Drive Brand Relevance with Asian American Consumer Cultural Traits

Collage Group’s presentation, Drive Brand Relevance with Asian American Consumer Essentials, explores three areas of our consumer fundamentals research: demographics and economic opportunity, identity, and Group Traits.

Reading Time: 2 minutes

May 11, 2023
Sudipti Kumar – Associate Director

Asian American Consumers are an important U.S. segment, and their population and economic power are growing. Brands must better understand this influential consumer group to effectively engage with them through their marketing and advertising.

Read on and fill out the form for an excerpt from our
Drive Brand Relevance with Asian American Consumer Essentials presentation.

Drive Brand Relevance with Asian American Consumer Essentials - Deck Example

Our new study explores three areas of our consumer fundamentals research: demographics, identity, and Group Traits to help your brand authentically connect with Asian American consumers.

The Big Picture: Understand Asian American’s Inherent Diversity and Thoughtfulness

Asian Americans are incredibly diverse, hailing from many different countries across Asia. This results in rich diversity in languages spoken and country of origin traditions. However, their immigration history and the segment’s values create connections across sub-segments, creating a shared Asian American experience in the United States. One of these shared values is the desire to live their lives with balance – merging both their familial expectations with their own aspirations. Their thoughtfulness in pursuing balance shows up across all of their group traits.

Brands must speak to the Asian American segment's diversity

Key Insight #1: Cultural Duality

Asian Americans are a diverse group and for many, making a home in the US with strong roots abroad results in cultural complexities. They are both proud of their rich cultural heritage while maintaining patriotism to the U.S.

The Asian segment feels a strong connection to the U.S.

Do This:

Showcase how your brand can help Asian Americans navigate two cultures, and how you can help them attain the balance they are striving for.

Key Insight #2: Discerning

The Asian American segment are thoughtful in their decision making. They weigh their options before making a choice and their analytical mindset is evident in their tendency to seek expert advice.

Asian Americans' thoughtfulness shows up in how they shop - slide

Do This:

Build trust with the segment by emphasizing reviews and expert recommendations that help Asian Americans have more peace of mind.

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Sudipti Kumar

Sudipti Kumar

Sudipti is a Director of Cultural Insights on Collage Group’s Product and Content team. She is a graduate from NYU’s Stern School of Business where she studied finance and marketing, and Columbia University’s School of International and Public Affairs where she received her Masters in Public Administration. In her spare time, Sudipti enjoys reading, cooking, and learning to crochet.

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