Specialized Insights for the Asian Diaspora: Explore the Power of 85%

Reach the "Big Six" Asian American groups—Chinese, Indian, Filipino, Vietnamese, Korean, and Japanese—that comprise 85% of the U.S. Asian population.

We provide expert access to 12 additional Asian groups, including Hmong, Thai, Laotian, Cambodian and Burmese segments. From South Asian and Indian American communities to Middle Eastern and Hispanic segments, our research craftsmanship delivers resonance across every major industry and demographic.

Asian American diaspora

Asian Americans: Growing Asian American Wealth & Influence

Asians are the fastest-growing ethnic group in the U.S. and Canada, projected to reach 34 million by 2026. This expansion is fueled by rapid immigration and significant population growth.

Strategic Snapshots:

  • Fastest-growing major racial or ethnic group; Chinese Americans are the largest group (5.4 million), followed by Indian (4.8 million), Filipino (4.4 million), Vietnamese (2.3 million), Korean (2.0 million), and Japanese (1.6 million).

  • $1.9 Trillion Buying Power. The total economic influence of the Asian American segment by 2026, with Indian Americans leading the growth. 

  • Over 60% of Asian Americans aged 25 and older have a bachelor's degree or higher, compared to 38% national average.

  • The population is expected to grow to 46 million by 2060, significantly shaping the future demographic landscape of North America.

Asian Indian diaspora of North America

Tap into South Asian American Consumer Power

Five million strong, highly educated and affluent, South Asian immigrants in US have nearly double the median income of average American households. Taken together, this group is more diverse and includes Pakistanis, Bangladeshis, Nepalis, Sri Lankans, Bhutanese and Maldivian. 

Strategic Snapshots:

  • Most educated and highest-earning ethnic group, with Intergenerational Wealth Transfers

  • $151k+ HHI: the highest-earning ethnic group in the U.S., representing unmatched purchasing power in luxury auto, real estate, and finance.

  • Over-indexed in STEM, medicine, and executive leadership, requiring high-logic, high-trust brand communications.

  • Keep a Bicultural Professional identity, exhibit a Digital-First Consumption pattern, and

  • Exhibit Heritage-Brand Resilience; maintain their core cultural values while acculturating to mainstream society.

BICULTURALISM

92% of the South Asian diaspora identifies as 'Bicultural'—switching between languages depending on the context. We recruit and moderate for this fluid identity.

Indo-Canadian: Largest Visible Group: growth and newcomers loyalty

South Asian Canadians trace their origin to South Asia or Indian subcontinent, which includes India, Pakistan, Bangladesh, Afghanistan, Nepal, Bhutan, Sri Lanka. Indo-Canadians (hailing from India) form the majority.

Strategic Snapshots:

  • 2.6 Million+ Current Population. Fastest-growing group in Ontario and BC projected to double by 2041, centered in high-density urban hubs like the Greater Toronto Area (GTA) and Metro Vancouver.

  • 500,000+ Annual Newcomers. A critical "Gold Rush" window for banking, telecom, and insurance brands to secure lifelong loyalty within the first 36 months.

  • 64% Homeownership Rate. 2nd-generation South Asians outpace the Canadian national average, driving massive demand for home-related CPG and financial services. 

  • Explosive Growth & Newcomer Loyalty with “First 36 Months" brand adoption window

    • Sources: US Census Bureau - Indian American Income StatCan - South Asian Growth Nielsen - Asian American Buying Power

Asian Indians: US & Canada Spotlight

  • Asian Indians or Indian American Consumer

    Asian Indians or Indian American Consumer: Affluence, Acculturation, and Influence. Focusing on acculturation, premium brand loyalty, and bicultural identity. 

    • "Highest Earner" Advantage: Indian- households in the US reached a record median annual income of $151,200 in 2023, nearly double the national average. This represents the highest spending power of any ethnic group in the country.

    • Resurgence in "Indian-ness": 87% of Indian Americans place a high value on their Indian identity. Those identifying as "Asian Indian" specifically signal a shift toward more culturally specific brand preferences over generic ones.

    • The Bicultural Bridge: While acculturation leads to quick adoption of "convenience" products, deep cultural values still dictate major purchases like premium housing, healthcare, and financial services.

    • Digital-First Influence: Indian American consumers are high-frequency digital shoppers who prioritize data privacy and trust; 82% cite protection of personal data as a crucial factor in building brand loyalty. 

  • The New Indo-Canadian Frontier

    The New Indo-Canadian Frontier: Growth, Newcomers, and Brand Adoption. Analyzing the 3-year newcomer window, homeownership trends, and urban hub surges 

    • Explosive Population Growth: South Asian population in Canada has surged to over 2.5 million as of the most recent census data. This rapid growth is a primary driver of new household formation and consumer demand in urban hubs like Toronto and Vancouver.

    • Homeownership Aspiration: South Asian Canadians have some of the highest homeownership rates in the country, with 64% of second-generation South Asians owning homes, significantly outpacing the national average.

    • The "Newcomer" Window: For the massive influx of non-permanent residents and international students, the first 3 years in Canada are a critical window for brand adoption in banking, telecom, and CPG..

    • Banking & Convenience: Indo Canadian consumers, particularly younger cohorts, are shifting toward digital-first banks that prioritize ease of use (87%) and low cost (83%).