踏入5月,首个迎来的重大活动便是亚裔美国人、夏威夷原住民和太平洋岛民传统月(AANHPI Heritage
Month)。随着全美越来越多的企业庆祝这个深具意义的传统月,1日发布的一份报告显示,亚太裔群体比以往任何时候都更加关注品牌的代表性。
综合美联社及美通社的报道,数据分析公司尼尔森(Nielsen)表示,美国本土亚裔美国人、夏威夷原住民和太平洋岛民总购买力或可支配收入高达1.3万亿元。不过在品牌形象和行销方面,对于掌握细致入微的文化代表性,广告商仍未完全了解其重要性。事实上,大多数亚太裔消费者都不愿光顾或青睐嘲笑或不当处理其文化的媒体和广告。
高达64%的亚裔美国人、夏威夷原住民和太平洋岛民称,他们不会光顾贬低其身份族群的品牌。尼尔森副总裁拉图兰吉(Patricia
Ratulangi)指出,以往长辈都会采取息事宁人的态度,但在过去数年,她注意到婴儿潮一代也响应社区的号召,加入年轻人的行列。
尼尔森指出,亚裔美国人是美国增长最快的人口群体。人口普查数据显示,有2200万名亚裔美国人扎根于20个国家,并预计其人口到2060年时将激增至3580万人。尽管亚裔美国人拥有很强购买力,但贫富差距也最大,最高与最低收入之间可相差高达23.3%。
拉图兰吉希望这份报告能向企业和其他实体彰显学习他人文化的价值,以及协助他们进一步了解在反亚裔种族主义等问题上遇到的难题,并无时无刻贯彻这种精神。
研究也显示,亚裔美籍观看媒体内容时,31%时间流连在广告支援的平台上,比率高于总人口的27%。此外,他们在电视和智能手机上观看内容时间几乎相同,达到每周约17小时。与总人口相比,亚裔美籍花在串流内容上的时间比总人口多出近10%,意味着品牌应采取跨媒体方法来吸引这一群体。
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