Skip to main content

The Growing Asian American Market, a Likely Target for Cause Marketing

It’s peach season where I live and so with peach juice running down my face my mind naturally turns to China and Asia and the fastest growing ethnic group in the United States. What do peaches and Asians have to do with each other? The prunus persica is Asian, a native to China that has long been a welcome addition to the American cornucopia.

Likewise, Asian Americans are emerging as a ripe target for cause marketing.

Asian Americans are among the best educated and the highest earners. At more than $500 billion, their annual buying power represents about 1/32nd of the entire U.S. economy. There are some 18.2 million Asian Americans in the United States, about 5.8 percent of the population. By 2050, they’re projected to grow to 40.6 million or 9 percent of the population.

Eighty percent of Asian Americans live in households with Internet access, the highest among race and ethnic groups. Chinese is the second most common language spoke in America after Spanish. The medium income of Asian Indians is $90,429. Twenty percent of Asian Americans over the age of 25 have graduate degrees, twice the rate for all Americans as a whole. Currently just ten states account for 75 percent of Asian American buying power, led by California, New York and Texas. 

But, naturally, Asian Americans aren’t a monolithic group. That’s evident from their country of origin (about 75 percent of Asian Americans were born abroad):
  • 3.6 million Chinese
  • 3.2 million Filipino
  • 2.8 million Asian Indian
  • 1.7 million Vietnamese
  • 1.6 million Korean
  • 1.3 million Japanese
So while ‘Asian American’ is a handy label, notwithstanding the Harold and Kumar movies, it’s not one that most Asian Americans would likely self-identify with.

So how are cause marketers to approach this polyglot market?

By the third generation, most Asian Americans are just Americans. The second generation is most likely to be bilingual. And the first generation is most likely to speak mainly their native language. Although, it’s fair to say that most first-generation Filipinos and Asian Indians come to the United States speaking English and their native tongue.

Because literacy and education rates are so high, text-heavy cause marketing activations can work, so long as you pick the right language.

It terms of illustrating your cause marketing, it’s probably a mistake to just fill it with visuals of various shades of indeterminate brown people. It’s all but impossible to make those kinds of contrived pictures to feel authentic. Better to illustrate the campaign with lifestyle images.

Asian Americans are a peach of a target market for cause marketers. But you better do your homework first.

(This post was drawn from the August 2012 issue of Deliver magazine, which was also the source of all the statistics quoted herein).

Comments

Popular posts from this blog

Top Eight Cause-Related Marketing Campaigns of 2007

Yeah, You Read it Right. It's a Top 8 List.

More cause-related marketing campaigns are unveiled every day across the world than I review in a year at the cause-related marketing blog. And, frankly, I don’t see very many campaigns from outside North America. So I won’t pretend that my annual list of the top cause-related marketing campaigns is exhaustive.

But, like any other self-respecting blogger, I won’t let my superficial purview stop me from drawing my own tortured conclusions!

So… cue the drumroll (and the dismissive snickers)… without further ado, here is my list of the eight best cause-related marketing campaigns of 2007.

My list of the worst cause-related marketing campaigns of 2007 follows on Thursday.


Chilis and St. Jude Children’s Research Hospital
I was delighted by the scope of Chilis’ campaign for St. Jude Children’s Research Hospital. As you walked in you saw the servers adorned in black co-branded shirts. Other elements included message points on the Chilis beverage coas…

Cause-Related Marketing Meets Microfinance

Kiva.org and Advanta.com Mix it Up

You’d have had to have been in Ulaanbaatar, Mongolia the last year or so to have missed the run up of microfinance. Between 2004 and 2006 more than $4 billion of capital flowed into microfinance institutions. All told experts say the total loan microfinance loan portfolio may be as much as $12.5 billion. And of course the father of microfinance, Muhammad Yunus won the 2006 Nobel Peace Prize. Microfinance is now so respectable, so effective, (so profitable!) that it’s already enjoying its first global backlash.

Actually that first sentence is hyperbole. Because even in Ulaanbaatar… far from almost anywhere on the vast, frigid steppes of Mongolia… microfinance is thriving such that the earliest recipients of micro loans there are now complaining about taxes and government bureaucracy! And May 29-31, 2008 the Conference of Microfinance Institutions will convene in Ulaanbaatar, the eleventh such annual conference.
Now Advanta, a credit card issuer to small…

Cause Marketing Beer with BOGO, Brew One Give One

On Monday’s post I touched on the topic of telling people what your cause marketing campaign accomplished when completed. I’ve recommended this approach to clients as a way to keep open the lines of communication with customers and clients and to get extra value from the campaign.

In other words, you’ll want to hold back some of the promotion’s budget to continue to activate the effort until the very end.

But what if that really cuts across the grain in your organization? What if it’s just not in your corporate DNA to do anything but to frontload your cause marketing activation? Well, then, add the report back to the activation of your next cause marketing effort.

New Belgium Brewing of Ft. Collins, Colorado, said to be the seventh largest brewery in the United States, did just that with this ad in Sunset magazine. I found this ad in the Alden Keene Cause Marketing Database.

New Belgium donates $1 for every barrel it brews and sells. It’s a BOGO cause marketing effort, Buy One Give One. …