Top Brands for Asian American Consumers: Lessons from Marketing Leaders

Do you know the brands who are most effective at resonating with Asian American consumers and the tactics they’ve used to achieve that success? Discover how these frontrunners harness a profound understanding of the principles and self-perceptions of Asian American consumers to forge captivating initiatives that drive brand love.

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May 23, 2024
Sudipti Kumar – Director, Cultural Insights

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At Collage, we measure cultural fluency by gauging consumer sentiment across six key dimensions: Relevance, Fit, Memories, Trust, Advocacy, and Values. These dimensions are weighed and combined to create the Brand Cultural Fluency Quotient (B-CFQ) score. The B-CFQ score gives our members crucial insights into their brand’s resonance across different consumer segments and strategies for improvement.

Our latest research has identified the top brands for Asian American consumers based on average B-CFQ score and then deep dives into three brands that perform uniquely well with the segment compared to non-Asians:

Apple, Coursera, and Spam.

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The Big Picture

Top brands celebrate Asian Americans’ cultural heritage and prioritize innovation.

What Surprised Us:

As a global leader in the technology space, you would think that Apple is highly resonant across race and ethnicity. However, Apple is uniquely resonant with Asian Americans. Apple ranks 19th for Asian Americans and is a whopping 139 rank places lower for non-Asian consumers. Its trifecta of championing AAPI cultural heritage, product ingenuity, and global engagement and trust earn the brand high praise from Asian Americans.

Why It Matters

Brands that demonstrate a nuanced understanding and celebration of AAPI cultural heritage and position themselves as inventive will resonate deeply with Asian Americans. They also appeal more broadly to other consumer groups – Hispanics, LGBTQ+ people, and Gen Z in particular – through Halo Effects.

The world’s leading brands turn to Collage Group to build trust with this critical consumer segment and more. Contact us below for additional studies on how to connect with Asian American consumers, and to learn how to make your brand a winner with high-growth segments.

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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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