The Lunar New Year is being celebrated across AAPI cultures. Yet in America the news stories, posts, promotional events and product displays often label this celebration, Chinese New Year. Or use the Chinese astrological term, Year of the Horse. Why?
- Almost half of Americans report Chinese ethnicity comes to mind for the term Asian American overestimating by 2X the actual U.S. Chinese-American population
- Diminishing the significant diversity of AAPI ethnicities esp. Filipino and Indian populations (both estimated at 6% but each representing approx. 20% of AAPI population by country of origin)
A Chinese New Year message misses almost 80% of the total AAPI population! Grounding your multicultural messaging, from reporting to marketing to product development, includes both:
- understanding total market perceptions by including specific cultures
- avoiding default biases such as Chinese New Year
Ebony Marketing Systems (EMS) is a full-service multicultural research agency with culturally-fluent teams including language fluency in: Cambodian, Cantonese, French, Haitian Creole, Hmong, Japanese, Korean, Lao, Mandarin, Spanish, Russian, Tagalog, Thai, Vietnamese
Start an auspicious year with an informed multicultural approach:
- Download the free, newly updated EMS AAPI Quick Guide
- Talk with EMS leadership: Kai K. Fuentes, Founder and President kfuentes@
ebonysystems.com or Rose Isaguirre-San Jose at risaguirre@ebonysystems.com . - Subscribe to the complementary quarterly EMS newsletter
- Listen to our founder and president Kai Fuentes on research as relationship not transactions
