May 26, 2015 Washington DC – Thirty eight years ago, Representatives Frank Horton from Rochester NY (R-NY) and Norman Mineta (D-CA) introduced House Resolution 540 (Pacific/Asian Heritage Week) in Congress to proclaim the first ten days of May as Pacific/Asian Heritage Week now known as Asian American Pacific Islander Heritage Month. May was denoted to commemorate the first Japanese immigrant to the U.S., and also to mark the anniversary of the completion of the trans-continental railroad, the majority of the tracks laid by Chinese workers. Subsequently President Jimmy Carter signed the Joint Resolution on October 5, 1978. In 1992, President Bush signed legislation into law designating the month of May as we know now as Asian American Pacific Islander Heritage Month. Law HR-5572 originally introduced by Horton and Mineta, was unanimously approved by both the House of Representatives and Senate during the 102nd Congress.
During the first ever White House Summit on AAPIs, U.S. Surgeon Vice Admiral Vivek Murthy M.D. was installed as the new co-chair of WHIAAPI. President Obama proclaims, “The rich heritage of Asian Americans, Native Hawaiians and Pacific Islanders spans the world and the depths of America’s history. Generation after generation, Asian Americans & Pacific Islanders have forged a proud legacy that reflects the spirit of our Nation. During AAPI Heritage Month, we honor the perseverance of those who courageously reached for their hopes and dreams in a new land, and we celebrate the important impact the AAPI community has made to our Nation’s progress…As we commemorate Asian American Pacific Islander Heritage Month, we pay tribute to all those in the AAPI community who have striven for a brighter future for the next generation. Together, let us recommit to embracing the diversity that enriches our Nation and to ensuring all our people have an equal chance to succeed in the country we love.”
Multicultural consumers are transforming mainstream U.S. marketplace business economy. Propelled by twin engines of population growth and expanding buying power, they are at the leading edge of converging demographic and social trends, redefining the increasingly diverse consumer marketplace. By understanding the cultural landscape that drives multicultural consumer behavior today, marketers and advertisers can anticipate future business market trends and forge long-term relationships with the most robust and fastest growing segment of the U.S. consumer economy.
THE NEW MAINSTREAM
- African-Americans, Asian American Pacific Islanders, Latino Americans et al comprise 38% of the U.S. population with U.S. Census projections forecasting multicultural populations will become the numeric majority by 2044
- 92% of the total growth in the U.S. population from 2000-2014 came from multicultural consumers
- U.S. multicultural buying power is currently $3.4 trillion
MULTICULTURAL BUYING AND SUPER CONSUMERS
- Super consumers represent top 10% of a category’s household consumers and drive minimally 30% of sales, 40% of growth and 50% of profits
- Super geos are geographic regions and metropolitan areas with very high concentrations of Super Consumers of categories
CULTURALLY DRIVEN BEHAVIORS
- 82% of multicultural heavy consumers actively use a smartphone vs 70% of non-multicultural counterparts
- Multicultural heavy consumers are 32% more likely to be the stop segment of mobile users averaging 73 website visits per month and more likely to use an average of 46 apps per month
Adapted from Nielsen, An Uncommon Sense of the Consumer™ www.nielsen.com
May 18, 2015 Washington DC – Vice Admiral Vivek Murthy M.D., M.B.A. was confirmed as the 19th U.S. Surgeon General on December 15, 2014. Dr. Murthy oversees the operations of the U.S. Public Health Services USPHS Commissioned Corps, comprised of over 6,800 uniformed health officers who serve in global locations to promote, protect and advance the health and safety of our nation. Moreover, Dr. Murthy’s announcement during the first ever White House Summit on AAPIs as Co-Chair of the White House Initiative on Asian American Pacific Islanders WHIAAPI stressed the importance of connecting and mobilizing the AAPI community for collaborative goals.”We need to learn from communities across the country to make sure we’re lifting up all communities together,” Murthy remarked.
Dr. Murthy is the son of immigrants from India and discovered a love for the art of healing early in his childhood while spending time in his father’s medical clinic in Miami, Florida. He has devoted himself to improving public health through service, clinical care, research, education and entrepreneurship. Caring for patients he considers the greatest honor in his life and served thousands of patients and trained hundreds of residents and medical students as a clinician-educator.
Dr. Murthy has over two decades of perspective improving health in communities across the country and the world. He co-founded Swasthya, a community health partnership in rural India to train women to be health providers and educators. Moreover, he co-founded VISIONS, an HIV AIDS education program in India and the U.S.
Seen as a progressive leader who can use 21st century approaches and technology to modernize the role of Surgeon General, Dr. Murthy focuses efforts on building cross-sector community partnerships to resolve health issues including obesity and tobacco-related disease, reduce the stigma related to mental illness, improve vaccination rates and promote preventative health strategies. Dr. Murthy strongly believes our American nation’s greatest strength comes from its peoples. Improving the health of our peoples means strengthening our communities and our country. Unite Learn Prosper!
U.S. Department of Labor Deputy Secretary Christopher Lu stated emphatically the Value of Collaborations during his keynote opening remarks at the Asian Pacific Islander American Chamber of Commerce & Entrepreneurship 2015 National ACE Conference & Awards Ceremony held at the Ronald Reagan Building and International Trade Center in Washington, D.C. Honorable Christopher Lu serves as the Chief Operating Officer of a 17,000 employee organization that strives to create greater opportunities for all Americans. Earlier Lu served as the White House Cabinet Secretary and Assistant to the President. As one of the highest ranking Asian Americans in the Obama Administration, Lu was also the Co-Chair of the White House Initiative on Asian Americans and Pacific Islanders.
National ACE brings together the leadership and insights of business owners, entrepreneurs, corporate leaders and government officials from across the country. Unite Learn & Prosper theme showcased the issue of invisibility among the AAPI community in all industry sectors including higher education, business and workforce labor areas. Establishing a pipeline with fair access to opportunities critical to ensure inclusion and success of AAPI community. Latest findings on the Asian American Pacific Islanders AAPI business and consumer communities were shared by Nielsen, CNBC and ACE leadership team. Highlights included remarks by Honorable Maria Contreras-Sweet, Administrator of the U.S. Small Business Administration; Ken Niumatalolo, Head Football Coach at the U.S. Naval Academy; and Dominic Chu, Markets Reporter for CNBC and Cornell University School of Hotel Administration graduate.
The National Asian Pacific Islander American Chamber of Commerce & Entrepreneurship ACE Leadership Delegates assembled for their inaugural roundtable meeting at the White House in Washington, D.C., undaunted by the recent federal government furlough, and successfully engaged dialogues with U.S. congressional leaders and White House officials. ACE serves as the national voice representing the multitude interests of the Asian American Pacific Islander business community, champion advocate and resource for the regional and local chambers of commerce, business associations and professional organizations in the U.S.
China President Xi Jinping’s newly appointed U.S Ambassador Cui Tiankai conveyed celebratory congratulations for the 40th anniversary of the earliest exchanges between China and the U.S. dating back to 1973, opening doors for long-term investments, advancing partnerships and promoting mutual good will. Notably, Nobel Peace Prize recipient and former U.S. Secretary of State, Dr. Henry Kissinger and U.S Trade Representative Ambassador Carla Hills shared their intriguing perspectives and modern insights.
Two leading China – U.S. joint-venture industry leaders were recognized and given tribute who included Alcoa CEO and Chairman Klaus Kleinfeld and IMAX CEO Richard Gelfond, whose modern stewardships in China will through their innovative technologies continue to enrich China’s modern growth and development.
Alcoa is the largest foreign investor in China’s aluminum industry and was named Top Green Company in China. Since 1993, Alcoa Bohai Aluminum Industries Company is China’s largest multinational company in the aluminum industry and invested more than $800 million. Alcoa’s founder Charles Martin Hall in 1928, founded the Harvard-Yenching Institute and supports scholarly studies between western and Asian countries, in particular China.
IMAX is expanding the modern movie-going experience in China and fostering collaboration with China’s film studios, bringing depth to the cultural cinematic interchange. Early on in 2001, IMAX engaged the Chinese movie-goer experience by providing a unique cultural exchange media platform and playing a key leadership role into the development of a large theatre network. IMAX also in conjunction with Chinese film studios brings the best of Chinese cinema within the country and throughout vast audiences globally.
Another renowned U.S. joint-venture pioneer, Walmart China opened its doors in 1996 and introduced to the Chinese the largest retail consumer store ranging from farm-fresh groceries to the emerging e-commerce retail business for their Chinese customers. Presently Walmart operates 396 stores in China and created more than 100,000 direct job opportunities with a vital sourcing presence in China and critical partnerships with 20,000 suppliers throughout China and internationally. Dedicated to serving their local communities, Walmart was awarded as one of the Top 10 Oustanding Corporate Social Responsibility Cases of Chinese Enterprises by Business Value, a leading business journal in China.