Brands That Fail to Connect with AANHPI Communities Are Missing The Future of the U.S. Consumer Market

Marketers no longer look at the Asian American, Native Hawaiian, and Pacific Islander (AANHPI) community as a small, niche group. They now see a cultural and economic powerhouse that's trending upwards, shaping the future of media, sports, and consumer tastes. A new report from Nielsen, "Breakthrough ROI," makes it clear that when brands choose not to engage this demographic, they are missing out on some major opportunities.

AANHPI households have a spending power of $1.4 trillion, and their middle-income purchasing has jumped 16% in just over a decade. A big part of this is their strong cultural ties—almost a third of Asian Americans live in multigenerational homes, which influences how they shop and what they watch. While they're all over the country, their digital footprint is especially huge. On average, AANHPI adults spend over nine hours a week on computers, nearly an hour more than the national average. When it comes to TV, streaming makes up 53% of their viewing time, with YouTube accounting for 20% of that alone. That’s double the rate for the average U.S. adult.

They're also more likely to click on ads, with 43% clicking on a social media ad, compared to 36% of the general population. Sports fandom is booming, too. Viewership is up 15% compared to national averages. Subscriptions to sports streaming services are up a whopping 33%. Some events saw even bigger spikes. AANHPI viewership of the 2024 World Series soared by 146%. The WNBA draft saw a jump of up to 240%.

Their influence goes well beyond screens. AANHPI women are 83% more likely to have spent over $500 on skincare in the past year than the average consumer. Plus, the community expects brands to stand for something. 59% want brands that support causes they care about, compared to 51% of the general public. This loyalty is earned. 70% of AANHPI millennials will stop supporting brands that devalue their community. And in the world of podcasts, their engagement is striking. Unaided brand recall is a whopping 80%, far above the 59% average.

All of this data paints a picture of a community that is tech-savvy, highly engaged, and incredibly influential. For brands trying to build authentic connections with AANHPI audiences, it isn't just a smart move. It's a way to future-proof their business in a changing America.

Photo by Jason Goodman/Unsplash.