The Asian American Consumer 2023

25 May 2023


Despite being an extremely diverse and multi-faceted community, most Asian Americans report shared experiences in the U.S. In this annual report, MAGNA uncovers some common ground within their media behaviors and perspectives to better enable brands to connect with them.

Key findings include:

• Lack of representation in media and advertising leaves a blank space for marketers to do it correctly, and doing it correctly means showing Asian faces in authentic, diverse, non-stereotypical ways.
• Vast buying power in totality, wealth gaps, and diverse needs make AANHPIs a critical target audience for brands stretching the gamut from luxury to mass to social services/non-profits.
• AANHPI audiences will lean into video platforms where they can find in-language, in-culture, and representative content.

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