AMEC Virtual Summit 2020 Presented by May Lee, founder and CEO, Lotus Media House

In a fact-filled presentation, May Lee explores the contrasts and perceptions of the Asian population within the United States.

Asia is the largest and most populous of the earth’s continents and the highest population growth. By 2030, data suggests that Asia will contribute around 60% of global growth and will be home to 90% of the world’s ‘new middle class’. This is important insight for understanding spending patterns, buying power and societal impact.

It is also empowering today’s Asian consumer to speak out on issues that affect them. They are tech savvy, and breaking away from traditional media to use new channels and create new media that reflects the demography’s culture, views and values.

The Asian population is one of the States’ fastest growing voting blocks that, in the next election, is empowered and likely to be ready to make a difference.

However, it is vital to be mindful that there is enormous diversity within the ‘American and Asian’ communities when it comes to lifestyles, income and education. May Lee encourages brands to dig into sub categories to get a better handle on their influence, their desires and preferences in terms of products, politics or economic interests.

This is where data and analysis are essential to break down the different categories of Asians and highlight the contrasts and diversity that will make campaigns much more targeted, differentiated and effective.