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
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.
LOST YEARS: A PEOPLE’S STRUGGLE FOR JUSTICE is an international award winning epic documentary tracing back over 150 years of the Chinese diaspora covering four generations of racism as revealed through the journey and family story of Chinese Canadian filmmaker Kenda Gee. Traveling with his father Took Gee, they return to China and retrace the path of his grandfather, who sailed to Canada in the summer of 1921, and even earlier over a century ago, his great grandfather. A journey of hope for a myriad of Chinese who quickly encountered discriminatory laws including the head tax levied on new Chinese immigrants to Canada which ultimately deprived them of their rights as citizens. The story begins with the fall of the Qing Dynasty in 20th century China circa 1911 towards the end of World War II, recounting painful decades of anti-Chinese racial prejudice in North America. Extending from Vancouver Island and Angel Island, Gee’s journey takes him across Canada and America, retracing the footsteps and experiences of the Chinese immigrants and their modern day descendants. A moving account of their personal stories capture the enormous hardships and obstacles they overcame in order to obtain citizenship in their own new countries of birth and acceptance in a modern diverse global society. www.lostyears.ca