Marketing to Asian Identity, Not Assumptions


By Mario Xavier Carrasco

America is often described as a “melting pot” of different nationalities, ethnicities, and cultures. Much to the dismay of Teddy Roosevelt (who in a 1916 speech noted “There is no room in this country for hyphenated Americanism”), Americans have perfected naming each ethnic group within our borders distinctly, and those names have evolved.

For example, we dove into the names by which Hispanics prefer to identify. Responses ranged from “Latino/Latina” to country of origin, to the hotly debated yet emerging term “Latinx.”

We see a similar pattern among Black Americans, who do not identify with labels such as “African American” despite its use in the U.S. Census, media, and other databases.

But what about the fastest-growing ethnic group in the U.S.: Asians? As with Hispanics, marketing to Asians must be nuanced because of the complexity of their demographics. Hispanic audiences span 20 countries of origin.

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