The term AAPI, short for Asian American and Pacific Islander, is used to encompass all people of Asian, Asian American, or Pacific Islander descent. The U.S. government has designated May as AAPI Heritage Month, an annual month-long celebration that recognizes the historical and cultural contributions of individuals and groups of AAPI descent to the United States.
AAPI Month also serves as a reminder of the ongoing challenges that the AAPI community faces in a climate of xenophobia, racism, and discrimination. With the sharp rise in anti-Asian sentiment and hate crimes since the onset of the COVID-19 pandemic, it is all the more important that we acknowledge, recognize and celebrate the ongoing struggles and perseverance of people who identify as AAPI.
Asian Americans have become one of the fastest-growing demographic groups in the US. Coupled with the growing popularity of Asian culture alongside a broad societal shift towards diversity and inclusion, the AAPI community has become more visible and vocal than ever in bringing attention to the issue and leading the effort to combat hate and intolerance.
AAPI Heritage Month is the perfect opportunity to celebrate and uplift the rich and diverse cultures and histories of the AAPI community, as well as recognize their achievements and contributions to American society, and shed light on their ongoing struggles. By acknowledging and celebrating the unique cultural heritage and experiences of the AAPI community, AAPI Month promotes cross-cultural understanding and unity among the diverse communities that make up America.
Brands and companies must support and amplify AAPI community voices to incorporate more diversity, equity, and inclusion (DEI). It is crucial for companies to increase representation and diversity to reflect the multicultural nature of American society. According to Edelman, nearly 64% of consumers worldwide will buy or boycott a brand solely based on its position on social or political issues. As the Asian American consumer market is worth $1.2 trillion and is the fastest-growing consumer segment in the U.S., brands must increase their inclusivity and diversity to engage with this community. By amplifying the voices of the AAPI community in a respectful yet authentic way, brands can establish stronger ties and trust with this growing demographic.
Similarly, the older AAPI generation holds a valuable wealth of knowledge and experience, having endured hardship to immigrate to America for their family's better life. Additionally, AARP's report shows that this demographic holds significant spending power and prefers products and services that align with their culture and values. By amplifying their voices, brands can empower the older AAPI generation to preserve their heritage and build brand loyalty, trust, and connection with this group.
For those looking to support and amplify the voices of the AAPI Community, here are some suggestions on how to get started:
To learn more about how brands can amplify the voice of the AAPI Community, check out our full guide here.
AAPI month is more than just an opportunity to learn about and pay tribute to the enormous and diverse contributions that Asian Americans and Pacific Islanders have made throughout American history. It is also a time to acknowledge the history of virulent and explicitly racist policies and practices that have been directed at Asian Americans, which continues today as we continue to face anti-Asian hate and bigotry.
AAPI Month is a step towards the greater inclusion of the stories, lives, and experiences of the AAPi community that has been too often overlooked, and to learn more about the amazing stories and impact of the AAPI people, past and present, who have helped make American society what it is.
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