Speaking of Diversity

There Is No Such Thing As An Asian American Market

by Michael Lee - on Saturday, December 01, 2018

I recently appeared in a Forbes article by Co-founder and Principal of ThinkNow, a technology driven cultural insights agency on the topic of marketing to Asian Americans. My reply to him was that there is no such thing as an Asian American market, and that this is what often derails multicultural marketing efforts aimed at Asians in the United States. I advise marketeers to look more closely at the Asian culture in American more closely as there are more than 19 groups of Asians that reside here.