There are almost 15 million Asians/Asian Americans in this country and Chinese is the most widely spoken language behind English and Spanish. Many forget this group, but should not. They are influential in our country and have large buying power. - - Donna Poisl
This Group of Early Adopters Will Soon Have a Spending Clout of $700B and Is Making Its Own Mark on U.S. Culture
By Bill Imada
NEW YORK (AdAge.com) -- While no one has that proverbial crystal ball to predict the future of advertising and marketing, one thing is for sure: Asian-Americans will continue to build on their heritage, family values, academic prowess, adaptability and rising spending clout to be the most attractive consumer-market segment in the country.
Most marketers have heard this all before but continue to dismiss the power of the Asian-American market, saying it's too diverse, too small to segment, too complicated -- even cumbersome -- and too regional, not a national audience for a national player. They've even said they aren't influencers or trendsetters; they're influenced by others.
Not true.
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