Why marketers must correct their historic under-investment in reaching Asian Americans

Stephen Whiteside

Analysis by Nielsen, the research firm, has demonstrated why Asian Americans are a critical audience for marketers to include in their strategies.

Brands and agencies need to address a common failing, Mariko Carpenter, vice president, strategic community alliances, at research giant Nielsen, insisted.

“Historically, I think we can all agree that marketers have been really slow to invest in the Asian American consumer market,” she told online delegates at the 2020 Virtual Asian Marketing Summit, an event held by the Asian American Advertising Federation (3AF).

As might be expected given her role at Nielsen, Carpenter could draw on a compelling set of figures and forecasts in pushing for change.

Spending power

The Asian American and Pacific Islander (AAPI) community in the US...

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