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The Asian American and Native Hawaiian/Pacific Islander (AANHPI) audience is among the most influential market segments in the U.S. Even though the community accounts for under one-tenth of the country’s population, it has nearly doubled between 2000 and 2019 and is projected to become the largest population cohort by 2060, according to The Brookings Institute. In addition to their rapid growth, this audience’s purchasing power rose 314% in the last 20 years, outpacing other ethnic or racial groups. But based on Intelligence Center’s 2022 AANHPI Consumer Fact Pack, only 3 out of 10 AANHPI adults say that companies understand them very well, which indicates that brands have an opportunity to build stronger relationships with a growing market.

Successfully Connecting with AANHPI Consumers

To successfully engage with the AANHPI audience, it is necessary to demonstrate a nuanced understanding of their customs and identity. Knowing what motivates the community is essential to creating content and marketing campaigns that resonate with them. In order to build ongoing authentic connections, it’s critical to understand how culturally relevant creatives influence their behavior. In addition, marketers have to recognize the importance of consistency and building meaningful long-term relationships by being present during significant cultural moments throughout the year.  

Leveraging Cultural Insights to Drive Engagement

Brands should lean into solutions-based tactics that lead with cultural data insights, community partnerships and year-long engagement. If you’re a food industry brand, connect with AANHPI audiences by focusing on the meals and spices that have cultural meaning to their culture. If you’re a clothing brand, incorporate traditional designs into your marketing campaign, while steering clear of stereotypes. Campaigns should authentically celebrate the diversity that exists within AANHPI cultures and their impact on mainstream trends.

Brands can also connect further with this audience by presenting diverse talent in their ads. This type of creative is 45% more compelling to AANHPI adults because they enable these audiences to relate to multicultural, multilingual and multigenerational individuals featured in the campaign. The AANHPI audience is 2.8 times more likely than non-multicultural adults to say they want to identify with people represented in “mainstream” creative and 2.9 times more likely to say that “mainstream” creative needs more diversity. In addition, 7 out of 10 AANHPI adults state that brands motivate them to use, buy or consider their products and services when they feel understood, based on Intelligence Center’s findings.

Building Long-Term Relationships with a Growing Audience 

There is vast untapped potential to connect with AANHPI audiences. Marketers need to use culturally nuanced insights like those provided by Intelligence Center from My Code to create campaigns and content that resonate with them and allow them to establish meaningful relationships. Applying these concepts correctly makes it possible for audiences to connect with a brand’s messaging.

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