How brands can reach AANHPI consumers with culturally relevant creative


Invest in culturally competent market research to gain a deeper understanding of the AANHPI community. That means ensuring the market research sample includes a diverse representation of AANHPI subgroups, considering factors such as ethnicity, nationality, language and generational differences.

This also involves going beyond surface-level demographics and exploring cultural nuances, values and traditions—and thus understanding their impact on consumer behaviors, decision-making processes and brand preferences. For example, cultural values such as filial piety or collectivism might influence purchasing decisions and marketing effectiveness. But as the AANHPI community is dynamic and evolves over time, you’ll also need to make sure you’re conducting longitudinal research to track changes in consumer behaviors and preferences. This allows brands to stay updated and relevant in their marketing strategies.


That research piece is particularly important because marketers need to be more conscious of avoiding generalizations and stereotypes that misrepresent the diverse cultures within the community. Instead, if you have people on your team who are mindful of cultural nuances, traditions and sensitivities within the AANHPI community, then you can create positive, culturally relevant messages with a more balanced narrative.

For example, Remy Martin celebrated the family spirit of the Lunar New Year, including a spot featuring AANHPI influencers celebrating the holiday. As part of the larger campaign, the brand worked with TV producer Danielle Chang to organize cocktail parties in New York and San Francisco, with ticket proceeds benefiting two AANHPI nonprofits.

Contextually relevant channels

That said, none of the above will work if you don’t apply it to the right channels. Once you’ve done the competent research and understood the culture, you’ll better understand how to reach AANHPI community members where they are—recognizing, for instance, the growing importance of streaming and social media platforms. Tailor the content and advertising strategies to align with the preferences and behaviors of users on these platforms. And of course, no channel strategy is complete without continuously monitoring the performance. Tracking key performance indicators such as reach, engagement, conversion rates and ROI goes without saying.