4 Ways Your Brand Can Connect With Asian American Audiences

Asian Americans are the fastest growing population in the United States.1 And with their buying power projected to hit $1.6T in 2024,2 you know you need to reach them with your brand messages. But do you know how? 

The fact is only 43% of Asian Americans are satisfied with their portrayal in advertising.3 Clearly, it’s time for brands to do better. Let’s dig into some data-based info and tips to help brands build relationships with Asian American audiences.

1. Know Who You’re Talking To

The world’s Asian population isn’t a monolith, and the same goes for the groups living in the U.S. The AAPI community encompasses a wide assortment of rich cultures and unique identities. There are 50 ethnic groups with a diversity of heritage and experience too vast to simplify under one label. 

A Stand-out Opportunity

From content targeting to ad development, it’s key for brands to know and understand what segment of the Asian American audience they want to reach. Rather than be overwhelmed by the diversity of this population, see the opportunity to stand out. With 52% saying ads that feature Asian Americans get their attention better than ads that don’t,3this audience is eager to see themselves represented in brand messages.

2. Celebrate Their Uniqueness

Asian Americans are pushing against stereotypes and generalization, gravitating toward messaging that doesn’t put them in a box. Themes such as respect, family, and education ring true across these communities, but taking the step to highlight unique aspects of their cultural experience can cultivate deeper resonance with these consumers.

Tap Into the Sound

Brands can connect with AAPI audiences by advertising in a culturally significant context. Music is one of the ways Asian Americans both embrace and express their cultural identities, with 57% saying they listen to East, South, or Southeast Asian music genres. And 41% like to keep a pulse on up-and-coming Asian musicians. Representation across genres is important to them, too—67% feel a sense of pride when mainstream musicians are of Asian descent.4

3. Determine the Generation

According to the 2020 census, 73% of those who identified as Asian alone were born U.S. citizens.5 That means much of the Asian American population is at least second generation. While the first generation tends to uphold traditional values, culture, and language, Asian Americans born in the U.S. are looking for ways to stay connected with their heritage more than ever. 

Music Keeps Them Connected

Brands can harness the power of music to connect with this audience. Young Asian Americans have a strong affinity for music—it’s that link to their culture and duality. Over half of those 18-34 say older traditional music makes them feel nostalgic and 58% listen to music that blends their Asian and American culture.4

4. Honor Their Fluency

Asian Americans are masters of cultural fluidity, merging American and Asian influences to celebrate their diverse heritage. They have an innate ability to navigate two separate but interconnected worlds. Over 80% consider themselves equally Asian and American, and 68% celebrate their cultural and American holidays equally.4

Balance Cultural Themes with English Delivery

Nearly two-thirds of U.S.-born Asian Americans speak only English at home,6 making messages delivered in English a good choice for advertisers. But there are still ways to show sonic diversity in audio ads. A subtle accent can be more relatable, but it should not come across as pandering. Authenticity is key, and the right voice will reach and resonate emotionally.

Another option is to incorporate culturally specific references, in which case it’s critical to know what segment of the AAPI audience you want to reach. For example, when Asian American audiences heard a culture-specific ad with references to Southeast Asian foods, there was a +8pt lift in brand preference with Southeast Asian audiences.7

Hit the Right Note

We can help you connect with Asian American audiences through audio. From Pandora and SoundCloud to SiriusXM to the #1 podcast network for reach,8 we can help brands find the right content to resonate with them.

Let’s talk.

Sources

1. “Asian Americans are the fastest-growing racial or ethnic group in the U.S.” Pew Research Center, April 9, 2021

2. Adweek Understanding Asian American Retail Consumers Report 2022 

3. Collage Group Essentials of Asian Consumers Report

4. Pandora Asian American User Study, March 2020

5. “Broad Diversity of Asian, Native Hawaiian, Pacific Islander Population,” United States Census Bureau, May 25, 2022

6. “Key facts about Asian Americans” Pew Research Center, April 29, 2021

7. Challenging the ‘One & Done’ Approach Connecting Culturally Through Digital Audio, December 2022 study from MAGNA, SXM Media, and Identity

8. Edison Podcast Metrics, U.S. Top Podcast Network by Reach Q3-Q4 2022