Very good analysis in MediaPost, by Larry Dobrow about the challenges and faux pas of marketers targeting and stereotyping Asian-American males*. I should know. Being part of this demographic, I have to add to this and suggest that technology plays a big part in how to reach them/us.

Asian-Americans may not be marketing-averse, if you find ways to relate to their interests. The numbers may be small –11.8 million by one count, or 12.3 million by another— but growing fast (37.6 million by 2050). As the article says, Asian-Americans may gravitate toward mainstream media once they have lived in the US for about 10 years. But what it doesn’t say is how we also subscribe to informal, highly influential, hard-to-reach social networks. It’s not something marketers better get used to.

* One more stereotype to break here. How could anyone not see the important role females play in this demographic?