November 11, 2025

Brands urged to tap “growth communities” for expansion
Marketers should target “growth communities” — such as Black, Hispanic, Asian, Pacific Islander, LGBTQ+, Generation Z and Generation Alpha consumers — as a source of growth, says Edgar Hernandez, chief strategy officer at My Code. “There’s ones that are taking generational playbooks and trying to apply it. The mediums have changed, the ways people want to connect have changed, how people want to experience brands has changed,” Hernandez says.
Full Story: Inc. (tiered subscription model) (11/4)

Embracing 3rd culture creatives in advertising
Third culture individuals bring a unique perspective to advertising by navigating multiple cultural frameworks, leading to greater adaptability and empathy, writes Omid Amidi, co-chief creative officer at McKinney. “Third culture creatives don’t just reflect culture. They remix it, synthesize and innovate. They create work that doesn’t just ‘speak to everyone,’ but makes people feel like they’ve been seen for the first time,” Amidi writes.
Full Story: Ad Age (link gifted) (10/29)

Read the Nov 2025 Brief: Asian American Advertising News | November 2025