US Marketing to Asian Millennials Report 2023
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This report reviews the Asian Millennial consumer in the US. Consumer preferences, market drivers, and marketing gaps/strategies are revealed in this report. Below, we’ve summarised the key areas covered and offer handpicked insights from the report itself.
Millennials are currently ages 27-43 and make up 22.9% of the US population. They are in a variety of life stages, including establishing themselves in their careers, buying homes, and starting families. Marketers should take a nuanced approach to connect with Millennials, as Younger and Older Millennials have different needs and Millennials are racially and ethnically diverse.
Asian Americans have been underrepresented in media and advertising for many years, and a 2023 study found that hate crimes against the AAPI community had doubled from 2019 to 2020. However, the situation is starting to change, thanks in part to the huge fandom around Korean music and increased accessibility of Asian content through streaming systems.
To address the issue of Asian representation, brands need to feature authentic portrayals of Asian Americans that reflect the diversity of their experiences.
P&G’s “The Name” campaign paved the way by inviting viewers to share their names and stories on a microsite, which was then used to create a tool to ensure proper pronunciation of names. The campaign has continued to receive recognition and has been credited to a host of Asian creators who inspired and shaped it.
For a complete analysis of marketing opportunities available to brands, buy the full report. Alternatively, you may want to browse our Asian American Beauty Consumer Report or Marketing to Asian Moms Report.
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This report, written by Carol Wong-Li, a leading consumer and culture analyst, discusses opportunities to market to Asian Millennials with this in-depth report.
Asian Millennials have influence beyond their numbers, thanks to their high income and education levels and growing cultural clout. However, this audience is far more complex than it seems, with numerous languages, cultures and socioeconomic factors at play. With Asians all too often left unrepresented, targeted, authentic campaigns can help capture their loyalty.
Carol Wong-Li
Director, Consumers & Culture
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Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.