Exploring the Questionable Aspects of Celebrating Asian American Native Hawaiian and Pacific Islander Heritage Month
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Hey there! Here's the skinny on the ongoing struggles faced by the Asian community in the advertising world post-pandemic. Despite our strides, prejudice and discrimination still rear their ugly heads – a hard truth I've had to face day in and day out. This heart-wrenching reality has altered my perspective on self-identity, representation, and visibility, leading me to share my personal journey. I hope it lights a fire under those with diverse backgrounds, propelling them to seize the opportunities this industry has to offer, whether you're comfortable in the limelight or prefer to keep a low profile.
What's the big deal about a dash of fame, you ask? Well, holding on to a gig for dear life in this industry isn't easy, but here I am celebrating 17 years at McCann!
Post-pandemic, Asian folks remain underrepresented and stereotyped in advertising. Only about 10% of advertising visuals represent Asians accurately, with common tropes like youth, a slender build, light skin, and work-centric contexts dominating the scene, falling short of capturing the rich diversity of Asian communities (source 1).
The 2025 All In Census reports a drop in Black and Asian professionals leaving the industry due to discrimination or lack of inclusion, from 30% to 24% for Black talent between 2023 and 2025. Yet, the industry has a long way to go, with only 40% considering advertising a trustworthy sector and 44% believing it contributes positively to society (source 3).
Authentic representation goes beyond just putting a face on it; it encompasses respectful storytelling that reflects Asian cultures and lifestyles. Nearly 80% of Asia-Pacific consumers, and 88% in Southeast Asia, expect companies to portray Asian lifestyles more truthfully in advertising. Around half of Asian Americans are more likely to purchase from brands that accurately represent their culture and ethnicity (source 1).
Better representation boosts brand trust and loyalty among Asian consumers, dismantles harmful stereotypes, and fosters inclusivity in the workplace. Featuring a diverse array of Asian stories and hiring more Asian creatives paves the way for a fairer, more equitable environment for Asian professionals (source 1, 3).
For future Asian professionals, increased representation and visibility are crucial. It offers role models, demonstrates career possibilities, and creates a space where Asian voices and perspectives are valued, woven into the fabric of creative work. This visibility tackles persistent prejudice and opens doors for leadership and innovation within the industry (source 4).
In a nutshell, the post-pandemic Asian ad landscape is marked by ongoing underrepresentation and stereotyping, yet progress has been made on inclusion. Representation and visibility are the keys to authentic portrayals, fostering industry inclusivity, and supporting the growth and retention of Asian professionals (source 1, 3, 4).
In the era post-pandemic, it's crucial for the advertising industry to embrace more fashion-and-beauty, education-and-self-development, and personal-growth stories that genuinely reflect the diverse lifestyles of the Asian community, beyond stereotypes (source 1). This shift toward authentic representation can foster a sense of personal-growth, empowering future Asian professionals and providing role models, thereby creating a more inclusive and equitable environment within the industry (source 4).
