Multicultural Marketing News May 2023
May is Asian Pacific American Heritage Month
Meet the Experts in Marketing to the Asian American Consumer:
- AAAZA, Inc.
- Admerasia, Inc.
- Collage Group
- Ethnic Technologies
- Horowitz Research
- Lighthouse List Co.
- MIKADO International
- My Code Media
- ASB Communications and Diwali at Times Square
Meet the Experts in Marketing to the Asian American Consumer
Asian Americans are the fastest-growing racial or ethnic group in the U.S. infusing cultural trends in our food, fashion, music and more. Yet many brands are missing out on the opportunity to connect with this growing influential and powerful consumer. Asian American voices are growing louder and stronger. They are seeking brands that show an understanding of their diversity and contributions within this community. All American A to Z Agency (AAAZA) represents our ability to dissect and understand the cultural nuances of ethnicities across North America and beyond. We are a full-service agency with multi-cultural capabilities tapping into all platforms that include broadcast, print, interactive, social, mobile, and experiential marketing. We immerse ourselves in the markets our clients serve to create relevant, insightful messaging and creative strategies that evolve in an ever-changing environment.
ADMERASIA is a full-service agency & a lot more. Our dynamic solutions, which include marketing, strategy, creative, and media, are founded on Three Pillars of Connection: Asian Americans & Asians & Americans. This Asian Pacific American Heritage Month, we are proud to announce two distinct collaborations. We partnered with Make Us Visible and co-produced Make Us Visible: A Coloring Book of Asian American Pioneers. This coloring book will be distributed to children nationwide, advocating for Asian American history to be taught in K-12 schools. In addition, ADMERASIA will sponsor the Asian Creative Festival May 20–21, an event hosted by Asian Creative Network where thousands of Asian American creative professionals over a range of industries, including entertainment, design, media, etc., will gather. These are just two of many impactful campaigns unfolding from ADMERASIA. We proudly work with multiple Fortune 500 and local companies alike. Clients have included Moët Hennessy, State Farm, U.S. Army, Nissan, FX Networks, McDonald’s, Citi and Big Brothers Big Sisters of NYC. We are an & agency. We don’t just ad. We connect.
Identify, Deliver and Optimize Your U.S. Asian and P.I. Targeted Marketing Campaigns.
Know More about the Granularities of this Consumer Market
The Asian American market is set to continue their growth trajectory now and into the near future which represents a significant opportunity for multicultural marketers, brands and agencies alike. To tap into the massive Asian American projected purchasing power of $1.6 trillion by 2024, it is essential to understand the preferences and behaviors of this diverse consumer group. Claritas, a data-driven marketing technology company, has assembled industry-leading proprietary data sets on multicultural consumers that provide a 360-degree view of these audiences. Claritas offers a wealth of data and insights on the Asian American market that span a range of industries, from retail and telecom to fintech. We’ve helped marketers across multiple industries gain insights into demographics, shopping habits, financial behaviors, media & device consumption, technology behaviors and switching habits, and much more. In addition to working with marketers in these areas, we continue to publish a variety of thought leadership free to the marketing community including annual reports like our Asian American Market report that comes each May in celebration of Asian/Pacific American Heritage Month. All these insights have been developed to help marketers better understand and better engage the Asian American market, and we take it a step further by not only helping marketers understand the Asian American consumer. We also help marketers know how, when, and where to engage these consumers. Through leveraging these insights and solutions, marketers can more effectively identify their ideal audiences, deliver effective multichannel campaigns, and measure the impact of those campaigns on driving conversions and improving ROI. For the most comprehensive insights into Asian American audiences, visit https://www2.claritas.com/Claritas-Multicultural-Resources-Page for a ton of invaluable resources. Tap into the lucrative Asian American market, consider Claritas’ data, insights and marketing solutions today!
As we approach Asian American Pacific Islander Heritage Month, we look forward to celebrating this impactful, fast-growing segment that possesses a rich cultural mosaic of values and passion. It’s also worth acknowledging the significant economic power of the Asian American community. By 2024, their buying power is projected to reach $1.6 trillion, and in 2022, Asian American households spent 11% more on retail annually compared to the average U.S. household.
In order to effectively connect with this diverse and dynamic segment, brands must increase their Cultural Fluency. Culturally Fluent brands use culture to resonate with all consumers, across segments, including Asian Americans and Pacific Islanders. In other words, connecting with Asian American consumers well can build halo effects towards connection with other multicultural consumers too. To honor Asian Americans and Pacific Islanders and help brands better understand, engage, and support this segment, Collage Group is hosting a webinar on May 3. This exciting presentation will highlight the top brands for this demographic, and the actions they’ve taken to become culturally fluent. Attendees can expect to gain valuable insights into Asian American consumers, learn how to resonate with them, and understand the benefits of cross-segment appeal through halo effects. Register to attend and watch it again here after May 3rd.
Ethnic Technologies® is the global leader in multicultural marketing, digital applications, research, data enhancements and analysis. The Ethnicenter from Ethnic Technologies is the result of over 40 years of continuous multicultural, religious and language preference research. E-Tech’s multicultural and language preference selects repeatedly outperform the competition in accuracy and response rates. Whether in digital applications, mailing, telemarketing or email campaigns, the E-Tech® data achieves excellent results.
Recognizing the U.S. Asian American Pacific Islander Diaspora Through Meaningful Storytelling
Marketing content targeting Asian American Pacific Islander (AAPI) consumers is more effective when reflective of the group’s rich diversity. The U.S. AAPI diaspora is diverse and complex. It encompasses people from all parts of Asia as well as the Pacific Islands. At almost 19 million strong (about the population of New York), AAPI is nearly 7% of the United States population, wielding over $1.7 trillion in buying power. AAPI presence in popular culture has grown; In 2023, Michelle Yeoh became the first Asian woman to win an Oscar for Best Actress for her role in “Everything Everywhere All at Once,” highlighting the value of their stories. Despite their success, accurate representation of the AAPI diaspora in advertising has been lacking. They are instead often portrayed as one-dimensional in ways that uphold stereotypes. Including AAPI subject matter experts with authentic connections to the diaspora ensures authentic, nuanced representation of this segment in advertising which will deliver content that resonates in the heart and minds of these consumers. Contact: Mark Revermann, Vice President of Business Integration, email@example.com.
Media Representation Matters Across All Asian American Cultures
“As we have written before, the media plays a critical role in the way people see themselves and others in society. Asian American and Pacific Islander Heritage Month, coming up now in May, is an opportunity for media companies to assess whether their content and marketing efforts are inclusive of all Asian American cultures. While 4 in 10 (39%) Asian consumers feel they are seeing more nuanced portrayals of Asian characters and communities, another 4 in 10 (43%) feel they are seeing the same amount or less, according to our FOCUS Asian: Consumer Engagement 2022 report. Similarly, when it comes to advertising, Asian consumers are less likely to feel that brands are going out of their way to market and advertise to them, compared to their Black and Latinx counterparts. To gain the trust and loyalty of this diverse and nuanced audience and fill these content gaps, there’s a growing need for storytelling that shares the histories and cultures of the diversity of Asian experiences.” — Adriana Waterston, Chief Revenue Officer and Insights and Strategy Lead at Horowitz Research, firstname.lastname@example.org, 914-834-5999
If you are looking to market to Asian Americans, you’ll need accurate marketing data for your campaign. Thanks to our triple lock approach to data accuracy, with Lighthouse you can be sure you’re working with exceptional data – independent data evaluator, Truthset, has said so. Our comprehensive data verification process ensures we provide our clients with the most accurate data on the market to be used in high-performing campaigns that convert. Our data is also multi-channel and can be used across direct mail, telemarketing, email, display, social, mobile, CTV, digital audio, gaming and other digital channels. Choose from our on-demand audiences or have us build you a custom audience for your exclusive use. Speak to us today about your data needs on +1 (800) 684-2180.
MIKADO International is a culture-first advertising agency that strives to create a world more connected. Through opportunity analysis, research, and market planning, we explore the intersection between creativity and effectiveness, helping brands to effectively cater to underserved and fragmented cultural and/or religious communities with unparalleled expertise. Our client portfolio includes brands such as Xfinity/Comcast, Unilever, Dove, Lipton and Knorr. Enriched with people from all walks of life, minority and woman-owned, polycultural and inclusive, we not only understand the new mainstream, we are the new mainstream.
A Code is the digital media solutions platform powered by My Code Media. We partner with brands & publishers to deliver authentic, nuanced messaging and content to the Asian American and Pacific Islander (AAPI) community. Our unity of proprietary data intelligence, custom creative, and multicultural expertise enable brands & publishers to reach and engage with the fastest growing and most diverse consumer in the United States. To learn more about A Code audiences and also the My Code network, please visit https://mycodemedia.com/audiences/
ASB Communications and Diwali at Times Square
Diwali at Times Square 2023 celebrates ‘Diversity, Equity, and Inclusion’
Greetings from ASB Communications and Diwali at Times Square. In the month of May, we celebrate the rich and diverse cultures and traditions and recognize the contributions, history, culture, and achievements of the diverse Asian Americans. Our organizations ASB Communications and EventGuru Worldwide, have been celebrating the diverse culture and traditions of South Asians and Indo-Caribbeans at the center of the universe Times Square since 2013. This year in October, Diwali at Times Square organization is celebrating ‘Diversity, Equity, and Inclusion’ and highlighting the message of Diwali: Dispel the inner darkness through the light of knowledge.
• We celebrate India and America’s diversity by inviting performers of different backgrounds to Times Square.
• Showing that we are different people but are similar culturally. Music has no boundaries.
• Diversity is not just about color, race, age, or gender. It is about acceptance of both individuality and plurality in all its forms.
• Diwali illuminates houses and hearts and spreads the message of love, knowledge, friendship, and togetherness.
• We are committed to removing conscious and subconscious bias, where we recognize talent and accept representation.
Join us on October 27-28,2023, and be part of this historic and diverse festival.
To learn more, contact us today!
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June 2023 Newsletters
June is LGBTQ Pride Month
Deadline for reservations: May 22nd
Deadline for copy May 30th
Save the Dates for Key 2023 Multicultural & Diversity Conferences + events
Deadline for reservations: May 22nd
Deadline for copy May 30th
About This Newsletter
Multicultural Marketing News (MMRNews), is a free e-mail newsletter published by Multicultural Marketing Resources, Inc. (MMR) and sent to +9000 subscribers. For a free subscription, sign up here.