The Biggest Customer Brands Are Missing Out on the Asian American Consumer

Win by emphasizing a lifestyle, not only an ethnicity

family shopping in a mall
Why brands shouldn't write off the Asian American and Pacific Islander (AAPI) consumers. Getty Images

A surprising number of brands write off the Asian American and Pacific Islander (AAPI) consumer as a 5.6% niche and not a worthy investment.

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Megan Ruan is the co-director of Gold Rush.
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