When we are seen, who gets to be seen? When there’s investment in our communities, who gets prioritized? Let’s break this down.
“AANHPI” is a term used to represent more than 50 distinct ethnic groups and over 100 different languages in the United States. According to the most recent U.S. Census, approximately 24 million people identify with an Asian ethnic background and nearly 2 million identity as Native Hawaiian and Pacific Islanders in this country.
South Asians, particularly Indian Americans, represent one of the most economically influential Asian American subgroups with a median household income of $145,000 (per the 2022 U.S. Census) and approximately 5.4 million people in the U.S. This significantly surpasses the national average.
Filipino Americans, the third-largest Asian subgroup in the U.S. with over 4.4 million people, have a median household income of approximately $109,000. They play vital roles across various sectors, including healthcare and entertainment. Yet, their narratives are frequently underrepresented in brand storytelling.
Native Hawaiian and Pacific Islander communities, though smaller in population, have a median household income of around $78,640. These communities are rich in cultural heritage and contribute significantly to the nation’s diversity.
Brands tend to invest where they feel the safest and where there’s already mainstream recognition; in many campaigns, East Asian communities receive the bulk of visibility and investment. This isn’t about fault, but it does reflect broader systemic patterns, such as more established media representation and cultural familiarity. Even when brands do engage, it can be perceived as a moment of obligation rather than genuine commitment, leaving entire communities feeling sidelined, even during AANHPI Heritage Month. Native Hawaiian and Pacific Islander communities in particular continue to be overlooked, even within a month meant to celebrate them.
For brands and advertisers, this isn’t just a cultural or awareness issue, but a business risk. Failing to invest authentically across the full AANHPI community limits growth, weakens brand loyalty, and leaves money on the table. Consumers are becoming more discerning, and representation gaps are easily visible now with massive digital platforms where everyone has a voice and access to influence.
Don’t get me wrong, there are several brands getting it right. I can say firsthand, for example, that McDonald’s year-round investment in diverse AANHPI communities is remarkable. From major campaigns to grassroots activations, they’ve consistently shown up. That’s why it’s no surprise that McDonald’s was named in the 2025 3AF Impact 50, a list that highlights the companies making the most meaningful impact with Asian American consumers.
