture and heritage on identity and broader life areas
  • The influence of culture and heritage on social networks
  • Perceived representation and expectations of brands

Table of Contents

  1. 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

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