How Advertisers Can Change How AANHPI Consumers are Underrepresented in Marketing with Juie Shah

DDB Chicago’s Group Strategy Director Juie Shah shares her thoughts and strategies on how organizations can effectively prioritize and understand diverse talent as a way to make short-term and long-term investments.

The proactive steps include cultural alignment, creating empathy with the cultural identity, and authentic and sustained engagement. Juie shares: “Brands must more deeply understand the identities and rituals that make up subgroups within, prioritize specific groups through different efforts, forge meaningful connections to products and services and target them intentionally to drive consideration.”

This is an important, insightful piece as May kicks off AANHPI Heritage Month. Read more in Ad Age here.

Cookie Preferences

We use cookies that are necessary to operate the website and provide you with the functionalities you requested. With your permission, we would also like to use cookies, including third-party cookies, to gather website analytics and statistics, such as via feedback polls, to improve your experience and to provide you with additional features (such as social media features).

You can revisit your consent choices at any time by returning to this preference centre and find out more about cookies by visiting our Cookie Policy.

Preferences successfully updated!