Multicultural media company H Code, which researches and plans, buys and analyzes media for Hispanic audiences, on Monday launched a division called A Code dedicated to reaching Asian Americans and Islanders. of the Pacific (AAPI).
Sunny Chen, formerly a Marketing Specialist at HubSpot, will lead A Code’s media initiatives as Head of Product Marketing.
“The current status quo in messaging does not represent Asian influence in domestic markets,” Chen said in a press release. “To address these concerns, our team at A Code is committed to building Asian relevance in American culture to initiate resonance through digital media solutions where the community and audience are authentically represented.”
H Code began testing the initiative earlier this year. To support the launch, A Code released an AAPI Digital Fact Pack on Monday, which surveyed 1,330 AAPI respondents in the United States about their digital behaviors.
The study reveals that 62% of Asian Americans remain loyal to the brands they love, but 45% feel that the brands do not target them enough. Meanwhile, 59% of Asian Americans say they would think more favorably of a brand that strives to include elements of their culture in messaging.
AAPI consumers are also heavily connected to the Internet, with 92% of respondents spending time on the Internet daily, including 90% on CTV platforms and 82% with digital audio content.
“Companies must first understand that the AAPI community is extremely diverse and has a great intersection of interests across cultural identity, including a combination of family ties, heritage and country of origin in the United States. States that can unlock impactful results when properly supported,” Chen mentioned.
The United States is home to 22 million AAPI people who are collectively expected to have $1.3 trillion in purchasing power by 2022. At the height of the #StopAAPI movement earlier this year, publishers, Media partners and agencies have launched efforts to change Asian representation in the media, such as Omnicom’s Anti-Asian hate PSA challenge.
A Code follows the launch of B Code in June, a group within H Code dedicated to the black community.
