As we honour Asian Heritage Month this May, it’s crucial to reflect on the realities of representation in advertising. Despite the growing number and diversity of Asian communities, Asian voices and stories remain drastically underrepresented and often mischaracterized in mainstream media.
In light of all this, here are three powerful statistics that highlight the urgent need for more authentic, nuanced, and respectful representation of Asians in advertising:
➡️ Less than 10% of popular advertising visuals accurately represent Asian people and their lived experiences. Common stereotypes include portraying Asians as youthful, slender, lighter-skinned, and predominantly in work-related contexts
➡️ Nearly 4 out of 5 Asia-Pacific consumers (and 88% in Southeast Asia) believe companies should do a better job capturing the true lifestyles and cultures of Asian people in advertising. Merely showing diverse faces is not enough; authentic and nuanced representation is expected
➡️ Over 50% of Asian Americans say they are more likely to purchase from brands that reflect and respect their ethnicity and culture
As an industry, we need to address these numbers, starting by featuring more authentic Asian stories, hiring diverse creative teams, and challenging stereotypes in every campaign. As our world is becoming more and more diverse, this is no longer only a moral imperative, but a business necessity.
Sources:
- New Research from Getty Images Shows That Visual Representation of Asian Communities in APAC Advertising Remains Stereotypical
- Representation of Asians in Advertising Images Still Lacking (WARC)
- VisualGPS Asian American Imagery Toolkit (Getty Images PDF)
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