The Model Minority in the 21st Century: Marketing to Asian-Americans

Abstract

Asian-Americans are a vastly diverse group within the U.S. that includes the immigrants and their descendants who came from Asia, a continent that contains nearly two-thirds of the world’s population. Currently, Asian-Americans as a whole make up merely 5% of the U.S. population and are concentrated in the metropolitan areas of the country. Despite their small numbers, Asian-Americans also have substantial purchasing power of nearly $1.2 trillion (Taylor & Stern, 2013). The unique and complex nature of the Asian-American market has warranted much discussion and research in the past few decades due to a desire for companies to tap into this extensive and lucrative market. As technology connects the world, and companies develop a more international audience, it may become crucial for companies to understand the perspectives of Asian-Americans as they navigate the international market. This paper will analyze the past and present perceptions of Asian-American consumers among the marketing and advertising industries while pointing out their flaws. I attempt to lay out the complex differences between the demands of Asian-Americans using the latest studies from Neilson. Companies need to not only diversify their view of Asian Americans but also use technology to identify the nuances of different Asian groups.