The Problem With The Asian American Consumer Report

(Forbes) As evidenced by a compilation of ads by top brands marketing to Chinese residents of North America during the Lunar New Year, the Nielsen report on Asian Americans may have finally succeeded in convincing corporate America to pay more attention to the fastest-growing U.S. multicultural segment. But Asian American scholars say the report may be a step backward for smaller Asian groups that are underserved and misrepresented.

All things considered, the holiday is also shared by other groups who were not particularly marketed to.

“There will always be diverse populations within Asian America that may not be successful,” said Vu Pham, former Asian American studies researcher and lecturer at UCLA. “We do need to work harder than 100% to achieve 100%.”

While the report shows that Asian Americans are more likely to enjoy incomes of $100,000 or more than overall U.S. households, 13.2% of Vietnamese, 30.7% of Hmong, 24% of Cambodian and 14.5% of Laotian American families lived in poverty in California, compared to 10.2% of the total families in the U.S., according to the Census Bureau’s American Community Survey.

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