Beyond Tokenism and May: How Brands Can Support AAPI Voices
Asian-Americans are among the most powerful consumer groups in the United States but are often underrepresented in mainstream campaigns. According to Nielsen, Asian-Americans have the highest per capita purchasing power of any racial or ethnic group in the country, attributed to household income levels and education rates steadily rising across generations. In 2024, Asian-American purchasing power was estimated at over 1.3 trillion dollars. This number is expected to rise within the next few years.
According to another report by Nielsen, Asian Americans over-index in tech usage, online shopping and digital media consumption. They tend to be early adopters of trends and actively shape culture through beauty, food, fashion, and music. In fact:
Streaming now makes up 53% of Asian Americans’ total TV time. Nearly 20% of that is spent on YouTube, almost twice the national average.
Asian American millennials and Gen Zers are more likely to follow influencers who share their cultural background.
64% of Asian Americans reported that they would “stop buying from brands that devalue their community.” They value brand transparency and corporate social responsibility. Representation and social justice is not something they just want to see from a social media post; they want to see how companies meaningfully engage with Asian-American communities.
Despite their influence, AAPI communities are still underrepresented in marketing. A one-month celebration in May is not enough. To earn their trust, campaigns must do more than check a box. The term “AAPI” consists of many ethnic groups that speak more than 100 languages. This community is composed from different countries spanning from all over Asia, each with their own cultural traditions, histories, and values. In marketing, subtle biases in language, imagery, and even tone can impact how audiences perceive your brand. However, there are some great marketing campaigns from brands that celebrated AAPI voices and encouraged the community to be partners and collaborators, even past May.
Gold House x Garnier Case Study
In 2024, haircare company Garnier launched a campaign in partnership with Gold House, a nonprofit collective dedicated to advancing AAPI creatives and entrepreneurs. Titled “Shine With All Your Strength,” the initiative featured inclusive creative direction from AAPI creatives, nationwide visibility, and long-term investments for entrepreneurs within the community.
Garnier ensured that the campaign was developed and executed by an entirely AAPI-led creative team. Every element, from photography to styling, modeling to makeup, was shaped by professionals within the community and those who were part of Gold House. Often, multicultural campaigns feature diversity on camera, but leave creative decisions in the hands of outsiders who may not understand their culture or stories. Garnier uplifted the community by ensuring that AAPI creatives had agency, authorship and could tell their own stories meaningfully,
The campaign was not limited to digital posts or press releases. Garnier brought “Shine With All Your Strength” into in-store displays at Walgreens locations nationwide, giving the campaign real-world reach. Visibility in major retailers emphasizes that AAPI stories belong in everyday spaces, not just niche channels. It also shows Garnier’s understanding of where its consumers shop and how representation can be emphasized in the purchasing experience.
Most significantly, Garnier and Gold House introduced the Gold Green Grant, awarding $20,000 to AAPI entrepreneurs working in sustainability. In addition to funding, recipients receive mentorship from Garnier executives, amplification across Garnier and Gold House’s platforms, and support in building community partnerships. Not only does this grant support the AAPI community in the short term, it supports them in the future for becoming potential creatives, entrepreneurs, business owners, and community leaders.
Garnier’s commitment to the campaign was also deeply personal. Garnier consists of many Asian-Americans within the executive level of the company who were looking for other brands to represent them. Amy Whang, the brand’s CEO and an Asian-American woman and mother, shared:
“We recognize the contributions and achievements of Asian Pacific Americans and celebrate the heritage, culture and traditions of our communities… I am also a mother to a beautiful, multi-ethnic, Asian American son and daughter. I want them to grow up knowing and appreciating their Asian culture and be proud of it.”
Closing Thoughts and Tips
As an Asian-American woman myself, I place great trust into brands like Garnier who purposefully uplift Asian voices and values. Not only was my heritage celebrated, we were encouraged to also be collaborators and creatives and partners. Including AAPI voices in your brand strategy is not only about cultural recognition, it is a smart business move. Here are some last tips:
Partnering with AAPI-led creative agencies, artists, and strategists from the ground up, not just as featured faces, but as involved and educational collaborators.
Conduct audience research to inform culturally relevant storytelling as well as auditing campaigns and marketing to make sure nothing is offensive and that everything is representative and accurate.
Integrating cultural observances and holidays into brand calendars beyond May.
Focus on social corporate responsibility initiatives within the local community or nationwide that helps and amplify Asian-American voices.
Source
Representation in May is not the finish line. It serves as the building block for real relationships, smarter strategies, and a more inclusive future.
