May 1, 2025

3AF honors top brands for reaching Asian American consumers

The Asian American Advertising Federation has unveiled the 3AF Impact 50 to honor companies that excel in marketing to Asian American consumers. The list, released to coincide with Asian American, Native Hawaiian and Pacific Islander Heritage Month, includes major brands from Acura and Adidas to Wells Fargo and YouTube, highlighting the brands’ commitment to engaging the Asian American market, which is projected to have a purchasing power of $1.9 trillion by 2026.

“By embracing this opportunity, brands can build stronger consumer connections, elevate brand perception, and unlock sustainable long-term growth,” says 3AF President Cheryl Lee.

Asian Americans embrace digital, seek values

People in the Asian American, Native Hawaiian and Pacific Islander communities use their computers an average of nearly an hour more a week than do those in the general US population, Nielsen reports, also noting that AANHPI people click ads on social media 43% compared to the general 36% rate. Brands targeting these groups must examine their values, as 59% want support for their causes and seven out of 10 millennials would stop buying if brands “devalue their community.” Full Story: AsAmNews (4/23),  Adweek (4/23) 

Read the May 2025 Brief: Asian American Advertising News | May 2025