A MODERN ASIAN STORY

A submission by ThinkNow Research

Cultural Context:

The history of Asians in America consists of stories not often told or relived, as they are often filled with shame, trauma and an overwhelming desire to be forgotten.

But to forget these histories and the varied ways they've taken shape over time means erasing the rich, nuanced experiences of more than 22 million Asian Americans existing in the US today.

Asian Americans and the legacies of their ancestors are inherently woven into the foundation of what America is today.

Recently, many of the forgotten mistreatments, stereotypes and prejudices of the past have bubbled back up to the surface and new generations of Asian Americans have found themselves the targets of hate and ridicule fueled by the sentiments of America's past.

This past includes a litany of exclusion acts and "agreements" (Chinese Exclusion Act, Gentlemen's Agreement, Asiatic Barred Zone and more), false promises around naturalization in exchange for labor and Japanese internment camps.

Asian Americans have experienced entire lifetimes of mistreatment and ridicule while trying live and obtain the "American Dream".

Despite this, Asian Americans continue to be one of the most diverse, fastest growing racial group in the United States.

Let's learn more about who they are.

Cultural Context: Touch of White Creative

The Black Lives Matters Movement started nearly 7 years ago after the acquittal of George Zimmerman in the shooting death of Trayvon Martin. What seemed like a momentary response became a nationally recognized movement as the deaths of unarmed African Americans continued to plague the media.

Research Study: ThinkNow Research

In 2019, ThinkNow Research conducted a study with consumers aged 18-64 across the US.‍‍‍

‍In 2020, there was a follow up study on Asian identity. Both of those studies are reflected here.

568

Asians

766

Hispanic/LatinX

766

African Americans/Blacks

1,020

Non-Hispanic Whites

Of the more than 22 Million Asian Americans, nearly 85% can trace their ancestry to one of six countries.

22%

China

20%

India

18%

Philippines

9%

Vietnam

8%

Korea

7%

Japan

Asian Americans are also the wealthiest ethnic group in the US.

Total Pop = $60,336

Average income by ethnic group:

$81,331

Asian

$68,145

White

$40,258

Black

$50,486

Hispanic

After testing 7 key values across each ethnic group, family was found to be most important to Asian Americans.

(Rankings on a 7 point scale)

Family 6.0

Education 4.7

Financial success 4.7

Respect for elders 4.6

Religion 3.1

Conforming to societal norms 2.5

Koreans overindex on ‘financial success.’

Filipinos place more importance on ‘religion’ and less importance on ‘conforming to norms’ compared to Asians in general.

Asian-Indians rank ‘conforming to societal norms’ higher compared to the average.

Despite the fact that Asians are the fastest growing minority group in the US they are also the least-often surveyed and therefore the least understood.

Often, brands and marketers find the diversity of the Asian population too difficult to quantify and measure so they are left off the list.

For marketers, the ability to demonstrate an understanding of Asian cultural values and norms, which includes how they self-identify and factors like authenticity, is important to developing long lasting relationships with this consumer group.

Gen Z Filipinos favor brands with quality products & services and great prices & discounts.

25% percent of Gen Z Chinese report brand “authenticity” as an important value.

Gen Z Asian Indians value an almost even mix of authenticity, quality products & services, and great prices & discounts.