Public Relations and Marketing to Asian American Consumers

When marketing and employing public relations to reach Asian Americans, there are many generational and in-culture psychographics that need to be known.  While Asian immigrants are generally best reached through in-language media, other  Asian Americans are effectively reached by marketing to them in English but in culture.  This differs markedly from attempting marketing campaigns which treat acculturated Asian Americans as if they are members of the General Population. 

Native born Asian Americans have a complex history and over two centuries of social and historical experiences that both bind them together psychologically as a group.  They also have shared experiences that have different markers based upon ancestry, geographical locale, and generational cohort.  Reaching older generations is not done through in-language marketing.  Our marketing case studies discuss solutions for reaching one of the nation's fastest growing populations.  Whether you are Asian Pacific American seeking to market to other Asian Americans,  or you are a company interested in increasing sales revenues and want to reach this fast growing and youthful market, Cultural Marketing Public Relations can help you.

Why is marketing to Asian Americans important for your business?  Did you know that according to the year 2000 Census Bureau estimates, Asian Americans and Pacific Islanders in the United States are generally better educated, and more likely to fall into upper income brackets than the average American?  According to the Selig Center for Economic Growth, Asian American buying power will more than quintuple from 2000 Census projections, climbing to an estimated $752 billion by 2013.

Asian Americans have accounted for the fastest increase in buying power from 1990 to 2008, at 337 percent.  At $509 billion in 2008, the Asian American market is larger than the entire economies of all but thirteen nations, and is larger than the GDP of Sweden. 

Asian Americans as a group are better educated than the average Americans, and therefore Asians hold many top level jobs in management or professional specialties.  The Asian population is growing more rapidly than the total population, also in part due to immigration.