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. In fact, there are dozens of Asian languages spoken within the Asian diaspora in the U.S. It's fair to say that Asians living here are not a homogenous group. Asian Identity So how do they prefer to be described? We asked a representative sample of 100 Asian respondents the following question: "Which of these names do you prefer that others use to describe you, personally?" Overall, it is a statistical tie between Asian and Asian American, at 34% and 32% respectively. Twelve percent say "country of origin," while 9% say "American." In fact, there are dozens of Asian languages spoken within the Asian diaspora in the U.S. It's fair to say that Asians living here are not a homogenous group. So how do they prefer to be described? We asked a representative sample of 100 Asian respondents the following question: "Which [...]The post Marketing to Asian Identity, Not Assumptions appeared first on .
