November 29, 2010
The Asian American Advertising Federation (3AF) was an exhibitor at the 2010 Association of National Advertisers’(ANA) Multicultural Marketing and Diversity Conference in early November in Miami, Florida.
More than 600 people attended the conference, which focused on multiculturalism as the new mainstream. The Census Bureau estimates that Asian Americans, Latinos and African-Americans will constitute a majority of the nation’s overall population in about three decades and a majority of Americans under age 18 in only one decade. According to the ANA, “the implications to marketers are clearer than ever before—that multicultural markets are no longer “niche” markets or “add on” segments. Rather, ethnic is the new mainstream and marketing, as well as work-force diversity, must reflect that.”
Conference attendees who visited the 3AF’s table were greeted by several 3AF board members. They learned about the 3AF’s mission and upcoming events and programs. In addition, everyone was invited to participate in the 3AF’s Asian market trivia contest. Those who answered a question correctly won a lucky Asian frog business card holder. Sample questions included “What is the projected spending power of the Asian American market in 2013? (Answer: More than $752 billion) and “What percentage of Asian Americans were on Facebook in December 2008?” (Answer: Almost 40 percent.) Many people walked away with a much better understanding of what the 3AF does and the size and importance of the Asian American market.