Asian consumers’ passion for music, food and entertainment allows them to share their identity with others, forging deeper connections. By understanding this motivation, we are able to create authentic brand opportunities.

Account for cultural nuance

It’s important to keep in mind that each multicultural segment is not a monolith and has different subcultures and nuances that need to be approached separately.

For example, we’ve shown our support through initiatives including 88Rising, the South Asian Film Festival, Minor League Cricket, Make Noise Today and more. We have partnered with Disney’s Turning Red and influencers such as Tan France to showcase their talents and our support for the community.

For our latest brand campaign work for Toyota, we took it further with the understanding that Asian American consumers’ deepest motivation is to be free to pursue their goals and dreams. We developed a campaign to demonstrate that Toyota understands and empowers them to take action to start their “day one” in pursuing their aspirations.

With overarching brand messaging, we deployed multiple platforms including social media, events and media partnerships to ensure we are reaching all diverse subgroups in an authentic and meaningful way.

Stay consistent

Toyota has invested in the Asian American segment since 2004. The brand has evolved with our consumers over the years while maintaining a consistent brand voice. This increases credibility, affinity and sales, which is invaluable and also allows us to continue to expand our efforts.

Be your best authentic brand self

In the world of marketing, the word “authentic” is to 2023 what “viral” was to 2012. And as tough as it is to go viral, it shares the same similarities as being authentic in a campaign.

It’s to have your audience feel truly connected to your brand and what it stands for without feeling like they’re being sold to. Now, more than ever, consumers are looking for brands with quality products because there are so many options to choose from. So, what makes your brand different from the competition?

Consumers are looking for values and passion points that align with theirs to better understand the “why” behind a brand’s story. They are looking for a real connection. Similar to any other relationship, there needs to be consistent presence and effort to maintain and elevate that relationship.

We’re glad to see the rise in AAPI appreciation is not something we have encountered along the road; it’s the destination itself. Driving culture is the roadmap to both societal and brand success.