Infographic: Asian-American Consumers Want Brands to Honestly Reflect Their Lifestyles

Audio elements like dialogue spoken in their native languages can more effectively engage this demographic

Asian-American consumers want to hear their languages spoken and see media that actually represents them. Carlos Monteiro
Headshot of Nicole Ortiz

Asian-American consumers have a deep pride for their culture, which transcends generations and permeates into everything from their shopping habits to the types of music and audio content they ingest. Asian Americans spend a lot of their days streaming music (2.3 hours) and podcasts (1.3 hours on average), for instance, and there’s an opportunity there for brands to get involved and target these listeners.

More than half of those polled in Pandora’s study are looking for brands that will feature people of diverse cultural backgrounds and reflect their lifestyles. They don’t just want brands to reflect their culture and community, but they want it to be done in an honest and authentic way, which could include speaking their languages or featuring Asian music in ads.

And when featuring other Asians in spots, these brands need to be hyper-aware of stereotypes because while 80% of those surveyed said they feel empowered by Asian representation in media, 60% said they feel skeptical about what they’ve experienced.

This story first appeared in the Aug. 10, 2020, issue of Adweek magazine. Click here to subscribe.
@neco_ornot Nicole Ortiz is a senior editor at Adweek, overseeing magazine departments such as Trending, Talent Pool, Data Points, Voice and Perspective.