Asian Americans are a growing audience that brands should heighten their focus on, according to insights from research firm Nielsen.


Mariko Carpenter, Nielsen’s vp/strategic community alliances, told delegates at the 2020 Virtual Asian Marketing Summit, an event held by the Asian American Advertising Federation (3AF), that:

  • The Asian American and Pacific Islander (AAPI) community in the US will control $1.3 trillion of spending power by 2022, up from $1 trillion in 2019.
  • There are an estimated 23.1 million AAPI people in the US. And that total is anticipated to rise further.
  • Sixty-nine percent of AAPIs are between 13 and 34 years old - and 86% of the AAPI community born in the US are below 18 years of age.

The big idea

“There’s a signal that says we are a consumer segment that marketers really can no longer afford to ignore,” Carpenter said.

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Sourced from WARC