Asian American Market Research

Asians are the fastest growing of the four largest racial and ethnic groups in the U.S., both in terms of population and purchasing power.

Asian Americans in the U.S., totaling approximately 24.8 million, hail from over 20 countries across Asia. Nearly 85% trace their ancestry to 1 of 6 countries, each rich in diverse cultures, languages, and religions. Asian Americans are one of the fastest-growing racial and ethnic groups in the United States and the wealthiest.

The Asian American population is also highly diverse within itself. Significant differences exist in income, education, and other socioeconomic indicators. However, Asian Americans are united by their cultural values, common heritage and shared experiences as immigrants or descendants of immigrants.

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• ThinkNow's Diversity OS Report: Why Multicultural Marketing Needs a New Operating System
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• Diversity OS: The New System Behind Consumer Behavior
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• The Myth of Cultural Risk: What Los Angeles Consumers Reveal About Brand Representation
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• How Brands Can Win the 2026 World Cup
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• Bad Bunny, When a Halftime Show Is More Than a Halftime Show
  Bad Bunny’s selection as the Super Bowl halftime performer raises practical questions for brands. Does his presence drive awareness and help sales? Does featuring an outspoken Latino performer during the...